By Emily Shea, VP/Partner & Executive Creative Director
March 09, 2017
We recently revamped our website at S&B. It took a bit of time because, as always, our priority is our clients. It was important for us to take a critical look at how it was performing, what it was communicating, and how it fit in with our latest brand evolution.
It was a labor of love, to say the least. And I bet you’re thinking we’re glad we’re finished. Guess what? We’re just getting started.
Here’s the thing: A WEBSITE IS NEVER DONE.
As humans, it’s natural to want an end point. But, like it or not, there simply isn’t one with a website. So while we made our toasts and celebrated the completion of phase one, we immediately started looking at analytics and planning for phase two. And phase three. And so on and so on.
If you think your website is “done,” whether it’s just been revamped or you haven’t touched it in quite some time, it’s critical that you resist resting on your laurels. Chances are, it’s time for a refresh, or even a complete overhaul.
Here are just a few of the reasons the time for a website update is now:
- Technology is always changing.
You’ve heard this before, and if you’ve ignored it, you could be missing out on big opportunities for your business. From search algorithms to viewing devices, all things technology are in a constant state of flux. It’s essential to keep an eye on performance factors in order to troubleshoot areas where you may be behind. We do this with a variety of analytics tools for our clients—and ourselves—on a monthly and sometimes even weekly basis. This is important because sometimes the smallest change or update can result in more viewers, more engagement, and more transactions.
- User behavior is always changing.
The way users expect to interact with websites is also in a perpetual state of flux. With more people than ever engaging with apps and other content via mobile devices, their preferences for engaging with web content, whether it’s on a desktop screen or a handheld one, should be constantly assessed and addressed. In order to know if whether your UI/UX strategy needs an upgrade, start by checking for clues in your analytics to where you may be lacking. A partner who is up to speed on current UI/UX trends can also lend a hand.
- Your company is always changing.
Products, services, people, customer profiles your brand… these are things that are continually evolving at every successful organization. Is your website up to speed on all these changes? At S&B, we recently refreshed all of our agency branded vehicles. In order to have a fully integrated presence, this had to include our website. Not only did the overall aesthetic change, the content was updated as well. We also created a process and implemented technology that ensures our content can be easily updated so we are never stagnant and always moving forward.
- Your connections are always changing.
A website is just one component of your overall digital strategy. At least it should be. In order for it to work optimally, you also need to be active in other digital channels, especially social channels. By doing so, you’re constantly engaging new people. You also have the opportunity to learn who those people are, the type of content they like, and endless information that can turn them into customers. All of this data is at your fingertips. You just have to access it, interpret it, and execute a strategic response.
- Your site is just plain stale.
Even if you think your website is fine, be honest with yourself. Could it be better? The great thing about a website is that while everything around us is changing (see reasons 1-4), websites can change, too. They aren’t sculptures: they are living, breathing entities. And regardless of your organization, your users are looking for something fresh when they come to you. Are you delivering? Even the slightest adjustments can make for a dramatically different experience.
We hope these tips help you optimize your website for maximum performance. If you have any questions, let us know in the comments below… we’d be happy to help! Want to get a jumpstart on your own website update? Send us an email at firstname.lastname@example.org .