Why You Should Never “Set & Forget” Your Website

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[vc_row][vc_column][vc_column_text]Recently, we met with a local company to discuss their internet marketing strategy.  Our first impression was one of success- fancy cars in the parking lot, quality artwork hanging on the walls, stylish furniture, and top of the line technology from phones to computers.

During our conversation, they shared with us that they had been very profitable for a long time, but lately business seemed to be on a decline.  In the past, they would have business come in from all corners of the globe.  Now the majority of their sales were within a 50 mile radius of their Charlotte headquarters.

Their sales and marketing materials were all on point and updated to reflect their current capabilities and specialties.  Shockingly, their website hadn’t had the same attention and care that the printed materials had.  By comparison, their website was outdated.[/vc_column_text][vc_column_text]This business’ leadership, which was very sharp, had updated the website a few years ago, and it looked good (for the time it was created) but didn’t reflect their current state.

We suggested that a website ages like a dog- one year of a website’s life is equal to seven human years.   If we agree that a website is a dynamic marketing tool, it needs regular weekly updates to grow (or at least monthly).   Search engines will love your site more, with the potential for increases in traffic and sales to follow.

The owners had been totally focused on WHAT the website looked like, not HOW well it worked to create business opportunities.  With apologies to Ronco (infomercial king), the “set it and forget it” mindset doesn’t work when it comes to an effective website strategy.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Imagine that your newly designed website is like the prettiest girl at a party.  She gets a lot of looks, guys lining up to see what she’s got to offer.  But if she (your website) doesn’t have anything of quality to say (compelling website content), the potential suitors lose interest and start looking for the onion dip.  And now they’re thinking “she looked like she could have been the one!  Oh well, back to the search engines!”.

Of course, we can all agree that a website SHOULD look good.  But more important than looks, is the great content it provides to potential customers to draw them into your business.   Here are 3 quick tips to keep your website evolving and creating new customers:[/vc_column_text][vc_row_inner][vc_column_inner width=”1/3″][vc_single_image image=”18062″ alignment=”center”][vc_custom_heading text=”Update your site regularly” font_container=”tag:h2|font_size:25|text_align:center” use_theme_fonts=”yes”][vc_column_text]

This can be as easy as doing before and after photos, success stories, current press releases, or updating your portfolio.  It is bad to see content which was last updated years back.

Your perfect client’s “reality” perception is that your company is out of business.  Or worse, doesn’t care.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”18063″ alignment=”center”][vc_custom_heading text=”Keep your website organized” font_container=”tag:h2|font_size:25|text_align:center” use_theme_fonts=”yes”][vc_column_text]

Start with a clear message to website visitors.  Uncluttered design that leads the visitor deeper into your site helps break down barriers to do business with your company.  A site with no direction or clear flow on what to do next confuses prospective clients.

Your perfect client’s “reality” perception is that your business is not organized, and maybe doesn’t know what it’s doing.

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_single_image image=”18064″ alignment=”center”][vc_custom_heading text=”Fix what’s broke” font_container=”tag:h2|font_size:25|text_align:center” use_theme_fonts=”yes”][vc_column_text]

Make sure the Theme & Plugins on your site are current, and are compliant with Google Search Algorithms.  Slow load times, broken links and disabled plugins contribute to the message “Where is the love?”

Your perfect client’s “reality” perception is that your business is neglectful / negligent / sloppy.  They may even wonder how you can handle their business if you’re not handling your own.


Rachel Woods

Rachel Woods

Rachel Woods is an award-winning website developer with 20 years of graphic design & website design/development experience. While design is one of her passions, she enjoys teaching entrepreneurs how to get more clients using mindset techniques and principles.

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