Are You Neglecting Your Website?
Hannah Lackey • September 8, 2022
Your business website serves as a snapshot of your brand — it is the fastest way for potential clients to see who and what you offer. If your website was created or has been updated in the past three to five years, you may think that everything is running smoothly. Think again. It may be time for a refresh.
Is website neglect responsible for killing your marketing?
The longer a website goes without updates or new content, the further your website drops in search engine rankings. And, when you finally decide to make a change with your website after years of neglect, you’re probably more focused on design aspects rather than content.
Search Engine Optimization (SEO), Google algorithms, and the technologies and software we utilize online are constantly evolving. What may have worked for your website a year or two ago probably isn’t working for your website anymore. Website development is no longer a one-time thing, but an ongoing process requiring constant care and attention.
Here are three things to consider when evaluating your website:
1) Create and implement an updated vision. What do you want your website to say about you and your brand? Who is the target audience you want to visit? What resources does your website provide them?
2) Make sure your website is undergoing constant content development. Updating your website with new and relevant information not only helps your search engine rankings but gives people a reason to come back. In that same vein, your social media channels should drive traffic back to your website. Create a calendar for your content — whether it is social media posts, blog posts, events, etc. — so that your content and message is clear and consistent across all platforms.
3) Monitor your site analytics and the changes that are occurring (from SEO to consumer trends). From there, you can adjust content as needed. This will also help identify when your website looks and feels outdated given the ever changing way people use digital platforms.
Having an updated, engaging website is attainable for everyone — it just takes a little work on the front end. So the next time you find yourself wondering why your marketing strategies aren’t producing the results you want, ask yourself, “Are we neglecting the website?”
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