Congratulations! Your company is now 5, 10, 15 years old! Take a deep breath and savor the accomplishment. Now look at your company’s website. Does it reflect the time when your company started, or the year when you company just hit its major milestone (2011)?
Nearly all companies know the importance of having a good company website (some industries can get by with having just a Facebook Fan Page). As more and more people are online and especially are using broadband connections, either on a desktop PC, laptop, or mobile phone, people are increasingly turning to the Internet as their first source for news, reviews, product descriptions, shopping options, and so much more. And since the attention span for these visitors is calculated at being around 30 seconds, your website needs to make a good impression the first time. This may mean that your website needs updating.
So what can you do to update your website? Evolve Systems has some tips for updating your website.
Check Your Analytics
Does your website have analytics? Some Content Management Systems (CMS) like the Amiro.CMS that Evolve Systems primarily uses has a built in analytics package. Other websites may rely on analytics packages like Google Analytics to track visitors and keywords and statistics. The first thing you want to do with updating your website (besides installing an analytics package if you don’t already have one) is to see how your site is ranking, which pages are the most popular on your website, what terms and phrases people are using to find you, etc. Copy down anything and everything that may be important to how your website is faring. Additionally, run your website’s URL through free online SEO and website grading programs, such as the ones offered by HubSpot. These programs will allow you to benchmark how your site is viewed in relation to other websites.
Redirect Bad Traffic to the Proper Pages
On older websites, the majority of traffic that gets directed to them could potentially be bad traffic, meaning visitors who come to your website and find an ERROR message instead of the content that they are looking for. This content could have existed at one point but may have been deleted or modified, thus creating a “missing” page or maybe even multiple pages fighting for the same traffic. While updating your website, take the time to click on each page and each link on your website, and if a link doesn’t work, mark it down, go into the backend of your website or CMS, and either delete or modify the link. Additionally, create a 404 page, which is one of those “error – page not found, please go to the Home Page” pages you may see from time to time on a website.
Modify Your Page Titles and Descriptions
Page titles and descriptions are important for search engines and visitors to use to find your website. For example, if the page title on your home page is simply “Home Page”, this won’t help anyone find your website. Often these page titles were auto-generated by the CMS of your website, but should be modified for SEO and visitors by an actual human. A good page title will identity the content of the page as well as the name of the company or a brief description expanding upon the content of the page. For example: “Evolve Systems – Building CMS Websites and Custom Shopping Carts“. That gives the name of the company and a brief description of what we do.
Consider a Graphic Refresh
Lastly, perhaps your website is in need of a graphic refresh? A website that was built in 2005 won’t look up to date and dependable in 2011. Remember, most website visitors are on a website for 30 seconds or less. If they see a website that looks like it was built during the Clinton administration, they are less likely to trust that website, thus spending less time on it, and certainly not willing to buy products or services from that website. Ideally every three years a website should be updated, whether through a total rebranding and graphic update, or simply through some CSS and design changes that bring it more in line with contemporary websites.
How about you and your website? Does your company need to update your website? Perhaps you want a more user friendly CMS that is easy to update from your office? Maybe you just need to refresh the look of your website, or do some SEO programming to bring in more traffic? Whatever your need, Evolve Systems can deliver the web solutions you need. Contact us today for available products, services, prices, and more!