How to Keep Your Business Website Site Relevant – Unfortunately, many business owners assume that all they need to do is build a site and it will take care of itself. The truth is that your site requires an ongoing relationship with you. Hopefully, this can be a fun relationship in which you grow your site as you grow your business. Here are some tips for keeping your site relevant and able to support your business well into the future:
Get to know your site intimately: Peruse your site as if you were a visitor. Visit every page. Visit often. Click links. Know where they’re supposed to go so that you know when they aren’t functioning properly. Really read the content — is it as valid today as the day you launched your site? Know when it’s time to update your messaging, refresh offers, and change images.
Track your site usage: Frequently review how your site is being used. Find out which pages are getting the most traffic, how long the average visitor stays on your site, and the percentage of visitors who complete a transaction. This data can help you tweak your site to optimize your visitors’ experiences and facilitate more completed purchases.
Before you sign with a Web site host, find out which statistics tools they provide and how frequently you can get reports.
Provide a means for feedback: Unfortunately, the ones who are most likely to stumble across issues on your site are your visitors. However, you can turn this into an advantage by providing them a means of giving you feedback, which will help you improve your site.
Make sure to respond to your customers, thanking them for their input and letting them know how you’ll resolve their issue.
Visit your competitors’ Web sites: Keeping up with the Joneses is the name of the game in marketing. If your competitors added new bells and whistles to their sites, it may be time to update your site as well.
Become Internet savvy: Wouldn’t it be great if your Web site was actually more advanced than your competitors’ Web sites? This doesn’t mean adding unnecessary frills; however, if you stay tuned to industry trends and Internet technology, you may learn of some features that’ll benefit your customers.
Get a face-lift: Even if your site has all the features it needs and everything’s working well, an occasional update to the look and feel can increase your traffic — particularly if you tout your new look in your marketing campaigns.
Plan ahead: The best way to ensure that your site will be relevant for years to come is to plan. Before you even launch your site, establish a timeline and set aside budget for fixes, updates, and face lifts. Without a plan, it can be easy to forget about your site. Time will pass, budgets will run out, and your site will have become outdated.
Additional Reading: Understanding E-business Marketing Messages