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For example, adding new content to keep your audience interested. But when was the last time you made sure your website was actually up to date?
By that, we don't just mean adding new content. We also mean revising existing content, removing content that's no longer relevant, and refreshing your web design and navigation for best effect.
You’ve probably directed most of your attention to driving potential leads to your website. And let’s be honest, that’s a big part of it. But what happens when they get there?
Are you giving your audience the best on-site experience? If your website isn’t up-to-date, then you might not be.
The tricky bit is that there are so many different parts of your website that can very quickly become outdated, obsolete, or even risky for your users. Here are some areas to keep an eye on…
You create a bad first impression, which results in your website not generating leads.
Of course, the overall impact of an outdated website will mostly depend on what it is that’s out of date.
Out-of-date contact details, for example, can introduce frustrations and lower trust.
When it comes to outdated technologies, on the other hand, these can increase load time and even introduce security risks.
But whatever it is, it’s all likely to have the same end result: a website that doesn’t generate leads, doesn’t help to progress the customer journey, and ultimately prevents revenue growth.
Your website is the silent salesperson for your business and first impressions are super-important.
If your website is poorly designed (think scruffy) and looks like it last got updated in 2005 (think bad hairdo), the chances are that your visitor (possibly your next big customer) forms a pretty bad impression about your company and even your products and services.
The "bounce rate" of visitors who land on your website pages is a great Google Analytics metric that helps you understand the "dwell time" (how long website visitors take to read and take action on your content).
Whilst this isn't the only metric you should use, if your bounce rate is low, it's a good indicator that your page is performing well. A high bounce rate can indicate a poorly constructed website with content that doesn't engage your audience.
High bounce rates could also indicate that your visitor quickly got what they came for and left, so it's important to maximise the opportunity to really provide value for the potential prospect.
It is likely that your visitor has found the website via organic search or paid ads. They may already have your website address via a company look-up - either way, they have arrived for a reason.
Our friends at Crazy Egg believe you have just 15 seconds to generate interest across your whole website - your landing page probably has even less time to engage the visitor.
Don't give them the reason to leave early to find another company that can help solve their problem.
Research suggests that the average lifespan of the main website design and infrastructure is 2 years and 7 months. Content, of course, will need to be updated more regularly.
On top of that, for engineers working in fast-paced environments, with emerging technologies and new methods and processes, updates will probably need to be made more often to keep customers and leads in the loop.
Make sure that you’re always asking one vital question: how does my website look to my audience?
Every website needs ongoing maintenance, regular updates, and a total overhaul every once in a while. These will all help to keep users engaged, build their trust, and ensure they have the information they need to move forward in their journey and make a purchase.
That’s what’s going to maximise your leads and online revenue.
And subscribe to our blog for more support and advice. We regularly offer guidance for overcoming some of the biggest obstacles that are standing in the way of your business boosting sales, profits, and revenue.
Thank you for contacting us.
We will reply to you in the next 24-48 hours.
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