Can you remember the last time you read your own website? No, seriously – the last time you looked at every single page, checked every link and read every word on it. If it has been a while then it’s probably time to refresh both your website’s content and its look. Below are seven steps you can use to give your site a tune-up:
- Simplify your website: Do you have pages crammed with irrelevant content? Get back to basics and look at each page of your site; ask yourself what the one action you’d like your visitors to take whether that be to sign up on your email list or pick up the phone and call you. Whatever it is, make that the only action to take on that page. Too many choices cause confusion and make visitors leave.
- Fix any problems: As websites and browsers get updated, things can become problematic in the design. One page has a different color or font, another has different margins or a different style. Links then get broken and next thing you know, the whole site looks chaotic. Take the time to check each page, smooth out the bumps and make sure information is accurate and links are working.
- Have a makeover: If your site has had the same look in several years, it’s probably starting to look dated. This leads to customers becoming bored and feel nothing new is happening at your company. Maybe consider a redesign that reflects your company’s current direction and attitude.
- Add news and updates: Want some free news coverage? Start to put out press releases by posting them on your site. If any reporters or interested parties visit, they’ll scan those and get the sense that your business has a lot going on. Each of those releases might spark media interest on their own, too. For extra credit, provide a specific media enquiry contact name, so reporters know just who to call.
- Update your About page. The About page is usually the second-most visited page of any site, which means it’s an important page that needs to put a friendly ‘face’ on the company. Rewrite it to include fresh company news — awards won, new products introduced, offices opened or new team members who’ve joined.
- Blog — or don’t. If your business website has a blog that hasn’t been updated in three months or more, it’s time for a serious talk. Blogs can drive new prospects to your site, but a dusty, dated blog doesn’t send a good message. Make a decision to either kick that blog back into gear — posting at least once a week — or get rid of it.
- Don’t be mysterious. You wouldn’t believe how many business websites I’ve scanned where the phone number, address, contact names, product prices and hours of operation are either hard to find or missing altogether. Check your site to see if your vital info can be easily found. Get those contacts in bigger fonts, up higher, and visible on every page of your site, not hidden under a ‘contact’ tab.