We often express the need to keep your content fresh – and that truly is important for maintaining the health of your website. But how do you know when you need to take a deeper dive and do a full upgrade of your website? If you think it’s when you’re bored with your current site, keep reading. We outline four indicators that it’s time to upgrade.
1. Visitors aren’t converting to leads as often as you need.
Your website is a vital member of your sales team – the lead-generating machine works 24/7 and never leaves the coffee pot empty. What more could you ask for? Well, if it’s not bringing you leads, you could ask a lot more.
If you’re not getting the leads you need from your website, do a quantitative analysis of your website stats and a qualitative analysis of the site itself to identify the potential problems. Maybe you’ve hidden your great content, or perhaps you’re giving it away without asking for visitors’ contact information (thus missing out on valuable leads). Or possibly what you thought was great content isn’t really valuable enough for your visitors to exchange their information. You don’t have to know for sure what is causing the problem, but you do need to make a list of possible issues.
Then think like a scientist and start making a series of changes to correct your list of possible issues. Don’t make all of the changes at once, or you won’t know what truly improves your lead volume and quality.
2. Your content isn’t accurate anymore.
You may have changed aspects of your business – focusing on different specialties, improving your process and talking about yourself in ways that better resonate with your customers. If your website doesn’t reflect that, you’re missing a key opportunity to communicate who you are.
Because 94% of B2B buyers report that they conduct online research before purchasing a business product, it’s imperative that your website accurately shows who you are and how you can help your customers.
Spindustry Digital evolved to a digital marketing agency – including marketing and development – but our old website structure and content didn’t reflect that well. In December, we launched a new website that better explains the services we offer to help our clients grow their businesses.
3. Your site doesn’t look good or work well on mobile devices.
If you have a mobile device, you’ve probably found a site that simply looked terrible or didn’t work for you. How long did you stay on the site? Right – not very long.
Search engines also care whether your site provides a good mobile experience to visitors. Because search engines are trying to give the best results possible, a good mobile experience is part of that requirement – so your site will get dinged in search engine results if it looks bad or functions poorly on tablets and phones. Your website design or functionality may need an upgrade to boost its search engine ranking.
4. Your website code is old.
Old website code often doesn’t play nicely with newer browsers. Your site that looked stellar in Internet Explorer 6 may not look so hot in the latest version of Firefox. Our client Iowa Realty recognized that their site needed some improvements, and we gave it behind-the-scenes coding updates that improved speed and reliability in modern browsers. As website visitors’ expectations continue to change and online attention spans continue to decrease, it’s vital to have a current and nimble website.
These are just a few of the reasons you should upgrade your website. If you’d like help evaluating your site, reserve a time for your free digital assessment.