A website is a brand’s most important digital touch point, and it should be maintained. If you don’t change or touch things up a bit every two years, it just might be outdated. A company website plays a huge role in the buying process and should be able to communicate your value proposition to consumers and stakeholders. And in today’s digital world, technology and trends evolve quickly. Here are some good times to update your website.
Out-of-Date with Current Business Standard
It’s important to stay up-to-date with the current business standard. If your site doesn’t isn’t mobile-friendly for smartphones and tablets, it’s critical to get on-board with having your site work on mobile devices. Update your site using a responsive design.
Need More Leads
Your digital brand should provide the best user experience to contribute to a successful lead generation campaign. Update your website to personalize user experience. You should also have a website that drives traffic to targeted landing pages designed to generate leads. Be sure that your landing pages have enticing call-to-actions and offer a variety of choices, such as the chance to download a white paper or get a free e-book.
Changing Direction
If you’re changing direction, you should update your brand touch points to ensure a consistent, cohesive experience. Don’t let your site get stuck in the past and undermine the value of your new direction. The website needs to live up to your brand promise.
Expanding Offerings
When you’re gearing up for a new product launch, it’s likely that you’re going to get increased traffic. You want visitors to see your brand at its best. And if your site looks outdated, it just may hurt brand perception. Update your site to ensure that your brand is presented in an innovative manner.
Enhancing Brand Equity
There are times when you’ll need to build brand equity. For example, if you’re seeking to get acquired by another company, it’s critical for that company to see the value in your brand. If it lacks professionalism, it could hurt your brand’s credibility.
Updating your site’s brand image isn’t about changing colors and getting all fancy. It’s about making some special touch-ups to ensure that the site is up-to-date with technology, presents your message and meets customer expectations. Simply put, it puts your best foot forward and keeps you in the game. Be sure to take a good look at your website every two years. Consider it a check-up and a tune-up.
