Your website is an important piece of your marketing strategy. Your business shifts and evolves and your website should shift right along with you.
As a business owner, I know it’s something that often gets pushed to the back-burner because there are many things vying for your time. It’s also easy to overlook when you’re updating social media because you are creating and posting something new on a regular basis.
Websites that aren’t updated regularly lose value. Customers don’t visit as often if they see nothing changes. With less people visiting, even when you do make a change, less people will see it.
I’m not suggesting you run out, hire a designer and do a complete overhaul. That may very well be where you’re at but small changes can make a big impact without busting (or even needing) a budget. Done regularly, you won’t cringe when someone says they found you through your website.
If it has been a while and you’re feeling overwhelmed, here are some great places to start.
1 – Your Headshot
Your headshot is often the first time people ‘meet’ you on the internet. If it’s been a few years or you’re still using a photo from your best friend’s wedding with your date cropped out, this is a great place to start. While a professional headshot is the ideal, I realize it may not be something you can invest in at the moment but don’t let that hold you back from having a great photo. If you’re tight on time or budget, recruit a good friend or business buddy to help you out. Dress in solid color clothes that work well with your website colors and represent your brand. Have the photos taken in natural light if possible. Shade is best as bright sunlight is not flattering to anyone. Keep the background simple and clutter free whether you are indoors or out. For brand consistency, be sure to update social media sites like Linked In so you’re recognizable wherever your clients find you.
2 – Your About Page
Does your about page accurately reflect how long you’ve been in business, awards won or your business journey? Small tweaks like this keep it up to date and don’t require a copy writer. I do know about pages can be challenging to write in the first place. It can be hard to see the arc of our story and how it all ties together. If you’re not comfortable writing it yourself, maybe this is the year you hire a copywriter to rock your story. It’s a worthwhile investment and one that I’ve made for that very reason – I just couldn’t seem to get my own story out of my head and onto the page. For brand consistency, update your bios across social media as necessary.
3 – Your Services Page
Services make subtle shifts over time. The more you do your work, the more you learn about your customers and how you can solve their problems. Do the services on your website reflect what you are currently offering? Be sure to refine what is offered so that it’s clear and accurate. If you display your prices on your website, be sure to update these as well. You want to be sure that what your customers see is what they get.
4 – Your Home Page
If your blog is featured on your home page and it us updated regularly, some of this is done for you. If you have other content blocks or a sidebar, it’s important to keep that content current, too. For example, did you host an even in the fall that is still on your website? It should be removed or – better yet – if you plan to host the event again, create a wait list form so you’re gathering new leads to market to for the next round. If you have your services or about information on the home page, make sure this matches up with the pages on your website, especially if you made changes. Also, are you ‘making the ask’? There need to be calls to action on your page like ‘work with me’ or ‘contact me’. It’s important to make it clear to the customer wheat you want them to do when they are on your website (this applies to every page on your website!).
5 – What Can You Remove?
Website are often approached with an add/change mentality. We add something here, stick something over there. This can create visual clutter and distract the customer. Really look at your website and ask yourself: Is there any outdated information? Are there visuals that feel stale or no longer represent your brand? Clearing out feels good, even when it’s digital. When you take the time to focus on what is important to your business and your customers it allows for deeper clarity and a clearer message.
Click here for a downloadable checklist for more ideas – it’s free! No email required.
Now, if you’ll excuse me, I have to go walk my talk. My own website needs refreshing, too!