This is a question I get asked a lot, and understandably so. When you’ve invested the time and money into designing and building a new website, it’s tempting to think that’s it, job done.
However, just as consumer trends and online technology don’t stand still, neither should your website.
I believe the average lifespan of a website is approximately 2-3 years. It’s likely that if your site is any older than this, it will look it. The functionality won’t be quite as slick as newer websites. It’s responsiveness and capabilities may not be up to speed anymore. It might look okay, but is that good enough to keep driving your business forward?
Three years is a long time in business. What can change?
- Technology moves so fast that the elements in your website can quickly become out of date. For example, it wasn’t long ago that Flash software was used to create snazzy slideshows but now Apple phones and tablets, along with certain web browsers, no longer support Flash. If your website still uses Flash, it might be time for a rethink.
- Business priorities can change as you grow, target new people or launch new initiatives. The structure and content of your website should reflect this natural evolution of your business, or it will soon start to lose its relevance and credibility.
- Design trends move on apace in the digital world. What was the height of web design fashion three years ago wouldn’t be so today. For example, your website now needs to be responsive for easy mobile and tablet usage. Three years ago this was almost unheard of and certainly wouldn’t have influenced your search engine rankings in the way it does now. Is your website responsive? If not, it should be.
What’s holding you back?
Despite the business world moving on daily, it is common for small businesses to put off having their website updated.
I think people often see website design as a one-off activity. But it shouldn’t be. Instead your website should be an evolving piece of marketing, that is regularly reviewed and updated to ensure it continues to hit the mark.
All too often, businesses overlook the need to set aside budget for ongoing website maintenance, so when it comes to it, the cost for a complete overhaul seems expensive. It needn’t be. Reviewing your site ever 2-3 years will ensure it doesn’t get stale. Small, affordable updates can be made regularly, keeping your site fresh and ahead of the competition.
A new injection of life to an ageing website can be the key to delivering new business – can you afford to miss out?
