Should I update my site? 

Should I update my site? The short answer? If you have to ask, the answer is yes. The long answer? Well, as always, it’s complicated. 

There are a wide variety of ways a site can be updated and there are always improvements that can be made. Are we talking about a multi-faceted overhaul resulting in a complete relaunch or a simple SEO audit resulting in updated copy and images? Perhaps the site is starting to feel a bit stale and needs a fresh new coat of paint. In the best-case scenario, the business has been going very well and it is looking like a time to reinvest in e-commerce. In any case, an update to a website can come with a ton of advantages if done correctly and here we can talk about some reasons why one might invest. 

What kind of updates can I make to my site? 

Updates come in all shapes and sizes and have vastly different outcomes depending on the type of update and the business. Let’s take a look at some types of updates one could make:

Visual Updates: This update sounds self-explanatory but it can have a huge impact on how a customer interacts with a given business. It involves making sweeping changes to the look and feel of a website but when done correctly, it can vastly improve the customer journey. 

Backend Updates: This one might be a change never seen by a customer but it can end up vastly improving the functions of a business. Changes to the backend often involve speeding up a slow site, improved content management, or better inventory tracking to save both time and money. 

Digital Marketing Updates: This type of update may not be seen on the website at all but can drive sales in meaningful ways. Perhaps we are investing in a social media marketing campaign across a wide variety of platforms. Alternatively, we might want to implement an integrated email marketing program to really capitalize on any customer emails we have access to. 

SEO: This is an often spoken about but often overlooked aspect of ecommerce that cannot be understated. Search Engine Optimization is the multistep process of making improvements all over a site to ensure the highest possible listing on a search engine. There are a ton of methods that can be utilized to get your website on the first page of Google and Bing. Keyword research, regular blog posts, updating product descriptions, and even improved photography are just a few methods to get the most out of your website. 

When is the right time to update my site? Facts vs Feelings

When deciding to make updates to your website it can be a daunting task but it is important to ensure we are making these updates for the right reasons. Relying on feelings when making these decisions can often end up as a trap where we make updates that are not actually necessary. 

Just because you feel like the site looks a bit outdated compared to your competitor does not mean you need to implement massive visual updates. Perhaps you recently received a large influx of capital and want to reinvest in the digital market. In any case, you want to take a step back and look at your business goals before making any hasty decisions. 

It is very important to look at your website in its entirety and take note of what things it does well and what it does poorly. Are your customer’s needs being truly served to the best of your ability? Are you utilizing your customer’s data properly to get the most out of what your website has to offer? Perhaps your competitor has a visually flashy new site but who’s is easier to navigate? 

These can be extremely difficult questions to answer objectively. Luckily there are highly trained experts available to tackle these tough questions and give you the most accurate, data-driven answers you need to make decisions that improve your bottom line. 

A professional Digital Marketing Agency can take a look at your website and tell you what aspects of your business are performing well and where you are falling short. More importantly, an agency can tell you what solutions are available to really stay competitive. Kubla’s team is glad to help you!

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