Like many business owners looking for web design help, you may be eagerly awaiting the completion of your official website. While it will be a banner day, indeed, there’s one small caveat: Ideally, your site will never truly be “done.” These days, you can’t hope to remain competitive and enjoy high conversion rates with a static website. For optimal success, ongoing changes, updates and improvements are crucial.
Under Construction… Forever
Remember those tacky “under construction” GIFs that were plastered all over websites back in the day? They’ve gone the way of the do-do, but today’s best, most effective sites are perpetually under construction. Why can’t you just come up with an ideal website design, make your site go live and call it a day? A few reasons that it’s crucial to constantly update your site include:
- Keep Up with Customers’ Expectations and Needs – Let’s say you built a website five years ago. At the time, mobile wasn’t such a big deal. Now, though, failing to have a mobile-friendly site is a recipe for disaster. More recently, responsive web design, in which a single set of code helps a site render correctly across all devices, is the standard. What will customers want, need and expect in the future? It’s sure to be different than the current status quo, and your site will need to be tweaked to keep up and stay relevant.
- Maintain SEO Best Practices – SEO, or search engine optimization is about more than strategically placed keywords. Google places a strong emphasis on fresh, relevant content. Therefore, static sites are overshadowed – and outranked – by sites that are updated regularly. If you want people to find your site in the first place, then, continual updates are crucial.
- Stay on Top of Current Web Design Trends – Web design standards and trends change rapidly. If a site isn’t updated for just a year or so, it starts to look dated. People are likely to come away with negative impressions of your site if it looks out of date, so ongoing improvements are essential.
There’s Always Room for Improvement
Finally, there’s no such thing as a “perfect” website. There’s no surefire way to predict which elements will convert customers and which won’t. Ongoing A/B testing and continual adjustments, improvements and changes are crucial if you want your site to live up to its potential as a lead-generating machine for your business, so forget about crossing a finish line. There isn’t one.
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