No matter what business or industry you are in, you need a great website. That is a given in the 21st Century.
We enjoy updating websites, because A website is your face to the world, and often the first impression people form of your company is dictated by the appearance and functionality of your site – providing they can find it on the internet.
Websites can get old or stale looking if they’ve been up online for several years with little or no changes made to them. The design and layout can look “dated.” Their pages may need fresh content, or perhaps several outgoing links on the site are broken and go nowhere except to a “404 error page.”
Or the site may have several spammy or low quality backlinks coming into it that the search engines don’t like and therefore penalize the pages where those links are coming to – or the entire site for that matter.
Also, an older website is not going to be optimized for mobile devices. And since there are now more people searching online with mobile devices (smart phones, tablets, etc.) than there are people searching from desktops, you must have a site that is optimized to show up nicely and quickly on mobile devices.
That is, if you want more business! We’re assuming you do. 🙂
Who Are Your Business Competitors Really?
Business owners sometimes make the mistake of thinking their only competitors are in their specific industry. But the truth is, anyone who is selling or marketing anything to your target market is a competitor, if only an indirect one. This is especially true if your target market consists of consumers.
For instance, a store that sells women’s clothing has a lot of other businesses competing for dollars from that store’s prospective customers. Instead of buying a new dress, a consumer may decide to put that off and take her kids to a major league baseball game instead, with hot dogs and all the trimmings. Maybe even some players’ autographs!
That baseball team and the clothing store are in competition for that consumer’s discretionary income.
So while you do need a website that helps you stand out from your direct competitors, you need a website that helps you stand out, period. And, of course, your other marketing and sales activities need to be on the ball, too. And part of those activities should be helping drive people to your website for more in-depth information, because that is your full, dynamic brochure.
When visitors do arrive at your website by whatever means, what do they see? An up-to-date attractive looking site with great design and layout, easy navigation and fresh informative content? Or a faded beauty?
Maybe it’s time to give it a facelift or some remodeling.
Search Engine Optimization and Quality Content Go Hand in Hand
And while you’re at it, get good search engine optimization (SEO) implemented that goes hand in hand with your fresh page content so you are very easy to find on the internet.
Too often, business owners throw up a website but don’t keep it updated with quality content. As time goes by, the search engines pay less and less attention to those sites. Search engines prefer sites that stay active with fresh, relevant content and provide the engines’ users (searchers) with the information they are looking for in a very helpful manner. And that is the KEY element in good search engine optimization.
Website Reality Check
Look over your website in a new unit of time, and ask yourself these questions from the viewpoint of a visitor. And really answer them honestly, or this would be a useless exercise.
- Do my website design, color scheme and layout look current or dated?
- Do my web pages load quickly, or are they a bit slow to load?
- Is there fresh content on a good portion of my website?
- Is that content truly relevant to what my target market would be looking for?
- Is there enough content there?
- Is it easy for a visitor to find their way around the site – good, logical navigation and organization?
- Does my website look good and load within 5 or 6 seconds on a mobile device?
If you answer “no” to any of these questions, you have some work to do. If you answer “no” to 3 or more, you might consider a facelift performed by a good website design and development firm that has a nice portfolio, some good customer testimonials, and whose principals are very experienced at internet marketing, copywriting and SEO.
Written by Bob Nelson
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