Why do I have to refresh it? It’s only a few years old! It’s working fine.
Well my friend, the internet is a hungry beast and things are changing all the time. The ecommerce is still developing. The internet is a creative collective of talented people who move the information forward.
Whether you have someone else doing it for you, or you do it on your own, you know you have to add content to your site to make it relevant. If the last entry was a few years ago, you are losing customers.
In a way this has become a vicious cycle: You opened a site to advertise your business, and now this site requires TLC, in the form of time and money, on a regular basis.
But it’s worth it, and in today’s world, it’s a must.
Maybe a refresher course is in order.
Close your computer and think about these aspects:
- What is the purpose of your site? You may have a great product, but are you interested in becoming an ecommerce specialist?
- Do you want to sell online or encourage visitors to come to your physical store?
- Are you offering a mobile service in the customer’s home/workplace?
- What feeling do you want to convey to the reader?
- What kind of company have you become?
- Do you have different goals than you had before?
Now open your computer and see if these aspects are as they should be:
- Is your information broken down into short paragraphs? Today attention span is shorter than ever. People want to get to know who they are dealing with within seconds.
- Is your contact information on every page?
- Do you have customer testimonials to build credibility? In a world that makes everything public, some bad reviews can be a killer. Genuine testimonials will help to counter those.
- Do you make it easy for your customers to take the next step? Easy to call for estimates, consultations or use the shopping cart?
- Is all the information organized it in a user friendly way? What colors do you use now in your products? Does it match the color scheme of your site?
- Is all the information current?
- Did you pass it through SEO? Are you using correct keywords in the text to make is easier on Google to find you and categorize you properly and quickly?
- You might hear terms such as ‘site map’, ‘site architecture’ or ‘site outline’. This is the structure of the site, what leads to what. Linking between pages on your site will increase its visibility.
But, by far, the most important reason to update your website is the accessibility issue – does it display well on smartphones and tablets? Does it load fast enough so people won’t get bored and go somewhere else?
And of course, if customers complain about confusion, or your bounce rate is high but the conversion rate is low, it is definitely a time to think about a redesign.