Getting Back to Basics: Why Your Website Still Matters
In a world where there are so many ways to communicate with your customers and demonstrate brand value, it’s easy to forget the basics. One of the most important: your website.
It has been over 20 years since the Internet revolutionized just about everything and made the idea of a company website seem cutting-edge. Fast forward to 2019 and it is all too common to see company sites out of date, inaccurate and poorly designed.
Brands spend increasing amounts of time and money on social media, often forgetting that a website can often serve as a prospect’s first port of call. While social media is crucial for engagement and audience expansion, a website can often be a more effective tool.
That’s why regular maintenance, engaging content and a compelling experience are critical.
When a prospect’s interest is sparked by a brand name, their immediate next step is to check out the brand’s website. Why? In a world of spam and phishing schemes, a website lends credibility. Simple details such as up-to-date contact information, leadership team profiles and client references let potential leads know you mean business.
First impressions count. If your website is disorganized or out of date, a prospect can easily make the same assumption about your company. Have you ever been to a website and seen an announcement for a promotional offer that ended last month? Or the most recent news update you found is from a year ago and you are left wondering if the business no longer exists?
Your website doesn’t need to be flashy, but it should be easy to navigate, visually appealing and, above all, full of accurate and current content. Frequent updates demonstrate credibility, care and attention to detail—something that resonates with potential customers.
There are other factors to consider, too.
A prospect doesn’t always convert the first time. If someone is interested in your business, odds are they will return to your website more than once. Regular blog updates or fresh news content help retain their interest. The more content you have, the easier it is for you to learn what piques your audience’s interest and refine your content to drive even more web traffic.
Fresh content on your website is also critical for SEO. More content means more keywords. More updates makes you more prominent in Google’s search algorithm. These factors combined move you up in Google’s ranking index—the collective impact of which can be very powerful as you compete for prospects’ attention.
When we recently redesigned the Plat4orm website, we took all of these factors into consideration. Our business and team have grown rapidly in the past year, and we wanted to ensure our website represented all that we have to offer, was easier and more interesting for our clients (and prospects) to navigate, and easy on the eyes!
Today, why not take the time to navigate your own website and consider it through the lens of a potential customer? You might be surprised what you find.