3 Ways to Update Your Website Without a Redesign
Your business’s website is your online calling card and keeping it current should be one of your top priorities. As the official home base for your business, its service offerings, and news and information regarding your operation, one would think routine maintenance would be high on a list of priorities. However, many businesses tend to be lax on website updates which can end up costing them time, money and leads in the long run. Before investing in a complete website re-design, here are three simple ways to update your site and remain competitive.
Perform a Website Audit
One of the biggest faux pas a business owner can make is possessing a website with completely outdated information. While it may seem like common sense, it bears repeating for some that your address, phone number, links, and photos should always be current. Other, less obvious features that may require some updating are ensuring that the tone, style and voice of your website still reflect your organization’s mission and purpose. Remember, your website is about more than merely posting information. It should be a reflection of your business’s personality and core values while being tailored toward a specific audience. Tailoring your message will help with conversions and help people get behind your business.
Focus on Branding
Do you still have the same branding that your business debuted 10 years ago? If so, it may be time to re-evaluate the look and feel of your digital presence to help keep your brand relevant. It doesn’t take much to choose a fresh color palette and play with subtle changes in font styles throughout your site. It may also be time to consult with a professional graphic designer about a logo redesign or updating promotional materials such as your business cards, postcards, brochures, or other print marketing materials. The cost for the design and production of these updates will not only help keep the look of your business feeling fresh, but will also be a significantly lower investment than a complete website overhaul.
Update Your Content
One of the most important (and often overlooked) elements to keeping your business’s website current is the production and distribution of regular content. Content is usually the first element to be sacrificed when it comes to marketing and web design budgets, but it offers some of the most reward for several reasons. First, posting fresh, strategically written content each week helps your site get found. For SEO purposes, posting relevant, professional-quality content helps search engines recognize your website as a useful resource. Doing so will help draw traffic to your site and help your SEO efforts, especially if distributed in a range of methods including on social media channels and in email newsletters. Another reason regularly updated website content is valuable is that it builds confidence and trust in your business. According to survey by HubSpot, companies who invest in a blog see a 79% return on their investment and it’s not hard to see why. Offering users a well of helpful information custom tailored to their specific needs and interests will keep them coming back for more.