10 reasons why your website needs updating

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In this digital age, a business’s website is its calling card. A card which anyone with a PC, laptop, smartphone or mobile device can access. That’s why it’s imperative that you keep it up-to-date or risk turning prospective customers/clients away at first glance. If you’re a little unsure about whether action is necessary, take a look at our top 10 reasons your website needs updating:

  1. First impressions count. Your website is a reflection of your company, so if your site is poorly designed or has out-of-date information, people may assume that the way you do business is just as sloppy.
  1. Mobile takes priority. With research from Ofcom showing people send twice as long on their smartphones each day than their PCs or laptops, if your website isn’t mobile optimised, it’s about time you did something about it. Furthermore, Google factor in mobile responsiveness for those all-important rankings.
  1. Techniques and coding develop. Techniques and coding evolve every year with standards changing radically. Even a site that’s just a few years old could be slowed down by a lot of unnecessary HTML code – an issue which can affect your Google search ranking.
  1. Calls to action change. A clear and concise call to action is an essential element of a business website, but the actions you are hoping for visitors to complete may change with time. Take a look at your website and ask yourself if your CTAs are up-to-date, strong and clearly highlighted on the page? Are they persuasive enough? If not, it’s time to update.
  1. Measurement tools evolve. Measuring the effectiveness of your website is a critical part of perfecting your online presence. An outdated version may not be fully equipped with the best tools for the job such as conversion tracking and user recordings. This makes figuring out what works and what doesn’t much more difficult.
  1. SEO needs updating. The SEO of your website needs regular updates to ensure you don’t slip down the search rankings. Even with plenty of backdated content, if it isn’t new, fresh and playing by Google’s rules, it might not be seen as relevant anymore.
  1. UX needs tweaking. The user experience of your site is so much more than how it looks – it’s about visitors finding information and completing actions with ease. Updating your website gives you a chance to re-evaluate your UX and ensure it doesn’t fall behind that of the competition.
  1. It can affect your bounce rate. If a high number of visitors are bouncing off your website pretty quickly, it’s a sign of poor performance and that you need to update, fast. Monitor the bounce rate through Google Analytics so you can find out exactly where you’re losing your audience and can target your updates more effectively.
  1. Speed is essential. Always aim for the fastest loading speeds possible – users don’t wait around for long. Without regular maintenance you might find that your site slows down, meaning you could be losing out on customers. A tool like Google Page Speed Insights or Pingdom can help you work out which parts of your site are dragging the rest down.
  1. Better safe than sorry. Keeping your website up-to-date is your first line of defence against hackers – a threat which has grown in recent times. If your website relies on outdated technology, you can bet that it won’t be as secure as you would like.

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