Spring is often associated with a fresh, new, clean start and a renewed sense of life. For many, this getting rid of the old and in with the new takes on the form of spring cleaning. While you may be thinking about the house, why not think of refreshing and reviving your business’ website? After all, your website is your business’ presence online and is the first interaction customers have with your company.
Does your website accurately display your company’s character, personality and culture? Is it current and up to date?
Like your home, you may acquire a different taste in décor and choose to go beyond cleaning to overhauling a room’s look. Spring is a great time to do the same for your business website.
There are some things to consider when spring cleaning your website:
Update Content and Information
Does the content of your website still embody your company’s personality and mission? Is your last blog post or “news” item from a year or two ago? Is the company contact information and personnel biographies current?
Nothing is more boring or unprofessional looking as a website that is full of outdated, incorrect information. Additionally, consider adding regular blog posts so your site. This can give your site a constant stream of fresh content that piques the interest of customers and catches the attention of search engines.
For e-commerce websites with online ordering and a catalogue of products, make sure the description for each product is correct and updated. Be sure to display current inventory, not discontinued items.
Test Out the Website’s Usability
Is your website easy to navigate and do all the internal links work? If not, site visitors will be quick to leave. It is also a good idea to check if your website is compatible on different devices such as phones and tablets. Also, look through all the content for grammar, spelling, punctuation errors and industry jargon. The tone and style of the content should be consistent on each webpage and should reflect the image and personality of the brand.
A website that looks nice and is easy to use increases the time visitors spend on the website, whereby increasing their chance of converting.
Give it a Fresh Look
Like your personal home décor preferences, your business will undergo a brand refresh to update and freshen its look to match its evolving personality. The frequency of this change can also be attributed to the preferences of a business’ targeted customers and the industry a business is in.
When undergoing a brand or website redesign, it’s a good idea to work with a professional website designer as they know their way around the colors and font styles and sizes and their emotional and psychological effects. He or she will know which complimentary colors should be incorporated as well as the appropriate website design and layout for the look and feel of one’s brand and the personality it wants its website visitors to experience.
In addition to changing up the layout, typography and color scheme, also consider adding new photos (that are optimized) along with fresh content. Adding an events calendar and current news can also revive the appearance of a bland website.
Make Sure the Links Work
Outdated or broken links can can lower your business’ credible, trustworthy, professional appearance. If the internal and external links point to pages that are either outdated or no longer exist, your page’s SEO and online visibility can suffer. One should check out each link on their website frequently and regularly.
Make Sure Third Party Website Apps and Extensions Work
Are your company’s social media and RSS feeds properly linked and connected to your website? Are third party on-page analytics trackers up and running? Is the spam filter on your blog post comments turned on or should you disallow all commenting on old blog posts to avoid spam? If your business has an app, does it work properly? If the third party apps and extensions installed on your website fail to work properly, you miss out on taking the biggest online advantage you have, making your content shareable, and valuable analytics information about your website users and their behavior and interaction with your website. Without these analytics data, it is hard to assess the areas of improvement.
Evaluate and Clarify Your Site’s Call-to-Actions
Are the calls to action (CTA) of each page of your website obvious and clear? If it isn’t noticeable or clear, website visitors won’t know what action to take which can lead to missed conversions, purchases and e-newsletter subscriptions. When people come to your site, they not only want to quickly find the information they are looking for, but they also want to be told what to do with the information you provide.
Renew or Re-evaluate the Domain Name and Web Hosting Plan
It’s always a good idea to look at your website hosting plan each year as many plans require annual renewal. Did the hosting provider take care of any or all the glitches of your website? Did they provide adequate website protection? Were they responsive and easy to work with? Did prices go up or do you feel like you’re overpaying for service? Your website can’t function without a hosting provider. You need to be sure the one you choose is skilled, experienced, trustworthy, responsive and are comfortable to work with.
Similarly, yearly evaluation of your website’s domain is also a good idea. Does it clearly communicate the company’s name and targeted keywords? Is it catchy, concise and memorable? If you’re overhauling a company re-brand, will the current domain name fit the new brand identity and personality?
Spring is a great time to clean up your website and bring new life into your business. This entails ensuring that your website functions correctly, that it is easy to navigate and that the content is accurate and current. Besides being easy to use and fun to interact with, one’s website may be in need of redesign and a new look.
Whether you’re undergoing a major re-branding or simply want to make a few minor tweaks and improvements, the professionals at SEO.com can help. We are a full-service digital marketing company with professional developers, website designers, content and SEO specialists and PPC professionals. Contact us today to learn more about we can help you in your website spring cleaning.
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