Any major purchase you make for your business is going to require a bit of ongoing maintenance. You wouldn’t invest in a building or vehicle with the expectation that you could simply forget about it, so why do so many business owners overlook their websites?
Luckily, it doesn’t take a lot to keep your web presence running smoothly. However, there are a few things you’ll have to do if you want to get the most from the investment of time and money you put into getting it online the first place.
Here are five important ways you can maintain your business website and improve your return on investment…
#1 Review and Update Your Content Periodically
You should make a point of reading through your website once in a while and ensuring the content on your pages is still accurate. It’s surprisingly easy to let things like calendars, employee profiles, and product pages become outdated. When that happens, customers aren’t getting accurate information about your company, which can lead to misunderstandings and lost sales later.
#2 Make Additions to Your Business Website
As your business grows, your website should grow right along with it. You might add new pages for new locations or product groups. Or, you could put in additional employee bios as your team grows. You could also grow your site with new articles and reports that improve your credibility and bring fresh search traffic. You could even consider adding plugins that give customers and vendors the features they’ve been asking for. The important thing is that your website keeps growing month after month.
#3 Update Your Plug-ins and CMS
Most businesses rely on a content management system and a series of plug-ins to not only build a profitable business website, but keep adding new features over time. It’s important that these be updated frequently so they remain stable and secure. Additionally, you might think about replacing old plug-ins with newer ones, which can have the effect of speeding up your website while making it more valuable to users.
#4 Review Your Web Analytics Monthly
When you dig into your web analytics package it’s like you’re checking the gauges and indicators on your business website. If there is anything that might disrupt the flow of traffic to your pages, or your ability to generate conversions, it’s better to know about that sooner rather than later. Additionally, you can use the statistics from your website to optimize your marketing campaigns in addition to troubleshooting any underlying problems.
#5 Get Regular Website Audits
A website audit is simply a deep dive into the HTML beneath your layout. A web designer can use the number of tools to test things like speed, content strength, link quality, and other factors to see whether your website is visible and usable to customers. These kinds of checkups should be performed regularly (at least once a year) so you can stop any minor issues from becoming costly problems later.
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