Outdated Website – How Does It Harm Your Company?
Nowadays, no company can function without a website. It is a very important element of any marketing strategy that also serves as a business card of a given brand. It contains all the most crucial information about the company and its offerings.
However, many companies with outdated websites do not pay much attention to their online presence. This is against the rules of how digital presence should be treated. The website should look appropriate and contain all the necessary elements. In addition, as time passes, the website might start looking out of date.
Why is having a good website so important, and how does it hurt business when it is old? How do I know that an outdated website needs renewal?
How Can a Website Impact Your Business?
It is not an exaggeration to state that in today’s market, an online business presence is mandatory. A website functions as the company’s best showpiece. How customers see the firm’s website translates into their overall perception of the brand. If you run an online business, your current site is one of your most valuable instruments.
Therefore, the website should be functional, easy to use, intuitive, and in line with current standards and contemporary, modern design. Such a website will demonstrate the professionalism of the company and its expertise in providing the best customer experience.
On the business website, potential clients should be able to find all the information they are looking for with ease, as well as familiarize themselves with the firm’s offerings. What is more, website visitors should have easy access to contact with the business in order to ask any questions or place an order.
The most important part here is the home page, which usually also functions as the so-called landing page. It is the place where visitors land after clicking on a link, e.g., on social media or in Google search results. The first impression is generated the very second the user enters the website, so its neat and organized web design is essential.
In order for the user to stay on it longer and form a positive opinion about the company, it is necessary to provide appropriate materials on it. The content on the website is also important in terms of ranking in the search engine.
Google Search Rankings Show Negative SEO Impact of Outdated Websites
What Should a Functional and Up-to-Date Website Be Like?
Outdated Website – Why Can It Hurt Your Business?
Six (6) Signs a Website Is Outdated
2. Long Loading Time for Website Visitors
The website loading speed is a widely discussed topic. Poor website loading speed negatively affects both search rankings and user experience. Google confirms that 53% of users will leave if a website takes more than three seconds to load. In addition, each extra second of mobile site delay reduces conversion by 20% (research conducted by SOASTA).
If you have a feeling that a page is loading too slowly, use the Google PageSpeed Insights tool – https://pagespeed.web.dev/. It shows website’s performance scores on a scale of 1 to 100 and provides information on what causes site slowdown.
Some certain elements, such as large images, can slow down your web pages. Plugins may slow down the website’s performance as well, so it’s recommended to limit their use to the bare minimum. It’s a better idea to optimize performance than lose potential clients due to a slow website.
3. Outdated Content and Less Traffic from Search Engines
Have you noticed a drop in website traffic from search engines? Keywords are very important for ranking in search results. Pages that have not been updated for many months are less likely to have relevant and fresh information searched for by potential customers.
4.Outdated Web Design
If you have not updated your business website for a long time, take a look at the graphics, fonts, and design again. What makes a website look outdated? Particular attention should be paid to such obsolete solutions as illegible fonts, old and unprofessional photos, and clipart or Flash animations. When it comes to designing websites, modern solutions really matter.
When you are creating a new website, make sure it is as up-to-date as possible. If the designing phase takes a long time, it may turn out that it will not be modern and relevant from the get-go. The trends are changing dynamically. Outdated web design will hold you back and make achieving the expected results harder. That is why it is worth checking it again before your web designer creates a new website. A good web design will make your new website more trustworthy.
5. Older Website = Higher Bounce Rate
The bounce rate indicates how many visitors leave your website without taking any action. If both your old and current content have a high bounce rate, there may be issues with your content or keywords.
However, if only older content has a high bounce rate, it likely needs updating. Check if the older content is optimized for mobile devices and meets SEO requirements. Ensure it loads quickly and includes valuable links. Make sure your content is up-to-date and relevant.
Remember, while controlling bounce rates is crucial for websites selling products or services, it’s less critical for read-only content. Users often exit after finding the information they need without taking further action.
6. Low Conversion and Engagement Rates
On your company’s website, the primary focus should be on encouraging users to interact and convert. Ideally, visitors should engage by reacting to, commenting on, and sharing your content. More importantly, they should eventually make purchases, subscribe to services, or order products and e-books.
Many small business owners struggle with generating new ideas that drive leads and improve website conversion rates. If your older content has low conversion rates and engagement metrics, consider updating it. Enhance your content with more incentives to convert, strategic calls to action, and links that connect older articles with new ones or lead users to pages with conversion actions. For further guidance, check out our design tips to boost marketing conversions. A well-maintained website will attract more traffic and leads.