Moving house: there’s nothing quite like it for forcing you to go through years of accumulated stuff and decide whether to keep or ditch. We’ve found the same with websites, as people typically go through all their content when moving to a new site or design, deciding what to retain, redo or remove. It’s very satisfying when you’ve done it.
Now that spring is here, now is as good a time as any to roll up your sleeves and give your website the attention it deserves. There is a lot to look at, so it is as well to do multiple sweeps through the entire site, so that you can focus on certain aspects without distractions.
1. Revisit your website’s goals
When your website was being created, you presumably came up with a few main goals that you wanted it to accomplish. (Otherwise, what’s the point, right?) What were you trying to achieve with your website? Think about those goals for a few moments before you dive into action. Perhaps they’ve even changed somewhat since you last thought about your website.
2. Rethink the navigation
Imagine you are a first-time visitor to your site. Look at the primary navigation and ask yourself if there is any way of rearranging things to make it easier for a user to accomplish the main goals. It may also be useful to ask a friend or family member to try this exercise. You may be so familiar with your site that it will be hard to take a step back and view it from an outsider’s perspective.
3. Do an informational sweep
There are probably a few pages on your site that contain incorrect or outdated information. Find them and either get rid of them or update them.
4. Do a technical sweep
Go through your site and check every link and form to make sure they are in full working order. The last thing you want is a confused or frustrated user who is unable to accomplish the goals of the site.
5. Do a consistency sweep
You have probably been adding content to your website for some time, or perhaps different people update different pages. Sit down and read through the entire site, page by page, making sure the text is cohesive and reflects your brand’s voice. Is the tone consistent? Is grammar and punctuation correct? If this seems daunting, hire a copywriter who can help you communicate the benefits of your brand in a consistent voice.
6. Do an image sweep
Visual content drives user engagement. Putting in new photos or graphics is a simple way to update your website with a fresh, appealing look. Don’t jam your site with a bunch of random visuals, though; make sure they are top quality and support your brand. You might consider hiring a professional photographer to take pictures of your products and/or your team.
7. Do a social media sweep
Skim each page ensuring there are easy-to-find buttons that link to all of your social media sites (Facebook, Twitter, LinkedIn, Pinterest, YouTube, Google+, Yelp, etc.). You might consider adding a Twitter feed if you’re active on Twitter.
8. Update testimonials
Do you have a dedicated space on your site for customer testimonials? If so, you might want to add a few more and even include a date stamp so it’s obvious they’re recent. If you don’t have any on your site, there’s every reason to add testimonials. Ask a few recent clients for feedback. Not only will you get quotes to add credibility to your website, but you’ll learn a little bit more about your customers, too.
9. Create a plan for adding content
It’s really important to have a content strategy. The best way to do this is to schedule regular blog posts for your website and keep your social media active.
10. Set up Google Analytics
Google Analytics is an extremely powerful tool. It can show you where and when visitors landed on your site, what they read, how long they stayed, what they were searching for, the browser they were using, where they live, and much more besides. It’s easy to set up and free.
If you have any questions or need assistance updating your site, feel free to contact us. We are here to help!
Edward Solomon has over 30 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.
