Time flies when you’re having fun.  How long has is been since you launched your website or updated your website strategy? Is your website two years old or more?

That’s right, just 24 months. President Obama was being re-elected and we were all dancing Gangham Style.  If it’s been that long and you have not made major changes or updates to your website, you are likely missing out on customers.

Here are four BIG reasons why its time to update your website and web strategy:

Your Site Is Likely Not Mobile Responsive

Accessing the Internet from a desktop is sooo last century.  Here’s proof:

  • More than 20 percent of Google searches are now being performed on some sort of mobile device.
  • In 2012 over half of all local searches were done on a mobile device.
  • 25 percent of Internet users only access the Internet via a mobile device in the United States.
  • Sometime this year, mobile Internet usage is expected to overtake desktop usage.
  • Do you send email newsletters? 25.85 percent of all emails are opened on mobile phones, with another 10.16 percent being opened on tablets. So those links in your email to your site are being seen on mobile devices.
  • Do you encourage Facebook, Twitter interactions with your customers?  1/3 of Facebook users use FB Mobile, 50% of Twitter users use Twitter Mobile, so they are also linking to your site on mobile.  Source: Smart Insights

If your site is more than two years old, is likely hard to read or navigate on a phone or tablet. In today’s instant gratification, on-the-go world, most potential customers will not have the patience to interact with it – a missed opportunity.

In late 2011 and early 2012, Mobile Responsive design started to be adopted in site development.  What does it do?  Without getting technical, your site automatically resizes its elements (text, headlines, photos, menu) depending on what size browser the user is viewing it on, presenting a very legible version of your site.  To see it in action, take a look at this site on your phone or on this screencheck site in various browser formats.  Compare your site to our site or maybe your competition.  If its not mobile responsive, you’re losing customers.

Google Keeps Changing, Your Website Must Too

Organic search is constantly evolving and in the last three years Google, through its Panda update to its algorithms, has made some its most important changes to date.  So if your site is more than two years old, your site may be getting penalized by Google for:

  • Keyword stuffing – A trick a few years back was to use keywords in excess to get Google’s attention.  A big downgrade from Google.
  • Thin, old content –  If you haven’t been updating and keeping content fresh, or if this content is less than 300 words per page, Google will not favor it.
  • Duplicate content – In lieu of original content, it was common to grab content from other sites and feature it as a service to readers.  Google likely views this as duplicate content and will downgrade you for it.
  • Linking Strategy – There was a time when linking to as many sites as possible and getting backlinks to your site increased your SEO.  Google now scrutinizes these links closely, so if they are not well aligned with your content as far as quality and relevance, links can work against you.  It’s about quality, not quantity.

Bottom line, there is a right way and wrong way to improve search rankings.  Keeping up to date with changes in Google has to be done yearly.  When’s the last time you took a look at your site’s structure?

Now More than Ever, Content is King

Nothing attracts customers better than fresh, relevant content.  Its time to reevaluate why you created your website in the first place.  Are the goals of your website current?  Does your content reflect these? Is it communicating to your audience?  What’s happening in your industry?  What’s your competition doing?  Is your site reflecting your company as an authority and leader in the industry?  Google will recognize this and your place in search results will reflect this.  Your customers will find you.  Will your site be ready to convert them into a customer?

BIG Changes in Web Design and User Experience

Take a look around the Internet.  Sites have evolved in just the last two years.  Big, bold photos, graphics, and fonts fill your screen.  They reflect the need to quickly route your customer to content they are looking for.  Your customer will give you no more than 10 seconds to find what they are looking for.  A home page is not a destination; it’s more like a traffic cop.  Where do you want to go?  Let’s get you there.  These bold graphics include important call to actions that are there to route customers to the right content, to the appropriate level of the sales funnel.  If they are in research mode, it’s leading them to rich content about your product or service.  If they are ready to buy, they are just a few clicks from purchasing online or contacting you. Navigation structure is now more critical than ever. If your site is more than two years old, you may be wasting your customers’ time – and missing sales.

If you haven’t addressed these changes, we can help.
Schedule a free assessment of your website and online strategy.

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