Every year the internet is undergoing rapid evolution, causing the importance of having a business website or an online presence for a brand to increase significantly for individuals and businesses alike. According to Forbes, there has been a surge in the percentage of business websites, reaching 71% in 2023 compared to previous years.
As businesses shift towards online commerce and remote work, the pandemic has brought to the forefront the necessity of having an online presence to reach a larger audience and remain competitive in the digital landscape. This has led many companies to realise the need to establish a web presence. This trend is predicted to persist well into the future, further emphasising the importance of online presence for businesses.
Your business website is your digital storefront or portfolio and one of the most powerful marketing tools. It represents your brand, connects with potential customers, and reflects your company’s values.
Maintaining an up-to-date and relevant website is essential to stay ahead in the competitive digital landscape. This blog post will discuss the importance of updating and revamping your business website, the ideal frequency for these changes, and the benefits of a timely website revamp.
THE DIFFERENCES BETWEEN UPDATING AND REVAMPING A BUSINESS WEBSITE
Before we delve into the details, let us differentiate between updating and revamping a business website.
Updating Your Business Website
A website update involves updating the existing content, images, and layout while maintaining the overall site architecture, theme, and design.
This process includes updating information, adding, or removing pages, or adjusting the colour scheme. However, the site’s core structure, look and feel remain unchanged.
Revamping Your Business Website
Conversely, a website revamp, also called a change or overhaul, entails creating a brand-new site with a completely different design, structure, and theme.
This comprehensive transformation often aligns with a rebranding campaign, but not exclusively. A website revamp signifies a fresh start for your online presence, showcasing your brand’s modern and innovative image.
KEY REASONS TO REVAMP YOUR BUSINESS WEBSITE
A well-designed and optimised website is essential for a strong online presence. However, as a business evolves, its website may fail to accurately reflect its brand messaging and identity, leading to poor user experience and engagement.
This is where a website revamp becomes necessary to update the website with modern design elements, streamlined navigation, and faster load times. Some key reasons include:
Reflecting Company Evolution
Over time, a company’s products, services, and branding may change, meaning its website may no longer accurately represent its current identity. A website revamp can help showcase the company’s growth and development, displaying a modern and innovative image for its brand.
Enhancing User Experience
As technology and design trends evolve, users’ expectations of website functionality and usability also change. An outdated website may not provide a smooth and pleasant user experience, resulting in poor user engagement and conversion rates. A website revamp can improve user experience thanks to modern design elements, streamlined navigation, and faster load times. This results in higher customer satisfaction, improved conversion rates, and better search engine rankings.
Reassessing Brand Messaging
As businesses evolve, it is crucial to revisit their brand messaging to ensure it aligns with their current objectives, values, and target audience. A website revamp allows for re-evaluating the company’s messaging and ensuring its continued relevance and effectiveness.
An outdated website may pose security risks, making it vulnerable to cyber threats. A website revamp typically involves updating the underlying technology, which can help strengthen the site’s security and protect sensitive information. A secure website can improve customer confidence and trust, increasing engagement and higher conversion rates.
HOW OFTEN SHOULD YOU UPDATE OR REVAMP YOUR BUSINESS WEBSITE?
As technology and design trends evolve, it is essential to stay ahead of the curve by regularly updating your website. Multiple studies and reports have highlighted the importance of timely website updates or revamps to maintain a positive online presence.
It is also revealed that 38% of people tend to disengage from a website if its content and layout are unappealing, underscoring the importance of keeping your website visually attractive and in line with current design trends.
Various websites provide recommendations for how often businesses should update and revamp their websites. Here are some of the recommended time periods according to these websites:
- Capturly: At least once a month
- Squarespace: No set timetable
- LinkedIn: Once a month
- Adlava: Once every two to three years
- INVO Technologies : Two and a half years on average
- LinkedIn: Every two to three years
As a strategic marketing management consultant, Evolve & Adapt recommends updating a business website at least once every quarter and undertaking a comprehensive revamp every three years.
TECHNOLOGICAL UPDATES: STRENGTHENING YOUR BUSINESS WEBSITE'S FOUNDATION
In addition to regular updates and website revamps, it is crucial to keep your website’s underlying technology up to date. This includes plugins, content management systems, and email or analytics software.
Components of Technological Updates
The components that require periodic updates include, but are not limited to:
Plugins are essential for extending your website’s functionality. Keeping them updated helps prevent security vulnerabilities and ensures compatibility with the latest versions of your content management system.
Content Management Systems (CMS)
A CMS is the backbone of your website, allowing you to create, edit, and manage your content. Regularly updating your CMS ensures optimal performance, security, and compatibility with the latest web standards.
Email and Analytics Software
Email and analytics tools enable you to communicate with your customers and track your website’s performance. Keeping these tools updated is crucial for smooth communication and accurate data analysis.
Updating your website’s technology can provide numerous benefits, including faster load times, enhanced user experience, improved SEO, and increased security.
Neglecting these updates, on the other hand, can result in slow page load times, security vulnerabilities, compatibility issues, and loss of customers. Investing in technological updates regularly is important to maintain a secure, user-friendly, and high-performing website that effectively serves your business goals.
DO NOT JUST FOCUS ON DESIGN WHEN REVAMPING YOUR BUSINESS WEBSITE
Maintaining an up-to-date and relevant business website is vital for success in the ever-evolving digital landscape. A business website should not only focus on aesthetic design but also be crafted with a marketing perspective in mind.
The primary objective of a business website is to drive sales and generate revenue, which requires designing it to facilitate sales or lead conversions, establish authority, and incorporate strong calls to action.
Remember that your business website serves as more than just a digital brochure. It is a dynamic marketing tool and the online face of your brand. By investing in its success, your company can reap significant returns and thrive in the digital era.
If your business requires a website audit from a certified marketing consultant, please contact us here.