Your website plays an essential role in your marketing and outreach efforts. It’s there for you and your customers 24/7, providing information, creating leads, and representing your company. To make the most out of this resource, you shouldn’t be afraid to shake things up occasionally with a website refresh.
The great news is that a website refresh doesn’t mean an entire redesign, building the site from scratch. Instead, you can gain a lot just by giving your site a makeover and making sure that the content is up-to-date.
A fresh look brings new life to your site
Rather than overhaul your site entirely, you can make a few modifications that show your customers your site is still alive. You want to focus on the visual elements here, so think about swapping out photos of your products or services. If you include headshots of personnel, you should keep them current as well. That way you can avoid those awkward, “You look older than your photo,” moments.
When it comes to colors, you aren’t looking for radical changes. Instead, stay true to your brand, but think about how you can keep your visuals consistent across platforms like social media and advertising. If you recently redesigned your logo or made a name change, you will definitely want to feature that in your refresh as well.
An updated site helps with SEO
Keeping your content current makes your site more attractive to search engines because it shows that you are providing visitors current, accurate, and useful information. Continually refreshing your content also gives you the chance to adjust to changes in the search algorithms.
Google constantly modifies how it ranks content, with some sites dropping and some rising. If your SEO strategy is stuck back in 2000, you’ll have a hard time being competitive today. Providing new content like a blog helps you stay on top of the SEO game.
A website refresh can feature new offerings
Your business adapts over time. As you find success, you might start offering new services or products, and you’ll want your site to reflect that. An updated site allows you to include all the new ways that you can help customers.
It also provides the chance to clear out references to services that you no longer offer or promotions that you aren’t running. No one likes to call up a business, excited about a sale, only to hear that it expired months (or even years) ago.
A site refresh feels daunting at first. It’s like moving the furniture around in your house or painting the walls a new color. You probably like things the way they are and don’t see any reason to change what’s working. In the digital space, though, content and design gets stale quickly. A site update shows customers that you take pride in your online presence, and it provides a more valuable resource for them.
Have you recently updated your website? Let us know how it went in the comments below.