When Is It Time for a Website Refresh?

Perhaps this upcoming New Year has you doing more than updating your resolutions. When is the last time you did an audit of your company website? We all know the power of owning a website lies in its ability to share up-to-the-minute information about your company. After all, your site’s ability to grow and fluctuate with your business is one of its best assets.

Some might find that this fluidity makes it difficult to discern when a website needs a little more TLC that just some updated news stories, though. Here are some guidelines to determining when your site needs an overhaul.

Does your site look great on your laptop… and your tablet… and your phone?

Technology presenting a good-looking website at any size on any device has been in use for quite some time now. If your site isn’t utilizing this, stop reading right now—your site needs to be translated into a responsive, user-friendly format PRONTO!

Is the identity of your company still consistent with what it was when you launched the site?

When you first launched your site, (hopefully) a lot of care and coordination ensured the look-and-feel of your website best portrayed what your company was about at the time. While your brand principals will likely remain unchanged, over time you may evolve other parts of your brand identity—think colors, taglines, overall look-and-feel and social media links. Maybe the rugged, historic nature of your previous look has been replaced with a more modern approach in your other materials. Your website should reflect these updates.

Is your content current?

How many times in a week are your employees receiving a call from a user looking for something on your website? Or maybe, how often are they requesting something that could be delivered via the website, but isn’t today? Having outdated content can negatively influence your user’s perception of your company. Make sure any new services or locations are incorporated within the appropriate sections on your website. Are your images dated? A professional photographer capturing the best side of your employees, facilities and services might add a lot of value to not only your website, but other communication pieces as well.

What is analytics telling you?

Analytics is a great free service that run behind the scenes of your website. They track valuable information like who your primary user groups are, what devices they are viewing your website from, where they are spending the most time and how are they finding you. This can be very revealing over time and prove a great source for action items on website improvements. If you notice shifts in particular areas (good or bad) it can guide you on where to make adjustments on your site.

Can you make updates to your site easily?

Having a Content Management System (CMS) that allows you to adjust your site over time can help keep your site from getting stale sooner than it should. If your current provider charges you for every change you’d like to make, it might be time to find a partner that has a more inclusive package with content updates included or a system in place that allows you to make them yourself. Remove any barriers between you and your ability to keep your site fresh and current.

Listen to your customers.

Most customers are not shy when it comes to letting you know something isn’t meeting their expectations. The level of technology in our world today keeps user expectations high. Does your site load too slowly? Is there information missing? Don’t brush these comments aside. Your outdated website could drive users towards the competition.

Assess the mess

Can you identify with one or more of the points above? If so, it’s time to consider making some updates. The next question is how much work does your website really need? Start the New Year out right with a website that corresponds with your company goals and objectives for 2018. Contact VistaComm today to discuss how we can help update your content, look-and-feel or even launch an all-new site website today.

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