If you are not experiencing any immediate problems with your website, then you might assume that updating it is an unnecessary expense. Many online businesses are adverse to updating their website, especially those who spent a lot of resources in creating the website in the first place. However, regularly updating your business website can have a range of positive impacts that you are likely unaware of. This list outlines just five reasons why businesses should be regularly updating their business websites.
1. To Increase the Effectiveness of Your Digital Marketing Campaigns
The design of your business website can have a big impact on the outcome of your digital marketing campaigns. Search engine optimization is the perfect example of how your website design can affect your digital marketing campaign outcomes. Before recommending your website with a high search ranking, search engines will crawl your site to ensure it is worthy of recommendation. A search engine crawler will monitor how successful your website is at retaining customers and will look at specific criteria such as loading speeds. If your website design is not able to fulfill a search engine crawler’s criteria, then it is unlikely, if not impossible, to reach the highest rankings.
2. Website Security
Another reason why businesses need to keep their website updated is because of cybersecurity. The design of your website can have a big effect on the extent to which it is vulnerable to cyber-attacks, specifically reflected xss attacks. A successful cyber-attack has devastating consequences for an online business. A cyber-attack can cause monetary losses, can negatively affect your relationship with customers, and even incur legal actions. Businesses need to regularly audit and update their business websites to ensure that they are always properly protected against cyber-attacks.
3. User Experience
Businesses should be regularly updating their websites to ensure that they are always providing the very best user experience possible. You should consult existing user data to inform your strategy on updating your website to improve user experience. Your data should show you which areas of your site are working successfully and which need more improvement. Not only will updating your site for user experience increase the amount of time a user spends on-site and the chances of conversion but your digital marketing campaigns too. Search engines will monitor user’s time-on-site and will reward websites that have high time-on-site data.
4. Brand Image
Your website is likely to be the first direct interaction that a potential customer has with your brand. It takes the average internet user less than two seconds to make a first impression of a website. Your website design must act quickly to make the right impression with a potential customer. Your site should be designed to specifically appeal to your target audience and represent your brand image. Your website design also needs to be up to date and responsive. Having an up-to-date website design will have a big impact on the perceptions of your business. This is because customers will perceive your business to be more trustworthy and of high value.