Many businesses make the mistake of assuming that once their website is live that it is finished. But the reality is, the most successful businesses online are those that realize that their site is never finished. Just think of the big examples – Facebook is never finished, Netflix is never finished and Amazon is never finished. Don’t let this discourage you, because this is actually a good thing. If you are continually updating your website, you’ll develop a great advantage over your competitors who are lagging behind. Here are three reason why you should never consider your website finished:
1. Website Feedback
The ultimate test of a website is when it’s released out in the wild and people start interacting with it. Even with the best market research during development, most website require some changes based on user feedback from actual users. This is an ongoing process that should never stop. Study your analytics to find the most popular content on your website and make that content more easily accessible to your users. Identify the most frequently clicked links and reorganize your website’s navigation to put those popular link right in front of your customers. There’s a wealth of information that can be gathered, always study that information and adjust your website accordingly.
2. People’s Tastes Change
Just like high fashion, trends are constantly changing on the web. Things that are considered all the rage one year, like flat design, may suddenly lose appeal. (That’s right. I said it!) Along with changes in trends, consumer’s preferences can be just as mercurial. As high-speed internet becomes more available, people start expecting rich content like higher resolution images, HD video and fast loading speeds. As desktop screens grow, people expect sites to look appealing on the larger screens, and utilize the added space. On the flip side of that, as more people access the web from their phones, they expect websites to also be usable on small screens. A successful website is always adapting to these changes. Again a good way to identify what your needs are is to study your analytics.
3. Search Engine Optimization – The Never Ending Battle for Relevancy
We are fast approaching 1 billion total number of websites and every second we are running towards that milestone which, at this rate, will be reached by the end of June 2014! It’s for this reason, to simply “put up a website” is no longer a viable long-term marketing strategy.
Once your website goes live, you've officially joined the never ending hustle for relevancy. http://t.co/5VqUnnoQPQ
— FingerprintMarketing (@fingerprint) May 28, 2014
Search engines are the dominant way users find content they need. A search engine’s product offering is simple – offer the most relevant and appropriate information to users based on their search terms. If users aren’t happy with Google’s search results, that’s bad for Google. For that reason, companies like Google hire thousands of smart people with long and confusing post-nominal letters to create systems and algorithms to find the best content and weed out search engine spam. Once your website goes live, you’ve officially joined the never ending hustle for relevancy. A well designed and optimized website will stand a good chance of ranking highly, but once live, there are many things that a business can do to maintain and improve their search engine rankings, and drive traffic to their site:
- Create great content that’s easily shareable.
- Update the website frequently with case studies, portfolios, stories.
- Attract high quality inbound links from relevant websites.
- Guest blog to get in front of new audiences and create link building.
The key really is simply having information/content on your website that people want. Become an expert in your field – educate, inform and even entertain. Create a blogging schedule and develop a content strategy, update your press section, maintain an up-to-date FAQ with relevant answers. These are just some of the activities you can engage in to stay relevant. If you need any help or want to learn more about what you can do redesign your website based on user feedback, use responsive design to make your website viewable on all screen sizes and devices or develop and execute strategies to improve your search engine results page (SERP) rankings – feel free to tap us, we’ll be glad to share our expertise.