Ten Best Reasons to Upgrade Your Website . . . and the Worst One

Here it is, almost 2012, and you’re really sick and tired of your old website. You’ve had the same site since you started your business, and you’ve read that websites should be redesigned every two to three years to stay current. Your site is only a few years old, but you can’t stand the layout and the navigation and the language and . . .

There are a lot of good reasons to upgrade your website, and one really bad one to watch out for.

Here are the good reasons:

  1. Your content is dated, inaccurate or doesn’t really address the needs of your ideal client.
  2. Writing is dense and stilted, grammatically garbled or lacks a conversational tone. Text needs to be reworked for easy skimming.
  3. Your site design looks amateur and doesn’t properly reflect your professionalism or convey your authority.
  4. Your site has grown organically, navigation is clunky and your visitor gets stuck in dead-end loops.
  5. Your homepage is so crowded and confusing that your visitor doesn’t know where to look first, misses your call-to-action and clicks away in seconds.
  6. You don’t have a call-to-action.
  7. Your site content and code are not optimized for search.
  8. You’re using Flash, so your fancy image rotation comes up as a big blank at the top of your homepage on iPads and iPhones.
  9. Your site doesn’t show up well on mobile devices.
  10. You’re paying a fortune for custom content upgrades when you could be managing the site yourself through a contact management system (CMS).

And here’s the really bad one:

You’re bored with your site.

It’s the classic stumbling block, especially at a time when Internet media evolve so rapidly and you want to look up-to-date. But if your site is actually working well for you, if the answer to all of the above is “no,” if your ideal clients are comfortable using your site to get the information, products or services that they need—then save your time and money, and stick with what you’ve got.

Of course, you can always tweak content, find some fresh images, refine your current site design to improve your visitors’ experience and sharpen search optimization.

But the basic rule to follow with a business website, which is an investment when done properly:

If it ain’t broke, don’t fix it.

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