Does Your Website Content Remind Visitors of the 90s? Refresh It Easily

Does Your Website Content Remind Visitors of the 90s

? Refresh It Easily

There is something about reading an old article or writing of yours that simply gives you ideas on how to make it better. Take content on your website for example. The words may have seemed perfect when initially written, but time has passed and they may no longer adequately describe your company or offerings. Perhaps visitors don't connect with your brand like they used to. Every now and again, it doesn't hurt to give your website a touch-up. It actually helps. Of course, if the layout and graphics are really old-school, then a complete re-design may be the better option. This article however, only focuses on refreshing your existing website content.

Web users are becoming savvier and can usually tell current websites from outdated ones. I have often found myself hitting the back button just by the look of a website. Sometimes, I have called the listed number simply to verify that the company is still in operation - because their site gave me serious doubts. If your company sports an outdated website, what does that say about your values, offerings and customer service? Now, you don't have to go off and re-do your site every month, but you typically should consider a touch-up every few months, and a re-design every 3-5 years.

Before you begin the website refresh process, you must ask yourself these basic questions:

1. Who are my target audience? Describe a typical user coming to your site - what does he/she do for a living? Why did he/she come to your site? How familiar is he/she with your products or services?

2. What is the primary action I want a visitor to take? This could include things like make a purchase, download an e-book, become a member, find driving directions, or simply get great information.

3. What other needs could my visitors have? When people visit your site, they typically have a need that they're hoping you can solve. As webmasters or site owners, we sometimes get so caught up in why WE set up the site, and don't think enough about why our target audience is visiting. Since most people have a defined reason to visit your site, it is imperative that you become aware of these reasons and set up your site in a way that helps them find your solution quickly.

4. What are the key reasons why the customer should choose me over my competitors? One of your best selling points should be the advantages of your offerings over your competitors'- so you may want to make this information very visible.

Once you have your answers written down, you're ready to begin sprucing up your site. Each page serves a different purpose. Start with your homepage. This is arguably the most important page on your site, as more users are likely to find it first. I suggest you read it over once, from the viewpoint of your visitors. Does it fulfill the requirements above? In other words, does it make it obvious what you want them to do? Does it provide an easy way for them to quickly find what they're looking for? If not, then you need to re-write the words with these goals in mind. I recommend you replace old photos/graphics/images with modern ones. In today's fast paced world, a video is a great addition to your homepage. Repeat these actions on every page of your site. Pay attention to the titles also, making sure to include your most relevant keywords for readability as well as search engine benefits.

When you're done, I suggest you conduct some usability testing. It does not have to be expensive - you can simply have a few friends or customers visit your updated website and try to carry out a task; then have them provide feedback and let you know if additional changes are necessary.

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