An Inactive Website is a Worthless Website
I’ve been building websites for 10 years, and throughout my web design career, I’ve observed countless businesses that neglect their online identity. Regardless of their dated website aesthetics, broken elements, and gruelingly-slow load times, these entities have continued to scale. Many of them have made the mistake of assuming that their clients and customers are OK with the poor website experience, but I can almost guarantee you that if they were to look into the data, their acquisition numbers are dropping. They are failing to acquire new customers.
If you don’t, your competition will.”
A Digital Reality
Let’s face it, we’re living in a digital age. We are so glued to our mobile phones that we might as well have them sewed onto the back of our hand! According to GSMA Intelligence, over 5 Billion people own a mobile phone at the time of writing this article. Furthermore, mobile device website traffic was as high as 52.99% in 2017, (up from 31.16% in 2015). So if these numbers are at all accurate, a website that hasn’t been updated in years is most definitely losing customers due to a terrible mobile user experience.
The Long Game
I redesign a lot of websites and many of these brands share a common mindset. They assume that if they refresh the look and feel of their website every four to five years, they’ll be doing their part in the world of online marketing. These owners and C-level executives assume that NEW = GOOD. They think that their shiny new toy [website] will impress their current database of customers, and lure in a bunch of new ones. They would only be half right in their thinking. Sadly, the side that they’re failing to recognize is going to eventually be the deciding factor of whether or not they are crushed by the competition.
We’ve been force-fed the idea that a new and modern website with all the bells and whistles is all that is required to scale our brand or business online. This narrow-minded strategy will only benefit a business in the short term. But the brands that consider the long game, the ones who put the right people in place to help create, maintain, and nurture a company’s online presence are the ones who’ll come out ahead of the pack.
Consistency Wins the Race
A good website changes, shifts, and evolves continuously. Not only does tweaking and adjusting textual and visual elements benefit your users with a fresh experience everytime they log on, but it get’s Google’s attention. Google releases their meticulous little bots into the digital universe every week or so. No one knows for sure how often, and it’s different for every website, but one this is certain; every little change to a website is recorded by the bots and accredited to overall SEO rank. Google loves active websites. New content, inbound links, website traffic, and even performance are all taken into account. The more time a company’s web development team contributes to these areas, the higher Google will rank your website and the more trust you’ll build with clients, customers, and prospects.
And on the flip side, a stagnant website that just sits there (looking pretty), will drop in rank, lose credibility, and seal its own fate with inactivity.
The bottom line is this; if you don’t, your competition will. The marketing game has become fierce, and if your business doesn’t have an in-house web developer to help with website updates week after week, you’ll never be the first choice for prospects. You should either have a small team or a single (well-rounded) web developer who also specializes in copywriting, graphic design, writing, strategizing, and marketing. It might sound daunting, but these people exist. You’ll have to dig your way through the mediocre ones, but with some diligence, you’ll eventually find the perfect Web Hybrid.
When you find him or her, agree on a fair monthly retainer and take your business your online platform to a whole new level!
Remember, the only thing worse than having no website at all is having a website that conveys laziness and inactivity.