Since the 1990s, when what we consider to be the “Internet” became mainstream, almost everyone now has some form of digital footprint. For a company, its corporate website became the pinnacle for reaching the largest customer base. When social media came into existence, that paradigm shifted somewhat as to the reach a business can achieve, depending on their target demographic of potential customers. That being said, websites are still the go-to for how most people get information.
In the early years, websites were mostly built on standard HTML code with other programming languages incorporated like JavaScript to utilize more dynamic or interactive elements. While these types of sites initially took longer to build, you could keep them running for years with only minimal updates – mostly to content related to your business – and some updating to the “backend” code. Now, with website building tools like Wix, Squarespace, or WordPress, you can build a website in hours, however these types of site builds require much more attention than with past setups.
For a typical site using one of these tools, there are many more outside elements or “plugins” that run specific functions to create a site that’s engaging and keeps your visitors coming back. These plugins are usually created by third-party entities, and each one is routinely updated by its creator. That means, a company needs to keep these elements updated via their website’s build tool portal, so that their site runs at maximum efficiency on the web. While social media apps manage their own updates, for most the website is still the flagship for their brand, and needs to stay current with web trends. You may not think your website is “old”, but according to leading experts, even at just three years a website is considered to be outdated!
Let’s expand on the top reasons to stay updated we highlighted in the e-blast:
New Content / Better UX
The obvious is: Content Is King. Without great content, visitors will not want to return to your website, which can negatively impact your business or brand. “UX” stands for User Experience, which is critical for user engagement. A website with great content that is current and easy to navigate makes for good UX and a successful web presence.
Better Site Performance / Speed
When your site stays up to date with web trends and best practices, it will run smoother and more efficiently – even at times when visitor traffic is high.
Increased Security
Probably one of the most important points to consider. An “old” website that is not updated frequently or monitored can be a target for cyber criminals who use “side doors” to access your internal site files. With this access they can potentially run malware or phishing scams from your site’s IP address, without you even knowing.
Integrate with Newer Devices
Everyone’s on their phones. Current sites tend to “play well” with mobile devices, which means you aren’t losing a customer or client because they can’t access your website on their preferred method for viewing the Internet. It’s also important to note that keeping your phone’s software up to date is also critical for your site to perform at maximum efficiency.
Better SEO Rankings
Keeping your site in best web practices also allows you to install more effective ‘Search Engine Optimization’ methods. More people see your site; more people visit your site. ‘Nuff said.
Compete in the Market
This one is self-explanatory: If you have a website that looks antiquated or hard to navigate and you competitor’s site is sleek, modern, and more enticing – which site is a visitor going to click on?
Easier to Update & Stay Updated
As we mentioned, in the “old days” of building websites the “set it and forget it” approach was easier to get away with. Now, with tech giants like Amazon, Google, and Apple moving at break-neck speed largely powered by A.I., staying current is not a recommendation, it is a requirement. Hardware & software versions update more frequently now, and staying current means you don’t let your site “age-out” of being updated to a current version. Not only does this make updating easier, it saves you money in the long run by not having to re-vamp your site or re-build from scratch!
