The word “update” can be a vague one, but I’ve been ambiguous with the title for this blog post for good reason: whether you’re making small adjustments or massive sweeping changes to your website at any one time, it should never be allowed to stay still for long.
After all, Google will want to know that your site is dynamic, ‘living and breathing’… and so will your current and target audience.
So, what are just five things our web marketing experts here at PENNInk Productions would suggest are strong signs that your brand’s website could do with an update?
1. Key information is missing
Does your website provide all of the vital details the prospective buyer needs to know if they are to complete their ‘journey’ to actually purchasing a product or service from you? Or has it suddenly become apparent to you that something crucial is absent?
If the latter’s the case, we’d suggest you edit your copy straight away with that vital information.
2. Site metrics are poor
Does your site suffer from high ‘bounce rates’ (users landing on a page of a site and then immediately leaving)? Or perhaps users are spending hardly any time on each of your site’s pages, despite continuing to navigate them, or the number of page views your site gets is really low – or really high?
‘Abnormal’ metrics like this, combined with low conversions, indicate that your site may be failing to engage your visitors or provide them with the specific information they’re seeking. In that case, a redesign, refresh or content update might be required.
3. Pages load too slowly
Previous Google research has indicated that your site’s pages need to be loading in just two or three seconds at worst, if you are to avoid a really detrimental effect on conversions and other metrics like the above.
Yet, another recent study has found that only 3% of marketers have cited the improvement of their site’s loading times as their top priority in 2019. There’s a good chance, then, that you’re seriously overlooking this aspect of your site if its performance is currently below par.
4. Not optimised for mobile users
You don’t have many excuses for failing to have a mobile-ready site as we look to 2020; after all, Google’s ‘Mobilegeddon’ algorithm update that made mobile a ranking factor was rolled out way back in 2015. That’s practically ancient history in SEO terms.
Plus, with mobile devices – not even including tablets – now accounting for about half of all web traffic across the globe, it’s hardly as if making your site smartphone-friendly is likely to become any less urgent a requirement any time soon.
5. You just don’t feel proud of your site
Is there an instinctive, nagging little ‘thing’ in the pit of your stomach that’s preventing you from feeling excited about showing off your website to the world? If so, it’s probably a good idea to listen to that inner voice. It may well be giving you wise advice to put a bit more work into your site in the days, weeks and months ahead.
Remember… you need to be a proud ambassador of your brand and everything it does, which very much extends to its website. If you aren’t enthralled by what your site offers and the difference it’s making to the world, you may struggle to convey much enthusiasm about it to your target audience.
Don’t worry if you feel the need for a little extra help…
Of course, while a good website will be constantly evolving, you might need a different pair of eyes from time to time, to help you to determine precisely what aspects of your site should be revamped or updated.
That’s why it can be such a good idea to get in touch directly with the web marketing experts of the PENNInk Productions team, so that we can assist in guiding your brand’s online presence moving forward well into 2020 and beyond.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.