Unlike so much in business, there is no standard review date for a website.
Common practice appears to be between two to three years for large enterprises. Of course, that time frame may not be economically feasible for small business.
A website can last longer, provided the technology it is built on continues to operate effectively.
As well as the outlay in build costs, small business should also consider the gains to their business when rebuilding their website.
Firstly, any business must remember why a website is such a valuable business tool.
Gone are the days of potential customers searching for your type of trade, product or service by flicking through the ads in ads in the yellow pages. And as for obtaining a competitive edge over your local competition by making up a snazzy flyer and a completing a letter box drops, or splashing your business across the local paper, well let’s be honest – these advertising methods for finding your business customers just don’t cut it anymore.
A contemporary website that is easy to navigate ensures potential customers can access information about your business. And that, after all, is the end goal. And of course that website must be filled with SEO friendly content. There is absolutely no point in having the world’s greatest website if no-one can find buried back on page 14 of a Google search.
Your website is not responsive
A responsive website design allows your audience to view your website no matter what their device and screen resolution. Smartphone and tablet users automatically view a scaled to size version of your website, and therefore can easily navigate towards information they need.
Considering 86% Australian households access the web via mobile or smart phones and households 62% via tablets, failing to make your website accessible to them is like, well, forgetting to put that ad in the Yellow Pages.
You need to modernise your online shopping experience
Outdated, long-winded checkout processed lose customers. We have already talked about how cart abandonment can be as high as 70%.
By creating a user-friendly checkout process that is simple and quick, you can reduce your cart adbonment rate:
- A one page check out
- Not require registration to check out (i.e. allowing customers to check out as a guest)
- Having more than one payment option
- Show visual clues about security
Customers expect a website to load in 2 seconds or less. In fact, 47% of consumers will abandon your page if it doesn’t load in within 2 seconds.
Which means if your website page load time is not your strong point, or is so slow you are best to head off and make a cup of tea and grab some biscuits, you are instantly turning off nearly half of your potential customers.
And that might just be reason enough to get some work done.
The sum of it all?
If your content or website just doesn’t reflect your business, or does not offer a professional image to prospective customers, reconsider what image you are projecting online.
Just spend ten minutes really reading and clicking about your website. How does it make you feel? Do you find the images ugly? Does the text reflect your business’ current direction.
A simple test: would you now be proud to offer your business website address to a potential major client, without adding a disclaimer, ‘pardon the mess, we are in the middle of the redesign process?’.
This might be enough to answer your question: should I rebuild or simply refresh my website content?