If you’re a business that doesn’t sell online, does it matter if your website is updated?
It absolutely matters!
With mobile growing, it feels like everyone has jumped on the e-commerce band wagon – 81% of shoppers do research online before actually buying anything, with shoppers even checking prices while in the store itself. Retailers are constantly updating and refreshing their websites to not only meet this consumer need, but also to offer products and items using new technologies.
But what about those businesses who don’t sell products online?
Keeping your website updated as technology evolves means the difference between keeping customers actively on your page or having them flee when they initially see your homepage. This is crucial, even if you don’t sell products online. So, when is the right time to refresh your website?
Back in the late 90’s, the Internet was a new and exciting thing that everyone needed to have and needed to be on. It wasn’t until the aftermath of the dot com crash and well into the 2000’s, that businesses realized the appeal of having a website.
66% of consumer engagement comes from websites
In 2017, no business can afford to not have an online presence, thanks in part to the rise of mobile devices and the ability to access the Internet in a wide variety of places. Having a website can be crucial –
Websites are still a crucial factor for any and all businesses, the extension of your business’ store front, and the first impression a customer will have before ever stepping into your store. As one site noted, “Websites are an education, inspiration, and trust-building tool that directly impacts sales.”
Websites are an education, inspiration, and trust-building tool that directly impacts sales
Consider this scenario - you or one of your sales people meet a potential customer at a conference. You’ve introduced yourself, spoken about your company, products and services, and gave them your business card. You even made a follow up call the next day. The customer feels that your company would be a right fit for their needs, so they go to your website to learn more about you.
What will this potential customer see? A modern website that helps to showcase your company with an updated design and features or a throwback in time to a 1990’s era site, with blinking graphics, mismatched coloring, and text?
The above image is from the promotional website for the movie Space Jam and was done in 1996. The site is currently archived, but showcases the Internet’s previous enchantment with flashy backgrounds and colored text. We can see why this website has been archived, but let’s break down the misses on this page and site:
Below is a screen shot of their current website, which features:
Your customers may not buy from you online, but they will absolutely check out your brand’s website. Let's revisit our earlier conference scenario - you should absolutely refresh your website for those B2B executive customers who will browse your website via their mobile devices. Even if you haven't encountered this situation, you should still consider a refresh or an update in the case you do - and you will - find your brand in this type of scenario.
It’s time to refresh when:
Both of these scenarios highlight an inverse reaction to your website not being current - potential customers now get the impression that you and your company are also outdated and behind the times.
When to refresh? Outdated website look, outdate content, and not being ready for mobile
Regardless of whether you offer services or sell products online, ensuring your website is up to date is still an integral part of marketing your business brand and building customer loyalty. A simple refresh to add in features, like mobile responsiveness or updating your copy, can bring your website to a more modern look.
In the case that your site needs to be completely refreshed, Change3’s delightful digital experts have worked on several client websites, helping to bring them into the current digital age and have allowed them to better connect with their customers.