• nat sharp

5 tips to refresh your website

Updated: Feb 6

Why is it important to update your website?

It is so important to update your website. Research indicates that 57% of online users won't recommend a business with a poorly designed website and 75% of consumers admit to making judgements about a company's credibility based on their website.

Your website is your ultimate shop window. And it represents your brand. So, you need to continually invest in it, just like you would with other types of your marketing and social media.

Not only will updating your website help with your SEO, but you also need to check your content and offering are still relevant. It doesn't have to be a long, painful and expensive exercise. Some simple updates will breathe a new lease of life into your website and will have a huge number of benefits which more than justify the investment to do it. You should be able to make most of the changes in-house without incurring any costs.

When was the last time you read every page of your website? I guarantee when you start reading it, there will be so many things you spot that can be updated. And no doubt your business has changed and you will have many achievements to talk about. Don't shy away and hide these things. You need to shout about them. This could be anything from client wins and awards and accreditations.

It is also a chance to ensure your brand is represented in the right away. As mentioned every business naturally evolves, and so does your brand. Your visual style is likely to change over a period of time, as well as your tone of voice. There could be some simple things you can do from changing some of the language and vocabulary, to changing the colour scheme.

Here is a checklist of 5 things to overhaul:

1. Update your images

With so many high quality free image libraries available, there are no excuses for not refreshing your imagery.

Try and select photographs which are in keeping with your brand and use the same visual style so they look like they all belong together. This could be in terms of colours, the composition or the styling.

2. Add or update your blog

A blog on your website will not only help with your SEO, but it should drive traffic to your website. Providing the content is relevant and well written, it can help you come across as an expert in your field.

Once you have built up a large number of blogs, you will need to rethink about categorising them to make them more 'searchable'. You can also revisit old blogs and update them. You may have heard the term 'evergreen content'. This refers to content which doesn't have a shelf life and can be repurposed. It is a good idea to invest in creating evergreen content.

3. Update your ‘about us’ and ‘products and services’

It is well worth updating your main sections a few times a year. These are the sections that easily become out of date and probably are the most visited.

How old is the picture of you or the team? Try and ensure it is current and reflects your business in the right way.

The products and services section is one of the most important sections on your website. You can use icons to visually show features. This is a great way to break up a lot of copy and grab the users attention.

4. Improve the call to actions

Call to actions are a critical part of the customer journey and buying process. Ensure you have enough call to actions on your website and they are prominent and appear in the right place. Try and make these as specific as possible.

If you don't have any, then start to introduce them. You could also test different call to actions, and see what works best. Remember providing you've set up Google Analytics, you can track user behaviour on your site.

5. Add customer reviews

We all know how hard and sacred a glowing review is from a customer. So make sure you use it on your website.

Customer reviews should be used across the user journey to help reinforce your brand. They can also help plug 'low content' pages to help with your SEO.

All systems go

Now you've found out some simple ways to update your website, now you just need to do it! It will be a big weight off your mind once you've done it. It is recommended you rebuild your site every 3 to 4 years.

Discover more tips on brand psychology, website design and personal branding.

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