You may not know it, but your website is one of the most important marketing decisions you will ever make. It’s a key component to any brand and an integral part of making and keeping customers happy. But what if that site isn’t up-to-date?
In this blog post, we’re going to discuss the reasons why your outdated website can be harmful to your brand, as well as the reasons why you shouldn’t put all your focus on Facebook and other platforms like Instagram.
The Customer Journey
If you take a different approach to view your website, think of it as a Map. When visitors land at your site, they should quickly and easily be able to find the information they’re looking for relatively quickly and easily. But if you are using a site with poor navigation or is outdated, the visitor has to fight their way through the place to find what they want or need.
Examples of poor user experience include:
Unstructured content – They have to read articles that aren’t up-to-date, relevant, or important just because they can’t find what they want. It’s frustrating for them and counterproductive for your brand in terms of engaging with potential customers.
Insecure browsing environment – Think about it. You wouldn’t willingly walk through a bad neighborhood you don’t know at night, would you? If your website doesn’t have security, this is the online equivalent. Any data that gets passed across the internet without SSL or TLS encryption provides an open port where this data can get incepted by programs or people, posing a severe security threat.
Unsupported media types – As internet technology continues to evolve and advance, having unsupported media such as flash players creates a glaring error on the page and detracts from your brand.
Examples of good user experience include:
Straightforward navigation – The navigational links on your site should provide accurate direction to your site’s different pages and areas. Ideally, the fewer clicks a visitor has to make to find what they’re searching for, the better. Don’t forget to add clear calls to action to help move visitors along in the right direction!
Up-to-date website – Your site should be easy to navigate, readable on any device, and current with the latest digital marketing strategy to be a helpful resource for potential customers.
Responsive design – According to recent data from Pew Research, internet traffic originating from mobile phones and devices accounts for most online visitors. Websites without the ability to format correctly on these devices are doing a disservice to every mobile visitor.
Move Visitors Forward In Their Customer Journey
Your website is among the most valuable assets your company owns. Unlike social media platforms and other third-party providers, you remain in complete control over the information provided at the site.
While a solid presence on social media platforms plays a vital role in your branding efforts, it needn’t be the primary focus of all your marketing and branding efforts. Instead, it should help to support and strengthen your company website. When everything gets backed up correctly, you never have to worry about losing all your data, like what could happen if your platform pages get deleted for any reason. In other words, you can worry less about all your years of work suddenly disappearing from the internet.
If you’ve lost touch with your webmaster or haven’t paid much attention to your site in recent memory, it’s a great time to rethink your strategy! Not sure where your site stands?