The digital marketing world agrees that a professional services firm’s website needs an update every three years. Keeping that schedule allows for upgrades in web design, technology, and website performance.
So however upsetting this statistic may be, accepting it is the first step in creating and maintaining a successful site.
The second step is figuring out if your professional services business’s website is nearing the end of its tragically short lifespan. We can help you there.
When deciding if your site is in need of a fresh coat of paint, there are three key things to consider.
- Tired Design or Style
- Poor Website Performance
- Outdated Technology
This blog will walk you through these considerations and provide clear warning signs for each.
Signs Your Professional Service Firm’s Website Needs an Update
Design and Style
Your site is a reflection of your business. Just as you wouldn’t want a customer thinking your product is outdated and unrelatable, your website should not be either.
What was a popular website design three years ago is probably not popular now. Take a look around the internet. More than likely, you will find most of the websites look vaguely similar. A sign that your site is behind the times is if it doesn’t look like everyone else’s.
This isn’t to say you cannot have unique and creative design elements. We’re referring to the overall “feel” of the site. For example, many sites have favored the clean and simple design style for the past several years.
Website Performance
In this conversation, performance encompasses two things.
- Does your website reach your goals?
- Is your website appearing on Google or other search engines?
The first thing you should do when analyzing performance is reflect on the purpose of your website. A website can have several purposes including providing important information, selling products, or generating leads.
Knowing the purpose of a website will help determine how effective it is. For instance, if the purpose of the website is to generate leads, a contact form should be easily accessible at all times. If you find there are ways to improve your website to better serve its purpose, it’s probably time for an update.
The second thing to consider with website performance is SEO (Search Engine Optimization). SEO is simply a way to improve your site to make sure it appears in organic search results.
A redesign opens up the opportunity for businesses to improve or rethink their SEO strategy or to implement an SEO strategy for the first time.
A definite sign that it is time for a website update is if you have not yet introduced any SEO strategy to your site.
Technology Upgrades
The technology of the site works closely with the other two categories. It encompasses the small details that help a site reach peak performance.
A major sign that a website needs an update is if it is not mobile-friendly. According to Google, over 50% of all web traffic comes from a mobile device. This feature is no longer optional.
It is important to note here that hosting separate mobile and desktop sites is not going to cut it. Instead, your website should have one design that is able to adapt to different screen sizes.
Outdated technology can slow down your web page loading time as well. Loading speed is a crucial consideration for the SEO we previously discussed and has a massive impact on a customer’s satisfaction and willingness to stay on a website.
Another significant aspect of outdated technology is site security. Cybersecurity is more important today than ever before. An outdated website may be more vulnerable to bugs and other security concerns.
Whether or not a website needs an immediate update, one should always monitor these three components. Staying on top of these things can even increase the lifespan of your website.
Remember, a professional service business’s website often serves as the first impression for potential customers, and it can even make or break an existing customer relationship. Set aside time to review and manage your website regularly in order to always have your best foot forward and keep your website up to date.