Website maintenance can be a time-consuming headache. After all, if you have a social media presence, why bother with a website? Doesn’t everyone just get their information from Facebook and Twitter, anyway? Oh, you poor, misinformed soul. Let’s get an idea of how far you’ve allowed your website to deteriorate, shall we?
When was the last time you checked your website?
- I’m on it every day. I perform some kind of maintenance or update at least twice a week.
- Maybe last month. I don’t modify it unless I’m having a sale or special.
- I believe AOL accounts were all the rage.
If you answered B, your lack of website attention is probably limiting your business opportunities. If you answered C, we only hope you aren’t selling your own plasma for food money.
Yes, your website is incredibly important. If you’re not getting the kind of traffic you think your website deserves, there could be several issues that must be addressed.
- Your content is sporadic, stale, or nonexistent.
We’ve said it before, and we’ll say it again using nearly identical terms: Content is key. Informative, engaging, and unique content is critical to projecting the image of subject matter expertise—you want your consumers to know that you can address their needs professionally and to the very highest standard. Furthermore, content serves to distinguish and specify your brand identity, giving your market a solid view of your industry position and company culture.
- Your links are broken.
Broken links give the user the impression that even you don’t care about your website’s services. If you’ve undergone a website redesign or update, you have to be diligent about checking for broken links. Error pages are obnoxious, and they can drive potential customers away from your site and services pretty efficiently.
- Your website design is dated.
An older website design doesn’t seem like a particularly serious offense. In fact, sometimes having an ultra-modern redesign can actually frustrate customers (not all innovations improve usability).
However, when your website design has clearly been neglected for a decade or more, it gives the user the impression that you don’t consider either your online presence or your customers’ user experience of your products a priority. Making a few changes, like updating its visual appeal, can go a long way to keeping users on your site.
Also, dated websites generally aren’t mobile-friendly. Which leads us to our next point…
- Your website isn’t mobile-friendly.
Even though the size difference between smartphones and tablets is becoming nearly indistinguishable, the full scope of your website won’t fit on a mobile screen if it hasn’t been responsively designed. If your website looks poorly centered on a small-scale device, with its features difficult to access without constant multi-directional swiping, your potential customers are going to click far, far away.
- Your website hasn’t been Search Engine Optimized.
If you address the above issues, you’ll actually go a long way toward SEO. However, you’ll still need to perform a routine maintenance check.
Have you installed all of the appropriate search engine tools (Google Analytics, Bing Webmaster)? Are you using the crawling error tools in order to keep your site clean and attractive to the major search engines? Have you made sure you have your major keyword in your page URL, succinct title tags (fewer than 65 characters), an H1 tag, and a keyword-optimized meta description (fewer than 150 characters)?
Also, have you taken out the garbage and cleaned your room, young lady?
- Your website is slow
If your website takes longer than a few seconds to load fully, visitors will be frustrated and will likely click away. This is especially important for ecommerce websites; you definitely want your customers to make their purchases without disruption. Here are some factors that could be interfering with your load time:
- Lots and lots of ads
- High-definition, not compressed, or overly large images
- Embedded video
- Too many visual effects
- Poor web host
There are multiple tools you can use to check and test your website speed, which will alert you to your site’s core problems.
- Your website has no social media presence.
In the digital world, successful marketing involves the active participation of social media platforms. Because users are already engaged on social media, it is crucial for organizations to actively reach out to their customer base on that common platform. Businesses engage consumers through Facebook, Twitter, Instagram, YouTube, etc. in order to channel users toward their dedicated websites so that those users can either complete transactions or request services. Without a social media presence, you are eliminating a vital step in consumer outreach.
- Your website is relying too heavily on social media.
Conversely, it is possible to diminish your website’s efficacy by believing a Facebook page can do the job of a website.
Social media introduces consumers to a brand, creates a community, facilitates engagement, and alerts the public to new products/services. What it doesn’t do is provide detailed information about your scope of services or close deals. If your audience has no reason to move from your social media page to your website, you are losing valuable potential conversions. Furthermore, if you treat your website as though it’s a placemat and not a robust repository of interesting and valuable information and services, you’ll never get the conversions that build revenue.
A business’s online presence shouldn’t be limited to a series of social media accounts and online customer review sites. A website is an organization’s direct, highly customized, and controlled connection with the consumer. It doesn’t have to adhere to the same structure as a social media platform; you can present your brand identity in a far more specific and individual way.
A website is like a center of operations. It’s where your customers go to learn exactly what your organization’s mission, brand, and services are without any ambiguity. It is crucial to present your market with a clean, attractive, easy to navigate, and informative website if that market is going to have any confidence in your business. If your website traffic is dwindling, you’re probably experiencing dwindling sales and customer interest, too.