5 quick ways to refresh your website
You’re wearing many different hats in your business and, with everything that you’re juggling, it’s easy for website updates to get pushed to the bottom of your to-do list. But, as Amit Kalantri reminds us, “a website is a window through which your business says hello to the world.” Not only is your site the mission control of your online marketing presence, but you never know who’s visiting to check you out.
Instead of assuming you need hours and hours to improve your website, why not pick one of these areas for a speedy update?
1 - Banish Clutter
If your website is more than a year old, some clutter has likely built up. To get started with streamlining your site content, taking a wider look at your business activities makes perfect sense. Then, check to see if you’re confusing your website visitor with too many words, services you’d prefer to retire, or a blog that’s languishing. Sidebars are no longer popular on websites, but if yours has one, take a close look: this is a key place where clutter lurks. Your footer may also be a neglected and dusty corner of your site.
2 - Update Dates & News
Featuring live events, press releases or special offers on your website makes good sense, but only if you remember to edit this information once the date has passed. Get into the habit of also including the year for any events you mention. So many websites are neglected or abandoned, your visitor will assume you’re not in business if your website is littered with announcements inviting them to past dates and events. And please, do update the copyright year on your site! This is the easiest way to reassure a visitor and potential client that you’re still open for business.
3 - Upgrade Your Images
When your budget is constrained, it’s natural to pinch pennies with your website. However, assuming you’ve nailed the basics of clean design and crisp copy, amateurish images drag down the quality of your site faster than any other element. If your website is your online store, then of course, you’ll need to invest in beautiful product photos, or learn how to take your own. And for service providers, images are still extremely important. Once you’re certain of your brand, a professional photoshoot is ideal, but until then, invest a modest amount in paid stock images to get the look you want.
4 - Refresh Testimonials
Praise from clients and customers doesn’t only belong on your testimonials page, although this is a perfect place to check you’ve included recent comments, as well as older quotes. Then, look at other opportunities to share this “social proof”: sprinkle a few choice words on your home page, alongside your bio, and next to the information about your products or services. Don’t overdo it, and be sure to change font or colour to highlight the snippet. Also, remember to make testimonial requests part of your standard business process.
5 - Check Your Calls to Action
For a successful website, you need to be clear on the key next step you’d like a visitor to take. For a service provider, this is often scheduling a consultation, and for a product business, making a purchase. Be sure this Call to Action (CTA) is clear on all your main site pages. Where possible, make it an eye-catching button, not a text link, since research shows viewers are more likely to click the former – especially on a phone. Remove competing or distracting options, so that your visitor is in no doubt about what to do next. If an important CTA is for someone to join your mailing list, make sure the sign-up form works and that their welcome experience is smooth and on-brand. Emma can help with this!
Chances are, your website will always feel a little like a work in progress, and that’s fine: it can and should evolve with you and your business. However, taking a few minutes to refresh it makes a world of difference not only to the experience your visitors get, but also their readiness to take the next step in buying from you.
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