5 – Dated or incomplete content.
I recently updated a website for a client that was designed in 2007 and still had pages that were “Coming Soon!” Unfortunately despite best intentions this is not at all uncommon. A company’s website is very often the primary source of information for customers. Incomplete or inaccurate information is not only unhelpful, but it can be detrimental to your relationship with your customers.
4 – Your website was designed as a static site.
Internet technology is advancing at an astounding rate. Things that were not possible a few years ago are now commonplace. If your business or market is dynamic and changing, you should have a website that allows you to update content easily and frequently. Websites built on the framework of a content management system (CMS) provide a user friendly administrative interface. Through this interface website administrators can easily maintain, update and add content to the website. A CMS is a must for any company that wants to make changes to the content of its website.
3 – Your website is not meeting your current business objectives or keeping up with your marketing plan.
If your website is an eCommerce site, the intended purpose is obvious, to generate sales. In this case it is easy to evaluate the effectiveness of the site. However, in most cases the intended purpose is not as well thought out and the effectiveness is much harder to evaluate. It is a good exercise to give honest thought to what you would like your website to do for your company and critically evaluate it’s effectiveness in achieving those goals.
2 – Customers can’t find you on Google or other searches.
Except for the most established of brands, the majority of web traffic comes from search engine inquiries. Further, an analysis by iCrossing estimated that 95 percent of all site traffic from search engines comes from Page 1 results. Unfortunately, just having a website isn’t enough to rank high on today’s search engines. The algorithms search engines use to rank sites and respond to inquiries are very complex and ever-changing. However, there are a number of strategies in web design that help us optimize these rankings. This process is referred to as Search Engine Optimization (SEO). If your site has not been updated in the last two years, it is a good bet that it is not optimized for search engine results.
1 – Your website is not optimized for mobile devices.
Google and Ipsos have reported that 94% of smartphone owners have searched for local information. Further, 57% of users say they would not recommend a business with a poorly designed website, and 40% have turned to a competitor’s site after a bad mobile experience. With mobile use pacing and soon passing desktop use, this is an audience that cannot be ignored. Your site should be esthetically appealing, navigate easily and present information in a mobile friendly manner on a variety of mobile devices and screen sizes. Some examples of mobile friendly information are phone number links that auto dial, maps that link to Google Maps, and content that is optimized to load quickly over mobile networks.
If you find that your website is not making the impression that you would like it to, I encourage you to give serious thought to what you can do to improve your website. Need assistance? Contact me.