Many people tend to think of their website as a business card: once the text is written up, the design is done and the whole thing is published, the task is finalized. When you refer people to your website (or they find it on their own), all the necessary information is there, along with your contact details to get started.
In reality, creating a website is more like building a project car: it requires regular maintenance, updates and revisions to gradually improve it over time.
There are plenty of reasons why you should regularly service your website, but here are the three key reasons:
Search engines like Google have a specific system in place for ranking websites when users search certain keywords. One of the primary factors of this ranking system is, “Which website has the most relevant, accurate and up-to-date information?”
Therefore, businesses that regularly update their web content to remain current will rank higher than websites that haven’t been updated in three years.
Whether you’re an electrician, cafe owner or law firm, it’s important to regularly reinforce your status as a credible authority on whatever product or service your business provides. Posting a few short, simple blogs periodically can take care of this, and search engines will reward you for it with a higher ranking.
The logic behind this point is quite simple – the quality of the website reflects the quality of the business. If your website looks stale, outdated and crappy, potential customers are more likely to think that your products and services are of the same standard.
In an era where 81% of shoppers conduct online research before committing to a purchase decision, your website is the first port of call for a large majority of your customer base.
It’s the first impression of your business that the customer gets… so make sure it’s a good one!
Finally, security plays an important role in website maintenance. Failure to stay on top of software updates and other developments in security patches can cause your website to deteriorate and start glitching, crashing and becoming an easier target for hackers.
Not only will a regularly serviced website help your business gain online exposure and attract new customers, but it will ultimately make your life easier as well. To go back to the “project car” analogy; the longer you neglect it, the more of a headache it becomes to fix!