Whether it is a newly launched website or recently redesigned one, there is no such thing as a ‘Perfect website’, simple because the work is never complete. Websites require frequent updates and maintenance to ensure it is functioning effectively. Unfortunately, there are many website owners who fail to check up on their sites after the initial deployment. When visitors click on a website and come across a faulty feature, they don’t tend to stick around for long, costing the business a potential customer. Therefore, it has become paramount for companies to invest in an ongoing website maintenance process that will empower their digital marketing strategies to generate ROI and get ahead in the market.
[Pull Stat]- “70% of the consumer learn about a company through their website.”
Things Website Owners Must Avoid
No successful webmaster has ever said, “Launch it and forget it.” While there is no perfect website, there are always some ways to make exceptional ones. Before understanding what makes a great website, let’s delve into the facets that contribute in making a poor website.
This is by far the most common mistake that website owners tend to make. Regardless of how impeccable a website was during its launch, continuously updating it is fundamental to ensure dynamic demands of the users are met time and again.
Websites aren’t essentially for companies; their main objective is to attract and educate the targeted audience. So while creating a site the central point should be customers and every tiny aspect should circle around them. Failing to accomplish this can be one of the biggest reasons contributing to the poor usability of a website that will eventually drive customers away.
Presently, websites are the biggest digital marketing asset. Businesses often look at website maintenance as “extra work” or “hard sell”; however, in reality, it’s an investment that only renders a positive return. Ongoing website maintenance services is a blessing for any website, as it ensures everything stays up-to-date and provides a seamless user experience.
Ways in Which Website Maintenance Drive Success
While initially launching a functional website creates a strong foundation, it is ongoing website maintenance that ensures that it remains operational and drives in traffic. Here are five ways maintenance and upkeep helps a business:-
One of the core steps of digital marketing is to understand the target audience. With ongoing website maintenance, marketers comprehensively dive into the analytics to identify key facts like, “How are the visitors using the site?”, “How long are they sticking around?”, “Are they converting into leads?” Getting answers to these questions and many more helps the business create a website that is dedicated to the targeted audience.
Google now consider site’s loading page as one of the criteria that determines search engine rankings. Website maintenance service allows a business to keep tab of the site’s speed and ensure it loads faster, irrespective of the device users are working on.
[Pull Stat]- “90% of the users bounce from a site if the page takes 5 seconds or longer to load.”
SEO is one of the key elements of site maintenance. Similar to updating features and functionalities to meet customers’ demands, it is also important to ensure that the site looks efficient to search engines as well. From collecting backlinks, building an internal linking structure or regularly posting relevant content, SEO helps in establishing a strong online presence around the phrases that a particular targeted audience is actively searching for.
Ongoing website maintenance entails using the latest software to streamline internal processes. This automation of process allows the website to perform monotonous tasks without any human interruption. It further saves a significant amount of time which can be used to focus more on productive marketing ideas.
If a website is using any web-based software, then it is imperative to keep it updated with latest bug fixes and security patches. One of the primary ways hackers get access to a website is through outdated software and features. Additionally, if Google detects malware on a website, it will de-list the web page until the issue is fixed, thus impact the rankings.
Websites clearly are the main aspect of digital marketing and ensuring they remain operational is the primary objective. A digital marketing strategy is of no use, if the website it is targeting is outdated. For the most optimum results, businesses must invest in ongoing website maintenance and then combine it with digital marketing strategy to successfully flourish in the competitive market