My clients and prospects often ask, “When should I update or redo my website? Well, the answer is a bit complicated because to redo or not is determined based on a variety of elements. Some of these elements can be measured and others that often are no more than just a feeling or preference. The short answer, call me to discuss. The slightly longer answer… you need to start by asking yourself a few basic questions.
Is my website still representing my company the way I want?
If your website is not performing in terms of traffic or lead conversion it is time to re-evaluate and make some updates to capture your user’s attention and turn them into customers. If your website is not expected to generate leads for you i.e. more of a proof you exist role, then updating may not be necessary until the site no longer reflects well on your business.
Is my website mobile friendly? Is my website secure?
No? Several years ago, Google started giving secure, mobile friendly websites higher ranking in all search results and they started pushing sites lower in search results if they were not secure or not built for mobile user. So, if your site is either unsecure, not mobile friendly or both, you should be getting you website updated.
If you answered no, to either of these questions, it may be time to contact me for a website proposal. Securing your website and making it mobile friendly should not be terribly expensive unless you decide to update the look and feel of your website t better reflect on your business. Other than critical updates like securing your site and making it mobile friendly, the fact is that there is no set period for a company to revisit the design and function of their website. Update frequency varies by industry and other factors.
Key indicators that your website needs to be updated or redone:
- Your business has grown substantially in a relatively small time period
- Your company is going through a major rebranding
- Your analytics show that website visits have significantly decreased
- You want to begin selling your services/products in an online store
- Your website was built in generation Web 1.0 (over 10 years old)
- Your company has recently changed owners
Are you adding blogs or other content on a regular (weekly) basis? If you are investing in your website content, then you definitely want to make sure your website stays tuned with current search engine changes. Google makes about 500 to 600 changes to their search and ranking algorithms every year. That means that a website that has not been touched in 5 years may be doing poorly because there have been up to 3,000 algorithm changes since the site was built. How can you compete with other websites for prospects unless you update your website more frequently.
A change in company ownership is also a good time to update your website to demonstrate to your staff, clients, and prospects that the new ownership is a good thing for everyone.
For the trucking industry, updating your website might be recommended every 4 – 5 years versus a software company that needs an update annually to ensure customers know they are best of breed.
The Internet is always changing and so are its search engines. A website redesign or revamp will help to keep your website up-to-date with both technology and search engine algorithms. Google and Bing are constantly updating their search engine ranking algorithms and it is important for your website to remain relevant in their eyes.
If you are unsure of where to start or would like to learn more about how and when to update your website and digital campaigns for your business, please contact me. Together, we can work out exactly what you need to get to the top of the search results pages and watch your business grow from there.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 25 years of experience in implementing marketing plans for small businesses.