How to Breathe Life Back Into a Tired Website
Is your website an after thought? A project that you got excited about but then as time went on left in the corner to die a slow and painful death? Unfortunately, this is a common reality for many small business owners.
The good news is there are some quick and easy ways you can breathe new life back into your company website and start driving business and boosting your bottom-line.
1. Start with a design refresh.
If you’re using a content management system like WordPress, changing your website’s theme can be a really easy and affordable way to breathe new life back into your website. A quick visual refresh to make your site appear like you’ve done a total rebuild can be the catalyst for a marketing campaign informing your customers about your services and a new digital lease on life.
2. Support your website with an email marketing campaign.
Email marketing is one of the highest converting marketing channels online. An email marketing campaign sent to your database (if you have one) summarising your services is a great way to spark your contact’s interest and drive enquiry. This would be a great follow up on a quick design refresh, but like your website, try to keep your updates semi-regular.
3. Keep your pages fresh with a social feed.
Google loves to see website pages that are constantly updated. A quick and easy way to do this is by adding your social media feed to your site. By releasing the odd social media update, you’ll be able to let your customers know you’re active online and give them a reason to revisit you. Not only this but you’ll be able to grow your social media followers faster due to a widened visibility of your social profile.
4. Fix your broken links.
There’s nothing more annoying to website visitors than broken links across a site. Not only does this impede their on-site journey, but it also gives them the impression that you’re not taking much of an interest in running a professional website.
Broken links can be tricky to find, especially if you’ve got a lot of pages on your site. I recommend trying a tool such as Xenu’s Link Sleuth which has been around for years and is widely used by development agencies to monitor broken links.
5. Add new content at least once per fortnight.
There’s no magic wand when it comes to keeping a site fresh, at least not, when it comes to new content. As a minimum, you should be aiming to add at least one new blog post to your site a fortnight to let your visitors know that you’re still there, are actively engaged in your internet marketing strategy, and can add value to their lives. If you’re not keen on blogging, look at ways to add more product pages to your site. This is a great way to not only provide enhanced product details but offer niche information which is generally what people are looking for online these days.
6. Do a spelling and grammar check periodically.
If you’re going to be adding new content to your site on a semi-regular basis, then you want to make sure that you’re watching out for nasty spelling and grammar errors. You’ll be surprised how often your user base will pick these up, and look for them if they haven’t been fixed upon revisiting your site. If you’re not a grammar expert, get a friend or colleague to help out as this can be a great way to improve the overall quality of your site.
7. Use bright, positive imagery to reinforce your brand values.
Not many people like to read website content these days without supporting imagery to break up a page. If your pages are text heavy, using images from stock sites is a quick and easy way to spruce up your site. It used to be that stock image sites offered ‘lame mass-produced images’ on their sites, but now sites like Shutterstock, Getty Images, and iStock offer super high-quality images at reasonable prices, you really can’t miss.
Your company website is one of the most powerful assets you have. The message your website sends to your customers can be the difference between building a highly profitable business relationship or missing out altogether. That’s why paying attention to what you’re communicating online and keeping your site up to date is a vital part of running a modern-day business.
If you’re looking to enhance your online presence, I recommend getting in touch with a professional web development agency who’ll be able to help you prioritise what you need to improve on your company website.
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