I have written a lot about techniques in internet marketing and social media, but today I’m taking it back to basics. The foundation of any good internet marketing plan is a solid website. When someone comes to us to help them improve the results they are getting from a website, we’ll take a good, long look under the hood to understand how the website’s strengths and weaknesses will play into the results you can expect from internet marketing.
Below are five signs that your website may not be ready for an internet marketing campaign. They often indicate that it may be time for a new website altogether.
1. Your website is built using Adobe Flash.
There have been many ways to build websites. One popular method that has faded away is Adobe Flash. While it still remains wildly popular in certain situations, building a 100% Flash-based website is not as common anymore. Why? From my perspective, there are three reasons:
- Flash technology does not mesh well with search engines. Don’t expect to rank well in search engines with a Flash website.
- There are search engine compatible alternatives like HTML5 andtechniques using JavaScript libraries like JQUERY.
- From my perspective, it has been harder to find local talent that is passionate about Flash. Developers that were once eager to implement Flash have begun to adopt one of the many alternatives.
If you’re website is built using Flash, it may be time for a new website.
2. You can’t update your own site without calling your webmaster.
Website maintenance has changed significantly over the years. Not that long ago, building and maintaining a website required in-depth knowledge of complex software, HTML and other technologies. Today, all of the websites we build are created on top of content management systems (CMS) that allow someone with some basic computer skills and a little bit of training to make updates to their website. If you’re calling your web guy in order to change your hours of operation, or other details, it may be time to redesign your website. In many cases, it may also be possible to retrofit your site with one of these content management systems, which can save you time and money.
3. Your content management tool hasn’t been updated in 3 or more years.
The early days of content management systems were very exciting because there was a lot of innovation happening around giving people access to maintaining their own websites. Three or more years later, content management systems (CMS) have come a long way. If you’re using a system that hasn’t been updated recently, it may be time to upgrade your website. With a new CMS, you can take advantage of new features, ease of use and perhaps most importantly, ensure your website is secure from viruses and other threats. Using an old CMS is the equivalent of staying on Windows 3.1 when Windows 7 is available. In my opinion, CMS’s have come a long way since their inception, but will only get better and more secure with time.
4. Your business shifted to survive the economy. Your website didn’t.
The economic climate has been tough for many businesses around the world. Sadly, we’ve seen many businesses fade away. Still, others have weathered the storm either by downsizing or shifting their business focus. Has your business changed the way you do things? Have you identified new areas of business, or a new way of communicating your value proposition? If you have, and your website hasn’t shifted along with your business, it may be time to redesign your website. A website that does not accurately reflect your business isn’t going to deliver results. Maintaining an out-of-date website is the equivalent of a restaurant not changing their printed menu and expecting patrons to order newly added dishes.
5. Your site’s statistics are telling you there is room for improvement.
Not surprisingly, many people who have a website never look at their website’s statistics. Just as you might review your company’s P&L, balance sheet or bank statement, website analytics are another tool that measure the health of your business. Indicators to look for are the total number of visitors to your website, the sources and keywords that are driving (or not driving) traffic to your site, and the percentage of people who land on your site only to leave immediately (bounce rate.) If these numbers seem out of alignment, it may be time to redesign your website. If you’re unsure how to interpret these numbers or where to find them, we can help.
These indicators are just a few of the reasons you may consider a new website. If you want your business to succeed, internet marketing strategies will only work with a strong website. So, is it time for a new website?
