Re-Branding Sign #5 – The Curse of an Outdated Website

We went over the importance of image consistency both offline and online last week, but today we’re going to talk about the significance of keeping your website up-to-date. If you missed last week’s blog post, you can check it out here.

But first, let me ask you a question: Was your website designed by a friend or put together on a DIY (Do it Yourself) website program? Secondly, did you forget to ensure your website was up to date with current technologies? If you answered yes to either of those questions, your website may be doing more harm than good.

You see, in this day and age, a company’s website is oftentimes the “front door” to the public. When people hear about a cool, new product or service from a friend, they tend to look it up online to see for themselves. When the website they land on compliments what they’ve heard from their friend, it reinforces the referral and increases the chance of them trying the company for themselves.

That’s all fine and good if the website is up to date and easily navigable, but what if it’s outdated and difficult to navigate? You can ask that question yourself and think back on times where you’ve landed on an outdated website. It felt like they weren’t on top of the ball, and you most likely (and statistically proven by the way) didn’t stay on the site very long.

Do you want the same thing to happen to your prospects? I sure hope not! But if your website is outdated, then the technological “front door” to your company is not displaying a proper welcome mat.

How do you fix this though?

Well, you could study web programming for a couple of years to master the basic ins and outs of the trade, but I have a slight feeling that you have more important things on your agenda (like running your business perhaps). So what does that leave?

Investing. THIS stock market?! Are you crazy, Brian???

Relax; I’m not talking about the DOW Jones, NASDAQ, or S&P 500. I’m talking about investing into something you have much more control of: Your Business.

So many business owners think of the parts of their brand as “expenses” rather than “investments,” but this thought pattern couldn’t be farther from the truth. The parts of your brand work cohesively to create the experience that lives inside of your customer’s minds, and your website plays a direct role in this experience. So instead of thinking of your website as a regrettable but necessary expense, think of it as a vital and beneficial investment. As the front door to your business, an up-to-date website can vastly improve the perception of your company, reinforcing any referrals you may receive...but an outdated website can hurt you in ways you would never know.

If you have any questions concerning your company’s current website, give us a call. We’ll even evaluate your site for you and show you where your site is working well and, more importantly, what you can improve upon.

Next week we’ll talk about customer complaints and how you can handle them effectively, but until then, have a good one...and keep your website up-to-date!

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas, has been in marketing and small business branding since 2002. He writes the Raxa Design blog to inform small businesses and corporations on effective branding.

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