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7 Reasons Why You Should Stop Procrastinating Updating Your Website

Is your company website completely outdated? Was it built a few years ago but you haven’t touched it since? Have you seen your local competitors with a better web presence than you? Here are 7 reasons you should stop putting off a website overhaul.

1. Increase Visibility & Grow Locally

For at least the last decade, digital channels have been a popular source for consumers looking to make purchases. The pandemic only amplified reliance on online search and shopping. In fact, 81% of shoppers research online before buying. If your business isn’t showing up when these potential customers are searching Google for keywords related to your products and services, it’s very likely they won’t even know your business exists to consider making a purchase from you. This is especially important when offline sales are vital to your bottom line. You want to drive people to your showroom to close a sale, but you have to capture their attention online first.

Creating a digital presence starts with a website build that is user-friendly and mobile-friendly. Then, having the right SEO strategy that targets local search intent will help your company become visible in map searches and Google search results over time. On the first page of Google search results, 28% of people click on the first organic link, then 15% and 11% of clicks go to the next two results. If you’re not on the first page, the likelihood of getting a click is close to 0!

Growing your online visibility, having a website that is easy to navigate and resourceful, and matching that with great online reviews can drastically increase your number of potential leads.

local traffic heatmap

2. Portray a Better Brand Image

Again we go back to Google – the internet resource that returns hundreds of results within seconds after a few keywords and a click. If you click on the first result, you’ll likely take .05 seconds to form an opinion on whether the site feels trustworthy, is worth your time, and has what you are searching for. If not, on to the next one! 

They say first impressions are everything and that couldn’t be truer when it comes to the online presence for your business. With so many businesses to choose from, it’s vital to have a website design that is a true reflection of the quality and personality of your brand to build confidence in your potential customers. Enough confidence that they will come back for more information or come into your store to make a purchase (if you’re not doing e-commerce).

3. Drive More Online Conversions

It’s not enough to just have an attractive website. Eye-catching photos and a great layout are key foundational pieces but they have to be paired with a positive user experience to get the equation right. What’s the use of investing in a nice-looking site if ultimately it isn’t driving leads and increased sales for your business?

Shoppers have different preferences and short attention spans when it comes to finding what they’re looking for online. It’s important to visually break up content and essentially ask for the sale with calls to action (lead forms, click-to-calls, etc.). Doing this consistently and thoughtfully throughout different areas of your website can greatly increase the number of conversions you receive.

4. Create a Sales Resource

Many companies tend to think that their websites are built solely for their customers. Building your website with your employees in mind can take your sales process and customer experience to the next level. Using the website as a central place for public information that is regularly referenced or resources that are needed throughout the sales cycle can make things simpler for your team. Have them reference links on your site when communicating with customers.

Example: For a customer looking to buy countertops, your salesperson can:

  1. Share a link to a material comparison document that shows the pros and cons of different options
  2. Provide a link to an online payment portal when deposits or balances are due
  3. Share a link that walks through the steps on how to prepare their home for their countertop installation
  4. Send a follow-up email with care and maintenance resources at the close of the project
  5. Ask for a review via a feedback landing page

5. Track Your Leads

Potential customers can come through all sorts of channels – walk-in, call, referral, website, social media, etc. Talking about increased conversions earlier, it’s important to keep track of the leads that are coming through your website, particularly those that are providing information through form fills. Ideally, you want these leads to increase over time so having a baseline of comparison for month-over-month, quarter-over-quarter, and year-over-year growth will be helpful to understand what’s working and recognizing seasonal trends.

If you’re utilizing a CRM, there are capabilities to link up lead forms from your website to automatically feed into your system and help ensure timely follow-up and better close rates.

6. Set Customer Expectations

Knowing you have only a few seconds to engage your visitors, you should ask yourself ‘does my website quickly and clearly show how my company can help?” This is a simple question that can set off a chain of actionable steps for ensuring your website sets the right expectations for your potential customers.

Oftentimes it takes stepping out of our knowledge box and thinking from the outside in. We’re so closely connected to our business processes, products, and services that we often miss the small or seemingly obvious things our customers need. Your website can truly serve as a resource to your customers by showcasing how you do business and providing helpful content and useful guides.

7.  Provide More Customer Tools

By equipping your potential customers with the information and knowledge they need to make an informed purchasing decision, you’re in turn creating credibility for your brand. Customers spend an average of 79 days researching before making a major purchase

There are many web tools that you can add on or integrate into your site to bolster engagement. Some of these may include quoting tools, rendered or virtual reality visualizers, calculators, payment portals, etc. Using these types of tools not only offers added value to the user experience but can potentially set you apart from competitors who aren’t offering those things.

Don’t Keep Putting Off A New Website – You Need A Website Design Company

Not having a well-designed, functional, and informative website can completely kill your business’ ability to attract new customers. Building a new website can certainly be an overwhelming task. We’ve heard countless stories of quick builds and mediocre results, expensive sites and never-ending timelines, and promising deliverables that fell flat. Websites aren’t supposed to be “set it and forget it” though. 

While your site should work for your business, you should expect some level of maintenance and investment if you truly want to drive traffic and convert leads. Partnering with the right website design company to help you through the process can make all the difference. Contact us to discuss your pain points and understand how building a new website can really pay off.

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