It’s hard to remember a time when businesses didn’t have a website. As our relationship with the Internet has evolved, now everyone has a shot at having a strong business website as a resource for their customers. It’s no longer only large corporations or e-commerce businesses that benefit from a nice website. All industries, from the most consumer-friendly to the most unglamorous, can see positive results.
Your website represents your business in one of the most relevant ways possible today. When it’s been neglected or no longer meets your needs, it can be taxing. Evaluating it is so important, in fact, that some inbound marketing pros agree that your site should be updated every 30 days.
It’s no secret that your website can be one of the best assets you can have to educate, convert, and gain new customers. So, why do so many businesses find themselves stuck with an outdated website that no longer performs for them?
By comparing common website woes to the well-known 5 stages of grief, I’ll take you through a quick (and slightly melodramatic) journey through the frustration caused by an outdated site and why it should always be a work in progress.
First stage: Denial
When faced with the reality of your current website’s status, your first reaction might be to ignore the problem all together. You’ve had this website for years, it seems to be working fine for your business, and making updates will be a major hassle. Classic denial.
Unfortunately, if your bounce rate, page session duration, SEO ranking or lead conversions tell a different story, it might be time to face the music.
Second stage: Anger
Once you come to grips with the notion that your website could use some improvements, it’s not unusual to get a little red in the face. Why didn’t you notice these issues before? How long has your business been missing out on lead opportunities? When was the last time you published a blog post?
As you hone in the updates needed for your site, such as more frequent blogging or page updates, we don’t blame you for first resorting to anger. The good news? This is only temporary, and solutions are much easier to implement than you might think.
Third stage: Bargaining
If you’re discovering your site is underperforming by not meeting your business goals or not representing your company as it should, you might enter a state of desperation. Who can ease this process and help get you on track?
Perhaps you enlist employees or co-workers to lighten the burden and help ramp up your blogging efforts or generate content for outdated website pages. As you realize the need to take action, you might consider working with an inbound marketing partner to consult and steer you in the direction for a thriving, relevant website.
Fourth stage: Depression
All too often, a website is designed, content is added, proper optimization steps are taken, and you’re finally done! Any thoughts of eventual updates are brushed aside in the excitement of your completed website. And if it is left unattended over time, the outcome can most definitely bring you down.
Your site isn’t set up for mobile? You haven’t blogged since 2011? You aren’t tracking site visits and leads? Upsetting.
Don’t fret. Having room for improvement is not a bad thing! It means you’ve identified the problems, and now know that steps needed to make changes. Which leads us to the final stage…
Fifth stage: Acceptance
By this point, you’ve come around, and you see that updating your website simply comes with the territory. What worked when you first created it, last year, last quarter, or even last month, might need adjusting. Whether you could stand to generate more content, update your keyword strategy, or you’re up for a website redesign all together, accepting what’s best for your website puts you in a position for better results.
So, what’s the ultimate sign of acceptance? Realizing your site is never truly complete. That’s a good thing! In fact, this outlook keeps you poised and ready to make incremental updates over time, ensuring you always remain up-to-date. As your business grows and changes, so should your website.
Unsure where your website stands?
Two key points to consider are:
- If it’s conveying your business’s message through relevant content.
- If it’s designed to effectively convert leads.
Helping businesses tell their story and attract their audience through a custom content strategy is a major passion at our inbound marketing agency. Find out more about what steps to take for your website in our ebook 25 Website Must-Haves for Driving Traffic, Leads and Sales.