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January 9, 2019

Why It’s Important to Keep Your Website Up-To-Date

The process of launching a website for your business is the culmination of hours of hard work strategizing content, designing layouts, and working with your web development team. At the end of this long-winded process, you might be tempted to sit back and kick your feet up, however, the launch is really just the beginning of an ongoing project that you should continuously work on to improve. The “build it and forget it” mentality will see your website languish and content become obsolete.
Instead, the performance of your business website should be closely monitored to discover areas in which the website and user experience could be improved for visitors. Change is a constant in the digital world and having an outdated website is a big no-no.
Is your website living up to your marketing expectations? Are traffic rates increasing? Is there significant return on your website investment? If you answered “no” to any of these questions, keep reading. It does not have to be this way; you can (and should!) keep your website up-to-date, for the following reasons:

Make a Good Impression on Visitors

The look and feel of your website is one of the most important aspects of user experience and can have a great impact on the success of your site. If your website looks old or outdated, visitors are likely to leave without a second thought. Broken links and promotions that have expired should never be left online. An up-to-date website communicates to visitors that your business is active and able to stay on top of things, projecting trustworthiness and trendiness.

Give Visitors a Reason to Come Back

In the marketing world, there is a common phrase that states “it’s easier to keep a customer than to get a new one.” With that in mind, it is important to keep your website up to date and continue to provide relevant information for your customers about topics they care about, in order to keep them coming back. You can do so in a monthly newsletter or by promoting your specials online. By keeping your content current and informative, you can build a trusting relationship with your customers and ensure that you will have repeat visitors. A regular update like a weekly blog will entice your customers to come back on a regular basis.

Boost Your Search Engine Rankings

Search engines are constantly updating their algorithms in the same way you should constantly be refreshing your website. To ensure relevant visitors can easily find your site and that your site ranks well in comparison to your competitors, be sure to stay aware of the algorithm updates in addition to keeping your site current. After a while of being stagnant, search engines will quit evaluating your site and your rankings for important keywords could begin to drop drastically.  Amongst other factors, most search engines take into account how recent and relevant a website is.

Keep Information Safe

One of the primary ways hackers gain access to a website’s information is through exploiting out-dated software. From a technical point of view, security exploits can be made from the operating system through to changes in end-user devices, which mean keeping your security up-to-date is a never-ending task. An unfixed security issue could result in your site being hacked which could lead to legal repercussions if a customer’s personal data is stolen. Therefore, security fixes should be the top priority when it comes to maintaining an up-to-date website.

Stay Competitive

Maintaining your website can help to give your business an edge over the competition. Staying ahead of design trends, synchronizing blog and social media posts, and tracking performance analytics are crucial activities that boost your competitive advantage. Customers like to shop around and compare products and prices across multiple sites to ensure they are getting the best deal. After price and delivery options, it is likely that the ease of use and design of your website will become the major factors for the visitor in choosing which site to buy from.
Changing your website regularly also gives your marketing team more room to push promotions and improve sales. Maybe there is a new product line coming out that can be promoted, or a free giveaway is being run online – all of these business activities provide marketers with tools to push the information onto your website and boost your sales even further.

Get to Updating!

Ongoing website maintenance is the most crucial component of a successful website strategy; however, it often gets overlooked. Updating your site security and adding new content will help improve your online business performance and increase the return on investment after creating and launching your site.
Don’t just update for the sake of making an update; ensure the changes you are making to your website are always an improvement to site functionality or contains information that is of interest to your customers.

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