Your website is your vehicle to achieving your marketing objectives.
How you look after that vehicle will dictate how successful you are.
You wouldn’t buy a car and expect it to run forever without regular servicing.
You need to have the oil changed, the tyres checked and wash it every now and again to keep it looking nice - your website is exactly the same.
This is where regular maintenance comes in, it keeps your website on the journey to achieving success (providing you add the fuel!).
Website maintenance is not a glamourous supercar. Think of it more as a reliable family car - it takes care of all of your needs and always gets you from A to B, without a fuss.
A website that hasn’t received the right TLC can leave you with a mountain of issues
that need addressing.
It can be overwhelming before you even start - we know!
The longer you leave it, the worse it will be on your website, and ultimately your marketing results.
Poor performance on the backend of your website can leave your internal team feeling frustrated and ineffective at their job.
If it’s affecting your team, it's definitely affecting your customers' experiences too. A bad website experience for your visitors means your marketing efforts will be falling on deaf ears (or eyes).
Whether it’s user experience or security that you feel needs your attention, without regular maintenance you’re likely to be driving down a road leading to nowhere.
See website maintenance as your boring yet reliable car or as your unsung marketing hero that has saved the day before you even knew it needed saving. You’ll still need buy-in from your decision-maker whether that’s your CEO, board or Head of Marketing.
We can take the pain out of creating a flawless business case for why website maintenance needs approval.
Fasten your seatbelts and join us in this series to find out where maintaining your website can take you. Starting with how website maintenance can help your customer or visitor’s experience:
Road Trip vs Road Race
Think about when you’re a customer or a website visitor.
When a website’s taking too long to load, we all give up and try somewhere else (even the most empathetic marketers have a threshold).
Customers are fickle. If it’s taking too long, they’ll move on.
This applies to all websites whether you’re an eCommerce, a charity or have a brochure website. If your visitors can’t find what they’re looking for instantly, they’ll find it from a website that understands it’s visitors’ needs.
Take a charity website, for example, as generous as charity donors are if they can’t quickly and easily donate online it’s likely they’ll ‘leave it till another day’ - if at all.
Unless you have a well oiled multichannel marketing strategy that keeps you at the forefront of their mind, we know they’re bound to forget and ‘another day’ becomes never.
Imagine you sell online and for easy numbers you make £100,000 per day from your website, a 1 second page delay could potentially cost you almost £2 million in lost sales every year according to Kissmetrics. If something was knowingly losing you £2 million in sales, would you ignore it?
And when 79% of shoppers who have trouble with loading speeds say they won’t return to the site to buy again, you can understand why using regular website maintenance keeps your website loading swiftly.
40% of people abandon a website that takes more than 3 seconds to load
If your website loads like a formula 1 car, you’re simply round the first bend.
The speed of your site isn’t the only part of your website that you need to maintain.
Your site needs to be simple to use.
Visitors need to be able to find the information they’re searching for and invest in the product or service they’re looking for quickly.
You should be able to make changes to simplify your customer journeys in your maintenance.
It’s worth remembering that technology changes quickly. Website maintenance also gives you the tools to stay responsive on popular screen sizes - allowing your visitors to access you anywhere.
If things don’t look right, it’s likely your visitors will lose trust.
When 38% of people stop engaging with a website if the content or layout is unattractive it’s clear to see why we need to stay up to date with how a website looks.
Any snag a visitor finds on your site, whether it’s related to design or navigation, can be the difference between a smooth journey or a car crash.
80% of people stop doing business with a company because of poor customer experience
Humans aren’t the only ones visiting your site that you need to please. Website crawlers, for search engines, rank your site based on quality.
These crawlers are interested in how user-friendly your website is and looking to answer questions including:
- Is your content written for your visitors rather than being stuffed with keywords left, right and centre?
- Are there a number of broken links?
- Do you have duplicate content?
- Is your website coded well?
Search Engines, such as Google, will rank websites higher that the fancy algorithms have found to be of more value to visitors. A page that is written for humans first, without broken links and receives traffic that doesn’t instantly leave the page will rank much better.
Website Maintenance allows you to monitor these all-important factors and sort any issues you find quickly - something that search engines love.
Driving the right traffic to your website is the lifeblood of your online business and something you can’t do without search engines.
Just like your car, regular maintenance is much cheaper and easier than waiting to fix problems once they appear - some issues may go unnoticed for longer too.
When you’re proactive with your maintenance, your website will be smoother, more efficient, and do its job for your visitors or customers.
Your website exists for a reason, whether it’s your revenue stream, an information source or a mixture of both. To do its job, it needs regular attention to keep it performing at its best for your audience. If your visitors are too frustrated by their experience they will always go elsewhere.
Website maintenance allows you to improve your website for your visitors whether it’s to regain trust that a broken website has lost or simply to get your website working better at achieving success.