Has the look of your experience with a website ever turned you off from wanting that company’s product or service?
A business’s website is the virtual store for all online consumers. Just as you would ensure your brick and mortar store is clean, attractive and comfortable to shop in, your website should exude the same qualities to your online visitors. Having an internal process for continued website maintenance and updates is essential to ensure a positive experience on your website and encourage visitors to buy.
Here are the top 5 reasons to keep your website up-to-date:
An out-of-date website communicates to the web visitor that your business has not been properly maintained. Lack of modern improvements will lead to doubt in the consumer’s mind that the website is secure. In essence, if you let your website go, what evidence do I have that you will take care of my private information? If a consumer is to purchase anything online, they must feel that their information will be processed safely and that for their exchange they can trust that they will also receive their product or service. An outdated website immediately leads to speculation, at the very least. If there is speculation about the authenticity of the site a shopper is on, they are already less likely to buy.
Similar and often hand-in-hand with trust comes credibility. It’s unfortunate that there are many sites out there designed to scam the consumer into spending money on a product or service they will never receive. Therefore, legitimate businesses must take extra care to ensure that they present themselves in the digital landscape as credibly as possible. This is conveyed to the customer with modern interfaces and experiences on your website.
Have you ever visited a website that has blog posts that are years old and nothing has been published since 4 years ago? Or have you looked for information about the business in the footer and saw that the information you were seeking wasn’t listed there like it is on every other site you’ve been to? These are just two examples of an outdated site no longer serving the needs of the consumer and leading the consumer to question if they’re still in business or if they’re keeping up with the latest trends or advancements in their industry. Anytime a customer reacts this way to your site that makes them go “wait, I don’t think that’s right”, you’re damaging your credibility.
Ranking has more to do with the content on your website, rather than the modernization of your entire website. In order to rank higher in Google listings, your site needs to maintain strong SEO value. This is done by ensuring you are publishing content on your site that contains keywords your ideal consumers would be using to search for problems or solutions related to your business. The simplest way to ensure good SEO is to host a blog on your site. The continued publication of new posts containing often-searched keywords will communicate to Google that your website is a trusted source of information and result in your site climbing higher and higher on the Google search results list. Don’t have a blog? Make sure you take full advantage of the copy you’re using on the main pages of your website. Sneak keywords into your homepage, product listing page, contact us page, etc…
4. MOBILE VISITORS
Websites are impossible to use on our phones unless they are mobile optimized. Well over the majority of website traffic is coming in from mobile. It’s 2021, cell phones have become our go-to computers, always within reach and bristling with all the information we could ever need. Updating your website must include a strategy for optimizing it for mobile across all devices. Apple and Samsung update their mobile iOS software at minimum, 3 times per year. Failing to establish your website as mobile-friendly will immediately turn customers away. It’s so frustrating to browse a website in desktop view on your cell phone. Consumers do not have the patience, nor should they be expected to have the patience for a website that is not mobile optimized. It is a standard for today’s time. Don’t drive away the bulk of your website traffic by not mobile optimizing your website.
5. COMPETITIVE EDGE
It is no secret that consumers shop multiple sites before committing to a purchase. Consumers now are armed more than ever before with expertise about a product or service they are shopping for. This expertise is fueled by the multitude of websites offering information and solutions to the exact problem they are facing. Knowing this, we can accurately say that your visitors are cheating on you with the competition. Price will heavily impact their decision to buy but experience can be the deciding factor, even outweighing price if the two businesses are close in their pricing.
In this scenario, design and ease of use become the major factors in choosing which website to buy from. If it is cumbersome, confusing and clunky to buy from your website, your competition will have an advantage over you. User experience should be a top priority for your web team. If they enjoy shopping with you, they will desire to shop with you. Don’t give your competition any edge. Keep your website up-to-date to not only compete with other businesses in your field but surpass them!
It is simply no longer accepted by your consumer base to not have a current, up-to-date website. Our digital world is edging out our physical world, in terms of convenience and speed. Don’t lose out on the incredible opportunities the online world holds. Keep your website up-to-date and your business will be well prepared to capture online consumers.