Ep. 24 – How Often Should You Update Your Website?


How Often Should You Update Your Website?

4 website updates that should be part of every marketing plan.


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Host 1:                                  00:00                     Podcasting from southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages.  We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era.  From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered. Let’s get started.

Host 2:                                  00:31                     Hello everyone.  Welcome to On The Net, where it’s all about your online presence.  Thanks for joining us! This podcast is designed to make doing business online easy for web designers, developers, bloggers and online business of every shape and size.  Whether you are new to buying web hosting or running a web site, this podcast show will be able to answer your most burning questions.  I would bet that you’ve heard that you need to replace your old mattress every 8 years. The average car needs new tires every 30,000 to 50,000 miles. You should give your home a coat of fresh paint every 10-15 years to keep it looking good. But what about your digital property- your website? Surely website updates should be an integral part of any business’s digital marketing plan. Keep listening to this podcast, if you want to know how often you should update your website and how to you know if your site needs a massive overhaul.

Host 2:                                  01:23                     You can’t just create a beautifully designed website, upload it and forget about it. Technology, design, and user experience keeps changing. The line of products or services you are offering to your customers might change over time. In order to remain fresh and top-of-mind to your customers, your website must reflect those changes. Updating your website also gives you the chance to address and fix any problems that may be costing you potential customers. So, when should you be updating your website? While there is no set timeline for this, every website requires a major redesign with completely new copy and new content at least every five years to stay in step with advances in design and technology. And updating your website, specifically to improve its readability and performance in keeping with SEO best practices, should be a more regular affair. First let me quickly touch on what regular website updates are required.

Host 2:                                  02:20                     Website audits.  Your website is the hub of interaction between your business and the customers and fans of your brand, so you need to implement regular audits of your website once every 1-2 months, to see whether it is fulfilling the goals you want it to achieve.  Also, use sophisticated analytics tools to find out how people use the site, what causes friction, and what they want. Identify problem areas such as broken links, slow loading pages, pop up ads, duplicate content, etc. that need fixing early on. Next, you should regularly be looking at your website content.  Your regular web page content like your home page, about page, and any other page that informs visitors about your company and what you do will not need frequent updating, as the nature of your business and your vision will largely remain unchanged. They might need small adjustments for tone and purpose but an annual check-up on that should suffice.

Host 2:                                  03:17                     Search engine bots do not read your website copy the same way your readers’ do, so you may have to adjust your website copy for that. Your website updates should also include regular checks on your blog.  The more you update your website with fresh and relevant content, the better your chances of being noticed and rewarded by search engines with a boost to your search engine rankings. With a regularly updated blog, you increase website traffic and give potential customers a reason to return to your website. But instead of focusing on quantity, think of creating meaningful, enriching, quality content in the form of educational materials, tutorials, guides, infographics, customer stories and more. That is likely to better engage your target audience and lead them to take a specific action. Create a regular schedule for updating your blog content, whether that is posting once a week or once a month, and stick to it.

Host 2:                                  04:12                     Okay, so now you know that you must update content as often as possible. But how do you know when your website needs larger optimizations or a redesign? Here are some important questions that you should ask yourself to know whether your website needs some major housekeeping. First ask yourself: is my website responsive? Since mobile usage has increased, your site needs to be accessible and functional on every browser, screen size, device—that includes mobile, tablet and laptop–or else you risk losing traffic. Moreover, Google’s mobile-friendly algorithm update gives a big push to sites that are optimized for mobile devices. So, make sure your website updates include a check on responsiveness. The next question is, how modern does your website look?  Remember hit counters or flash animations? Website design trends keep changing over time. If your site has not had a redesign in the last three years, chances are high that it looks outdated.

Host 2:                                  05:11                     Website updates that include redesigns for a more visually appealing site and accommodates new design trends such as hamburger menu, scrolling page, grid layouts, and dynamic gradients, are sure to attract more eyeballs. The third question to ask is, is my website easy to use? When it comes to your website, user experience cannot be an afterthought. UX design has changed the way users interact with sites. Consider how easy it is for your visitors to navigate through your site.  Is there too much visual noise or blank space?  Improving page load and server response times, as well as introducing micro interactions and personalization all make your website easier to use and increases the users experience. If you are falling short on any of these, it’s time for a website update. Finally, ask yourself this: is my website driving conversions?  Is your website aligned with your current business goals? A website is a modern marketing tool you can leverage to help increase brand exposure, expand your target market and also to get new leads and contact information in order to grow your business.

Host 2:                                  06:21                     Does your website bring in traffic and does that traffic convert to customers? Collect sufficient data to see how your conversion pieces, such as CTA buttons, contact forms, etc. are working before updating and optimizing them. Website updates showcase the best face of your business to your customers and doing these updates should really be a priority. If you would like to get a little assistance with your website strategy to revive your online presence, let us know; we may be able to help.  Ok, that’s all we have time for today. You can listen online, but you can also subscribe to the podcast on iTunes to get future episodes delivered to you automatically. Until next time, here’s to wishing you all the best with your website endeavors. Thanks for listening and take care.

Host 1:                                  07:16                     Thank you for listening to the latest edition of Lunarpages podcast On The Net. Remember, it’s all about your online presence. If you like what you heard, please share a podcast. Join us next week as we take on another

Host 1:                                  07:30                     need to know topic around doing business in the digital era.


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