When is the right time to refresh your website?
In the brick-and-mortar world, you can build a shopfront that’s designed to last. But in the digital sphere, that same principle can cost you customers, clickthroughs and sales.
Failing to refresh your web copy, design and functionality can threaten your professionalism and reverse customer trust. So how do you know whether your web presence is due for an overhaul? Here are four ways to find out.
Tired web copy
Well-written web copy can double as a talented online salesperson by presenting your products, features and benefits in the best possible light. However, if your web copy is riddled with grammatical errors, style inconsistencies and business clichés then it’s definitely time to hire a good copywriter and revise.
Are you constantly inundated with complaints about slow-loading pages, an indecipherable checkout process or social sharing buttons that just don’t work? If customers take the time to express their frustration about your online business, it’s a powerful indication that you’re not on the right track. It’s worth collating a list of customer complaints and conducting an audit of your website – this can then help you brief your web designer or developer and equip them to fix the issues that plague your business the most.
Poor analytics results
Google Analytics can offer powerful insights into your customer journey as well as the elements of your website that drive conversions. But if you’re noticing that customers are abandoning their shopping carts or browsing without buying, it might be time to introduce some new fixes. Enlarging the ‘buy now’ button or removing pesky registration pop-ups are smart ways to refresh your website without putting pressure on your resources.
If your website constantly experiences slow loading times or freezes regularly, its time to invest in new infrastructure or start from scratch. The highly competitive online world isn’t kind to online businesses that aren’t customer friendly – a fact that could threaten your survival.
Updating your website regularly is key to being a savvy web operator with a focus on putting your customers’ best interests at heart.
When was the last time you refreshed your website?
WebCentral can help your business website get a makeover. Our consultants are on hand to help you so contact us on 1800 800 099.