Spring is here, time to freshen up the old website.

This quarter we want to concentrate on a popular question we receive often:

“How often do I need to update my website?”

When you have a new website created, it’s easy to sit back and forget it. That’s not necessarily a good idea. Mobile devices, different operating systems and outdated web standards all can affect the appearance of your website. With social media having a large impact on how marketers do business, it’s important now more than ever to consider your customer experience on your site. Your website is a critical aspect of your company’s brand, so it should really be priority.

“Ok, that’s great. But how often do I REALLY need to update my website?”

When we get asked that question, we conduct a web audit if a site exists already and possibly a web analysis. We listen to our clients share how their customers are using the existing site. We learn how our client thinks the site should be used, and it’s our job to develop a plan to bridge the gap and showcase each client’s needs. This means our clients spend more time investing in their business, rather than trying to figure out web technology.

During the audit process we look at the existing site to be sure that it’s up to code – quite literally. Programming language, user interface trends and new technology all have an effect on how a website functions. Having someone inexperienced update your web site could cause plugins to malfunction, photos to disappear or worse yet, it breaks your site completely and you have to start over.

When we meet with our new clients, a web analysis is needed which allows our client the opportunity to define the goals and intentions of their new site. We pay close attention as they define needs and base our proposal on accomplishing those goals with a consistent branding effort, utilizing the most current technology. We ensure that the proper website tracking resource is incorporated so we can provide real-time factual data on how the site is used.

“So, how often do I need to update my site?”

It’s our recommendation to have a pulse on how your customers are using your site, know what your competition is doing, and consult a professional. It’s also helpful to do the following:

• Know how your site is being used every month
• Evaluate every 6 months to a year to ensure there are no content edits or image updates needed
• Every year or two meet with your agency on technology updates, new features and design edits

Be sure you work with a partner who listens to your needs, doesn’t overwhelm you with “tech-speak”, and takes the guesswork out of the hard stuff to keep your site looking professional and current.