As I’m sure you’ve heard before, your website is your company’s home. Many times, your website is the first thing your customers see before they decide to make a purchase or learn more about your products and services. It’s the face of your company–your brand. Your website gives insight to how you operate and the type of business you are.
You should love it. Your customers should love it.
Making your website house your home
The way I see it, there are two major ways to think about changing up your website: new construction or home improvement. Where you are in your current state of business and goals will influence which road you choose. Let’s dive deeper:
Right now, my husband and I are in the market for a new home. Do we like the one we have? Sure. Do we love it? Well, let’s just say there are some things that the house is lacking now that we’ve been here awhile.
Your website is the same way.
Now, my husband and I could do things around the house to make it fit with our current needs. However, knocking out walls, adding a bedroom, re-doing the master suite and overhauling the landscape is more headache than it’s worth and, ultimately, would run us close to what it could be at this point in the game to just build new.
Think about your website in the same way.
Packing it up
Of course, with any kind of move, there comes the chaos of packing. Whether you choose to build a new website or change your existing site around, you’ll want to do a bit of cleaning house, so to speak, to see what you’ll take with you and what you’ll leave behind. Use this list to get your started:
1. Take inventory
Ever clean your attic and find things you had thought you threw out years ago? You will likely have that same experience when looking through your website. Take inventory of what you have and check the analytics to see if the content is being used or just held onto for sentimental value. Additionally, think about what you’ll need for the future (read: mobile and/or responsive design). Your visitors are landing on your website through their mobile devices. Is your current content set up for that?
Ditch the content that you are holding onto for sentimental value or not using. I understand that it can be just as hard to throw out a well-written piece of content as it is a favorite childhood toy; lots of memories flood you and you come up with plenty of “what-if” situations for why you need to hold onto it, but if you haven’t used it in a year, you definitely don’t need it. Your web analytics are also a good source to tell you what visitors are not reading on your site.
3. Package valuables carefully
If you found some treasures hidden in your website, package them carefully and don’t allow them to get lost again. Find or create a new place on your website to showcase what you found, and boast a little on social media about what great content is back and ready for use on your site.
Can’t move (your website) right now?
It’s OK. My husband and I have been at the “moving game” for awhile now. We started with lists of things we deemed most important (size of home, bedrooms, school districts, location) and narrowed it down, working through our list. The same is true for your company’s website.
You can’t afford to put off doing some sort of work on your site. Just as life changes lead to needing a new home, business and technology changes lead to needing a new website. You don’t want to be stuck in a home or website that depresses you, because I can guarantee it will affect your work and your customers’ satisfaction.