Your website is a great chance to make the right impression with your cloud, telecom, and IT prospects, establish yourself as a leader in the industry, and build trust in what you can offer your partners. After all, as the decision journey lengthens, more users are doing research online — starting with your website.
Better yet, they’re easier to update than other marketing pieces. We like to call them ‘living documents,’ since you can tweak copy, swap images, and more with less effort than it takes to order a new set of sales slicks. (In fact, we update our website on a monthly — sometimes weekly! — basis.)
If you’re unsure whether your website could use an update, we have ten ways to tell.
#1: There are obvious errors.
If you go to your website and things aren’t working the way you expect – 404 errors, broken links, and missing content are some big red flags – it’s probably time to update your website.
Remember: in the telecom, cloud, and IT industry, it’s hard to build trust in one’s technology expertise if their website is broken — or worse, doesn’t have a 404 page to help the user find their way.
#2: Your design relies on outdated trends.
Everyone’s idea of good website design is different, but here’s a list of outdated trends that may still be on your site:
- Movement like animation or text effects like scrolling and blinking
- Fonts like Comic Sans and Papyrus
- A splash or gateway page that simply has an ‘enter’ button that users have to click to actually access your data
- Autoplay video and music that is hard for users to turn off
- Unresponsive design that doesn’t adapt to the device that your viewers are using
We want your users to leave your site confident that you can provide the latest — not convinced that you’re stuck in the past.
#3. Your site takes a long time to load.
Sites that are built on outdated code can often take significantly longer to load, which hurts your user experience and SEO. We’ve all probably hit the back button when faced with a slow-loading site — then looked at a competitor’s.
Even if you like your site’s design, it’s often worth the effort to have a developer look at and improve the code while still maintaining the overall look.
#4. Your headshots are from a few years ago (or more!).
If the headshots on your team page don’t look like you and your staff, it’s likely that more than just your photos needs updating. Take this opportunity to review the rest of your content and see what else could be improved.
#5. You are missing key services that are now part of your portfolio.
If your site doesn’t talk about SD-WAN or your phone systems page describes on-premises PBX as the latest development in communications, it’s probably time to make some changes.
Note that if this is one of the issues you’re seeing, you may just need to add new pages to your website or rewrite current ones. Make sure to check what service keywords you’re optimizing for to ensure that users are interested in the new solutions you want to add to your site, first.
#6. Your website no longer looks or sounds like your company.
Business values, target, and goals evolve over time, and it’s important that your website reflects this. If you’re specializing in new verticals or regions that aren’t emphasized on your website, it’s time to bring your site in line with where you are today.
Note that as with #5 above, this issue may be fixable solely with some new content. If you’re unsure, we can help you figure out what you need.
#7. Your WordPress site has a lot of plugins and themes that need to be updated.
WordPress makes it easy to update the plugins and themes that your site relies on. However, plugins can sometimes conflict with each other or even with your theme, so it can be hard to know what to do. Even worse, if you make the wrong updates, parts of your site can stop working.
An experienced developer can help prevent conflicts while still ensuring that your site is running the latest security updates.
#8. Your competitors are ranking higher than you in search.
Whether it’s due to unoptimized SEO or lack thereof, it’s not a good sign when your website is slipping in visibility with your online prospects. Make sure that all of your websites have SEO information, and that your tags are all using the most up-to-date, relevant keywords for our industry.
(Hint: “UCaaS” has higher search volume than “Unified Communications as a Service,” but using “UC” may get your content mixed up with posts about the University of California school system.)
#9. Your website doesn’t look like the rest of your marketing.
It’s often cheaper to put together print pieces, social media cover photos, and email templates than to update your website’s designs. However, if your newer marketing pieces look different than your website, you may run the risk of diluting your brand — or worse, confusing your prospects.
#10. You can’t remember the last time your website was updated.
If you’re genuinely not sure, we can help! Contact Mojo today and we’ll provide a free assessment of your website. We can help you make sure that your website is making the right impression with your prospects.