Why not having an up-to-date and relevant website is shooting a hole in your profits and your image

I am a designer and have designed my fair share of websites over the years so I may be a bit biased when it comes to web design and function.  With that said, I am also an avid online shopper and if I can buy it online I will, rather than going to a store.  I buy clothes online because I am plus sized and want to stay stylish. I order my children’s gymnastics and tennis clothes and equipment online because, let’s face it, no matter where I live I wasn’t going to be able to find a practice balance beam in a brick and mortar shop. But online I was able to look at several gymnastic equipment websites and found the most fabulous hot pink balance beam within an hour that my daughter adores.


When I need something repaired I look at company websites and reviews.  When I need new vendors or freelancers for something at work, I go online to check them out first. You may think I am not the norm and I may not be but even my 78 year old mother cruises the net on my father’s IPhone.


Granted I have a discerning eye but I am simply shocked and I mean shocked at the amount of badly designed and just plain dated websites online.  And though everyone may not have my eye or use the web as much as I do, if your site doesn’t function well because it was done by an amateur or is dated, you are losing business.  Don’t believe me, well let’s look at a few facts about how people view websites today.


In a recent survey of mobile users by Google they found that 72 percent of mobile users say that it’s important to them that websites are mobile-friendly.  And almost 75% say they will revisit a mobile friendly site.  Furthermore, people using mobile devices for visiting websites have grown substantially over the last few years in the US, and estimates now show somewhere around 35% of all web usage happens on smartphones and tablets.  Statcounter


What do these findings mean for a dated website? If your site was built before 2010 your site probably isn’t mobile friendly, period.   And to add fuel to the fire, on April 21, 2015, Google started penalizing non-mobile friendly websites.


Surveys from the consulting firms Deloitte and Accenture … found that nearly 70 percent of shoppers webroom compared with less than 50 percent who showroom shop before they buy. Boston Globe.  But what is webrooming and what does it mean to your bottom line.  Webrooming, in the simplest terms means the process of looking at a product online and then buying later in a store.   Unless you are tracking your website, you would never even know anyone was there searching your site to begin with.  And if your site is old and dated you probably aren’t taking the time to track your site.


If you do B2B and think you are immune, check out this statistic. According to the 2014 State of B2B Procurement study from the Acquity Group, it says that 84.3 percent check business websites, so B2B companies aren’t excused in the need for an updated website.


The point is that people are looking for your site and while no website could mean that you aren’t getting additional business, a bad or dated website is far worse.  A bad, dated website not only can lose you some business, it can cause you to look bad, small, and careless to potential customers, possible employees whether business partners, or investors. Like everything you do you only have one chance to make a first impression.


And one last note about updating your site and keeping it up-to-date (which means redesigning it every three to five years in order to keep up with the latest technologies and design styles available) if you are a small business the web can even the playing field if you are competing with larger companies.  If you have a professional looking website, you can project an image of a much larger organization.


If you need help updating or creating a new website please give one of our marketing experts a call at 561-393-4722 and we will be happy to help.


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