I have encountered this mode of thinking before and it relies on the outdated idea that websites are strictly business tools. In fact, your website is the face of your business, probably even more so than your brick-and-mortar office space. Back a few years ago, customers looked at websites as an afterthought – “I wonder if they have a website.” Rather than an initial point of contact, a presence on the web was more of a trendy tool that presumably did not translate into new business.
But those days are long gone. Potential customers turn to the web first to research companies and products. An outdated website – or no website at all – is a sure way to drive customers away. In contrast, a fresh design and updated content will give potential customers valuable information about what makes you superior to your competitors – it’s cheap advertising. In addition, web analytics will help you get a feel for your customer base and a well-developed contact form will allow customers to reach you quickly and very cost-effectively. Let’s not forget the younger generation that prefers to communicate almost exclusively through the web and email.
Keeping a website fresh and updated does not necessarily mean spending big bucks. There are cost-effective ways to stay current. Many people think that even small website updates will mean hundreds or thousands of dollars. This is simply not true. Remember, your website is the face of your business – the only face that many potential customers will see – so you owe it to your business to keep your website updated, appealing, and relevant.
