Is your dated website ruining your business?
You’re likely to have spent a significant amount of money getting your website ‘just right’, so it’s understandable if you’re resistant to regular makeovers. But be warned – a dated website could be seriously damaging your business.
Keep ahead of the curve
The online world changes quickly, and what was once a cutting-edge website can quickly become old news. It’s up to you as a business to make sure you’re able to keep up with evolving trends, unless you’re prepared to see customers go elsewhere.
When it comes to shopping online, appearance is very nearly everything. Customers want a site that appears trustworthy, secure and completely up to date. If you’re using clunky flash images and ugly fonts, they’ll quickly decide that you don’t have what it takes to provide the level of service they expect.
If your website is old fashioned enough, customers might even find themselves wondering if you’re still in business – why risk putting off potential clients?
Potential pitfalls to look out for
If it’s been a long time since you last updated your website, there’s a chance your pages aren’t even displaying properly on modern browsers. When was the last time you checked the functionality of all your pages through the top browsers? Take the time to carry out an audit and you may be unpleasantly surprised by the results.
By the same token, an old site might be loading too slowly, leaving customers frustrated and quick to look elsewhere. Measure your page-load times with a little help from Pingdom or Google Chrome and find out if you’re keeping potential clients waiting too long.
Make yourself a modern wonder
Another big question you should be asking yourself is whether your website is easily viewable on smartphones and tablets. According to the ACMA, the use of m-commerce services increased by 448 per cent from December 2010 to the same month in 2013 – with 3.4 million Australians choosing to shop via their mobiles. That’s a statistic you don’t want to be missing out on.
What’s more, making sure that your website is up to date and attractive is essential for maintaining your brand. You want to look modern, fresh and able to keep up with your competitors, so a website that’s several years old is unlikely to cut it. Ensure your website is aligned with your brand and watch out for signs you’re falling behind the times – what does it say if your Pinterest board or Facebook page looks slicker than your actual site?
Cast an eye over your current site and see where it’s still going strong and where it might be looking dated. A website update can be a significant investment, but a regular refresh is essential if you want to keep clients and customers on board.