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Dangers of Leaving Your Website Outdated

Does your business’ online presence affect its success? According to a research study, “United States B2C eCommerce Country Report 2017” by eCommerce Foundation*, about 88% of consumers conduct an online search before making a purchase decision either online or in-store. This tells us that the competition for a consumers’ business is taking place not just in the aisles but more frequently, online. Serving as your digital storefront, your website is potentially one of the most powerful tools you have to take on competitors and help your business thrive.

One of the easiest ways to use your website to your advantage is to always keep it up-to-date and well-maintained. Is your website fully up-to-date? How can you tell if it’s outdated? When was the last time you thoroughly went through your website to assess it?

When your website is outdated, you run the risk of leads and customers having a negative experience or perceptions, which could develop into the following issues:

  • The quality of your product or service become questionable
  • Your brand does not appear professional or as an industry leader
  • Credibility of your brand or products/services drops
  • Leads and sales drop
  • Loss of market share to your competitors

How often should you update your website? This answer will vary for each business and situation, though there are some staples that hold true across all industries.

If you have made changes to your hours of operation, location, employees, service, and/or core business deliverables, those updates need to be made as soon as they occur.

If your business’ website regularly publishes a blog or other resources that are being consumed by your customers, you should make those updates regularly and as often as appropriate. Ensure that these resources are being created with fresh and engaging topics, being careful not to repeat the same topics too frequently. In addition to providing good information to consumers, websites that are updated more regularly with fresh content get an increased ranking on Google. This is because Google wants to be at the forefront of news and new information.

Looking to evaluate if your website is up to date or not? Review your website using this checklist:

Signs of an Outdated Website

  • Call to action no longer relevant (Is there a clear call to action at all?)
  • Information (phone numbers, address, services, etc.) no longer accurate
  • Promotional offers, coupons, and discounts expired or no longer relevant
  • Cluttered design, images, text, and empty space need to be used in balance
  • Not enough text or too much text
  • Not mobile optimized – no matter how big or small the screen viewing your website, it should be visible on all devices
  • Not optimized for appearing in search engine results (SEO)
  • Pages take a long time to load
  • Conversions coming from the website have dropped
  • Not branded (website design is inconsistent with your business and brand in colors, logos, verbiage, content on site, etc.)
  • Includes awkward stock photos (don’t appear to “fit” your business)
  • Difficulty maintaining and updating the website
  • Has broken links and/or images
  • Outdated images of team members, company, products, etc.
  • No recent samples of work
  • Too much keyword stuffing and doesn’t read naturally
  • Not easy to navigate
  • Your business is dropping in search results/Google rankings
  • Not built for conversion – visitors should have clear and easy steps they can take to perform your desired action at any given moment on your website
  • If your company is significantly changing its product or service offerings, consider a complete redesign.

Depending on how outdated your website is, it could require a few minor updates or a total redesign. Ask yourself this final question: “Is my website telling my brand’s story in an accurate way? And as a result, is it successfully converting leads?” If your answer is “yes,” then you are on the right track and a redesign would be a luxury, not a necessity. If your answer is “no,” you should consider reworking the website while going through the checklist above. You may consider consulting with an outside strategy firm who specializes in website development to ensure your site is optimized for converting leads into loyal customers.

*https://www.ecommercewiki.org/reports/541/united-states-b2c-ecommerce-country-report-2017-free

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.