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Hi Carl and Reece
My company's website is nearly five years old, and I'm wondering whether it's time to update it. What would you suggest? Regards Wendy
Think of your website as a shop window - the more interesting and engaging it is the more people will want to 'come in' and browse. By updating imagery and key messages on a regular basis, you'll be encouraging people to return to seek out further offers. Themed displays can be an effective way of increasing traffic at peak times (Christmas, Easter, Halloween). Calls to Action should be sufficiently appealing: 'Click here for a 15% discount on your 1st order!'
Here are a few other considerations:
Highlight what makes your business unique; couple this messaging with a strong visual identity to help visitors understand why they should purchase from you.
Analyse your website traffic to see which pages, links and images people are clicking on; delete any copy that doesn't motivate people to read on.
Is your bounce rate high? This is a crucial metric to monitor, as if this figure is over 60% all content will need to be reviewed to identify the reasons why people are clicking away so soon!
No one is interested in old news, so it's important to audit each webpage on a scheduled basis. Out-of-date information won't just affect the profit margin - it will damage your brand's reputation for accuracy and professionalism.
Lastly, update the plug in, theme and core files on your website regularly (every week is advisable) to protect it from being hacked.Good luck!