Your website is an integral part of your business and one of the most valuable marketing tools. It’s your opportunity to make a first impression on potential customers or clients. It needs to be current and up-to-date for your business to thrive. If any of the five signs below are characteristic of your website, it may be time for an update.
1. Your Website is not Mobile Responsive
Today, people view websites from a variety of devices. In fact, depending on your products or services, you could have more traffic coming from mobile or tablet users than desktop users. This was not the case even a couple of years ago.
If your website was designed or developed more than two years ago, it’s a distinct possibility that it was built with only desktop users in mind. The problem with a website being non-responsive, or built to conform to one platform, is that sites appear differently dependent on the viewing platform. When you have a site that is not responsive, content can appear differently than intended, cutting out or enlarging content structure or headings, or content can even disappear altogether. Another problem with an unresponsive website is that Google is taking note. If you have a website that isn’t mobile friendly, Google will penalize your website, which will negatively affect your search visibility. The new generation of websites is incorporating AMP (Accelerated Mobile Pages) content. Web page speed improves the user experience. AMP pages load near instantly enabling you to offer a consistently fast experience across all devices and platforms that link to AMP Pages including Google, Bing, LinkedIn and more. These performance gains often translate in improvements in user experience on mobile devices.
2. You can’t edit your website easily
The way people search, and the content that they search for, changes frequently. If you aren’t updating your content, you are likely falling behind. If your website is not built on a quality content management system (i.e. WordPress, or Joomla), that allows you access to make regular updates to your website, you are missing valuable SEO and content opportunities to keep your site relevant to customers.
3. Your website is visually outdated
Pull up your website in a browser. When you look at your website, do you feel it represents who your company is today? Do you feel it competes well with your closest competitors? Your website is an opportunity to make a first impression on prospective customers. This is an opportunity you don’t want to miss. When consumers visit a website that seems dated, it gives them feelings of mistrust. It even makes them question the care they might receive if they become a customer of the company. Don’t underestimate how powerful perception can be.
4. Your website visitors don’t stay long
Bouncing happens. But, that doesn’t mean that there isn’t a reason for it or that it can’t be mitigated. Data shows that the average person leaves a website for one of five reasons.
- The design of the webpage is outdated: People take one look at your website, and said, “nope, I don’t want to even read or learn anymore about this company.”
- Your content stinks: Either readability is lacking, or users find your content irrelevant. This happens when people intend to oversell, rather than educate consumers. Another reason is that the content isn’t being presented in a way that users want to consume.
- Your site loads too slowly: People don’t want to wait for your page to load, and with the level of competition in most industries, they don’t have to. Your website could be loading slowly due to outdated plugins, videos that autoplay, or a number of other reasons.
- Your site isn’t responsive: We covered this in sign number one. If your site isn’t viewable or formatted in a way that is illegible via mobile, everyone is bouncing.
- People can’t find the information they seek: You don’t have the information that the consumer wants published.
5. Your website doesn’t have an SSL certificate
An SSL certificate is essential for securing your information and that of your users. It also ensures that only intended recipients are privy to any information sent. If your website receives personal information on your site through logins, web forms or purchases, your site has to be secure. Chrome and Firefox now display messages to alert users on websites that are not secured with an SSL certificate. Not having an SSL certificate can not only make your site feel unsafe to prospective customers, but it also can negatively impact your Google quality score and search rankings.
Do some of these signs sound familiar to you? Did you notice that your website has one or more of these issues? If so, give the Digital Marketing Experts at ODDS Marketing a call! We have experienced and professional website developers that can make a difference for your business.