I think it’s mind-boggling at this time and age of WordPress, that there are STILL websites out there that look like they’re stuck in the dark ages — the 90s.
I’m not going to show you any examples of such websites because my intent is not to demean them, but to encourage YOU to really take a look at your own website and answer these 6 questions. If you answer any with YES, then it’s time to update your website.
1) Does your website look dated?
It takes visitors a half second to form an impression and decide whether to stay or leave. So if your site doesn’t look inviting, and you’re analytics are most likely showing a very high bounce rate, it’s high time to update how it looks. It’s like that old sofa of grandma’s that you have sitting in the corner that collects dust. Changing it with something else can make the whole room look better.
2) Is your site is mobile-friendly?
Remember, it’s 2018…Most people are tethered to their mobile devices to answer email, view social media, read online reviews, etc. And if your website is not mobile-friendly, it’s viewed as dated. Check out my other blog that talks about this very thing, Is Your B2B Website “B2B-Mobile”?
3) Does it follow your brand messaging?
Your website should always be consistent with your brand and support it. If you’re still showing messaging from 2005 that isn’t accurate, then it’s time to refresh.
4) Does your website contain new content?
If you haven’t added any new news or updated your B2B website within a year, it’s already viewed as old and stale. Keep your content relevant and topical to show you’re current.
5) Are your search engine optimization rankings low?
Your search rankings may be low because your site isn’t optimized for SEO search. This is a huge mistake in today’s marketing landscape. You have to compete with other websites that are constantly producing content optimized for higher rankings.
6) Is your traffic translating into sales?
This is important. If your website traffic isn’t generating the any sales leads, then something needs to change. Would you keep a salesperson on your payroll who isn’t delivering? No. So, why are you keeping the status quo with your website? Check out 5 Ways to Supercharge Your B2B Website Conversion Rates.
Updating websites is often seen as a major chore for most companies. It involves a lot of people, time and coordination, but with the right support from your marketing team, it’s not as hard as you may think. Let us know how we can help you get caught up the 2018s.
In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.
Debbie MacKenzie is a 1991 graduate of Rochester Institute of Technology (RIT) where she majored in graphic arts production management. Deb cut her professional teeth managing production and customer relations at major printing companies before coming to Schubert b2b 14 years ago. Debbie's a versatile big hitter overseeing all things financial and operational.