How Often Should You Update Your Business Website?

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Is it time to update your website?

Whether you have a corporate website, professional portfolio or ecommerce store, you may be wondering how often you need to review and refresh the face of your company. 

Many marketers say you should update your website every two to three years. One cheeky site gave the super helpful answer of “as often as it needs updating.” Thanks, buddy! 

The answer is different for everyone and depends on several factors. But make no mistake, you should be updating your company website periodically. In this post, I’ll help you figure out how to determine when it’s time. 

For most modern businesses, the site will be an ongoing work in progress. It’s never “done” – which is fine because most content management systems make it easy to quickly upload an image or add a new blog post. But what about when you need to dive deeper?

From a design and messaging standpoint, here are some things to consider when you’re thinking about whether you should update your website.

Invest in Your Brand to Improve Customer Experience 

Keeping your website updated with fresh content that feels totally on brand is an investment of time and money – a worthwhile investment.

Doing a site refresh provides opportunities for SEO-optimization. It keeps audiences engaged with your brand. It’s great for your customers and potential customers if you can improve the customer experience in any way. 

Whether you want to add new elements or it’s time for an entire rebrand, here are some signs it might be time to refresh your website:

Your Core Message No Longer Resonates

As a content strategist, I might be biased, but – everything starts with your core message! What you do, who you do it for, why you do it – all boiled down to the perfect tagline. It’s natural for that message to evolve over time as your company grows, and your website should reflect that.

Information is Outdated

Keep your customers in the loop as services, processes, product descriptions and key team members evolve. Ask yourself, have you received awards, press and great reviews you should be highlighting? 

You’re Not Proud to Show It Off

If people ask for your web address and you start off with, “Oh man, I hate my website. “ or “Please don’t judge me by it…” that is a big red flag! Your website is the face of your company and you should be proud of it. 

Doesn’t Stand Out Against the Competition

Want to overtake the competition? Why not try to rank for additional keywords and produce more consistent content – organic SEO can drive a ton of traffic to your website. Or, use a redesign to draw attention to your new service offerings and price structures. 

Not Generating Leads

Updating your business website is the perfect chance to optimize for conversion through calls to action, targeted messaging and an intuitive user journey. If your site isn’t bringing you leads – or it’s not bringing you the right kind of leads – let’s a look under the hood. 

Lacks Functionality

I don’t have to tell you technology moves fast. Your site needs to be fast too! Are there new features you want to add such as an embedded map, video, chat feature, member portal or ecommerce shop? If so, take the opportunity to update your look and refine your message. 

Want insights into your site performance, including strengths, weaknesses, and opportunities? Hit me up for a free Home Page Audit.

Your Brand Has Evolved

Brands change over the years and that’s a good thing. From photography to typeface, if you feel like your website no longer reflects “you” as a brand, you should talk to a professional about revamping your site. Otherwise, you’re attracting the wrong kind of clients. 

The Market is Shifting 

So far, 2020 is a perfect reminder that when the marketplace changes, you need to adapt with it. Or maybe there’s a new trend in the industry you want to capitalize on. A website retouch is the perfect opportunity to reposition your brand.

Ready to create a brand story that will engage your audience and inspire them to action? Let’s level up your online presence!

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