Website Refresh - is it time?
When businesses first start out, building a website is a standard checkbox item. You need to have an online presence for legitimacy, to provide information, and to gain new customers. Some companies go all out and hire a marketing agency to build their website, others opt for the do-it-yourself method. Depending on your skillset, both are perfectly viable options but should never be considered a one and done solution.
I look at websites as living beings that are often the most effective representation of our brand. Businesses are continually evolving, which means our websites need to grow right alongside the business. There is no tried-and-true rule when it comes to how often you should be updating your website. But here are some questions to ask yourself to assess if it’s time to refresh your website.
Have you launched any new products or services?
Do you find yourself describing your business in a different way?
Do you have any exciting company news or developments?
Is your conversion rate going down?
Do you feel like you could reach a broader audience?
When you visit your website, do you find that you aren’t as excited about it as you used to be?
Have you acquired any new pictures, assets, graphics, or colors that are not represented on your current website?
Are there broken links on your website?
If you answered yes to any of the above questions, it’s probably time for a website refresh. When I say refresh, I don’t at all mean rebuild. These are two very different things that are necessary in very different circumstances. A website refresh is like spring cleaning for your brand. By updating copy, pictures, testimonials, and user experience aspects, you can reinvigorate your online presence and ultimately your business.
Not sure where to start? Analytics can play a key role in figuring out what needs a refresh on your website. First start by looking at your visitors, bounce rate, and the amount of time they are staying on your website. If you are getting tons of visitors, but they are leaving right away, that is a tell-tale sign that what they see when they get there isn’t what they are expecting. Another good indicator to look at is which pages on your site are most popular. Examine what is working and what isn’t. This is particularly helpful if you post news or a blog on your site.
Is the thought of refreshing your website overwhelming? You are not alone. Most business owners are not experts on copy writing, SEO, creating call to actions, and overall website design. If you need advice on what you should be focusing on, feel free to contact me to set up a free consultation to examine your website and discuss possibilities for updating.
Remember your website is a representation of you and your brand. Make it fun, make it exciting, and make it something that your proud to share. It is amazing what a few small changes can do to change you and your audience’s perception of your brand!
