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Can I Ignore My Website? Five Reasons Why You Can't Afford To

09 January 2015 14:54

If you are a small or medium sized business you probably feel that getting a website that works was an achievement in itself. And of course it is, and it will have taken you time and money to build a site that you can be proud of. However, can you afford to sit back and leave the site to look after itself? The answer is simply no, you can't ignore your website and here are 5 reasons why this is the case:

1. You've invested in a website and you need a return of investment

Websites are a bit like relationships, they don't thrive on neglect! Communication is the key to success and if you don't keep your website current then it becomes tired and unattractive and people stop wanting to see it! So from having something exciting and new, that you probably spent upwards of £1000 for, you have an expense that isn't working for you. Keeping content fresh and informative lets your customers know that you are passionate about what you do, and will increase sales.

2. Google loves unique content

We've all heard of search engine optimisation, and you have probably been plagued by endless phone calls promising you the earth on Google, but you can start the process of improving your site's performance by having unique content.
Unique content means using your expertise to let your customers know about your product or services. Give advice, tell a story, provide information that no one else does! Think of questions that your customers might type into Google regarding your business and see if you can answer them somewhere relevant on your site. This might be in a blog, a content page, a product description, but if you intentionally engage with your customer then Google will want to reward you for this.

3. Information about your products, services or staff must be up to date

If your information is out of date then this leads to a bad impression. Prices should be accurate if you are selling online, and details of what you do needs to be current. Information about the company should be accurate and blog posts recent. Editing your site takes time, but it is time well spent and will keep your customer coming back to find out more about what you currently have to offer.

4. You need to out perform your competitors

Ok, so anyone who has played Articulate with me will know that I am highly competitive! I just want to win and be the best! And when it comes to your website you need to have that attitude! By keeping your website up to date and relevant it shows that you want to engage with your customers. Maintaining customer loyalty is essential in business, and something that is easily achievable with your website.  You might not think that keeping your site fresh is important, but if you want to beat the competition it's essential.

5. Your website should mirror your business

No business stands still. It is constantly evaluating, evolving, and growing. So it is important that your web visitors, who are either your customers, or your prospective customers, see that on you website. Let your visitors know how you are improving your business, take them with you on the journey, and keep them engaged with what you have to offer that is of interest to them.

To achieve this you will need a website that has a simple content management system that can be updated at the click of a button. If you can drag and drop images in then all the better. And if you're selling online then you want a software solution that runs most of the business for you so that you have the time to focus on marketing and updating your website.

At iPages we have all that you need to compete on the web so why not call us on 01403 802000 and see how we can help you.


Heather Khoo is iPages' leading Sussex Account Manager and specialises in helping small businesses with their website upkeep and online marketing.