Your Website Is Your Digital Front Door

Imagine a customer walking up to your shopfront. If the windows are cracked, the lights flicker, and there’s no clear sign on the door, they’ll probably turn around and leave. The same goes for your website, but how do you recognise the areas that need attention, and how do you justify the investment in your online presence?

Is your website productive?

Whatever purpose your website serves, whether it attracts new customers, cuts down your admin time, or informs your audience about your business, it should be working just as hard as you are. If your website isn’t directly helping you meet your business goals, then it’s time to put it on a performance improvement plan.

Ask yourself what role your website should be performing for you, and conduct an audit

The hidden cost of doing nothing

It’s easy to fall into the trap of thinking that leaving your website well alone is a cost-saving method. In fact, it can be causing a number of costly problems for your business. 

Compliance and security

Outdated software packages utilised throughout your website can cause vulnerabilities and legal trouble. Hackers can exploit security holes from the use of unpatched software via the use of automated bots – you don’t even have to be a big target.

“An analysis of websites hacked in 2023 found that nearly four in ten hacked sites had missed critical updates. Neglecting basic patching and maintenance leaves known doors wide open for attackers.” – Duarne Bernhagen

Consistently maintaining your site is NOT optional – it’s your front line of defence against hackers, lawsuits, and loss of business.

Misrepresentation of your brand

Your website is often the first impression that users have of your business, as it speaks for you 24/7. An old, clunky site can quietly undermine your brand image, studies show that 1/10 of a second is sufficient to establish a first impression of a website meaning that it takes a split second for users to form an opinion about your website and determine whether they’ll stay or leave. Your website sets the tone for your reputation. Letting it go stale dilutes your brand – undoing the hard-work elsewhere.

Reputational challenges

Not responding to enquiry forms could be damaging your reputation. In fact, research shows that companies that attempt to respond to potential customers within the first hour of receiving a query were nearly 7x as likely to qualify leads. Many businesses don’t even realise they’re ghosting people. Broken forms, outdated email addresses, or just having slow internal processes causes customers to feel like they are being ignored. This can then erode any trust, loyalty and credibility your business has earned and risk losing future and returning customers.

Is your website showing you in a good light?

Is your website frustrating users before they can even buy? 88% of online consumers are less likely to return to a site after a bad experience. Every click that frustrates the consumer damages your brand’s credibility, no matter the quality of your product or service.

Your website should feature clear navigation, fast loading times and smooth checkout experiences, these are not extras – they’re the difference between a sale and an abandoned cart. This is particularly important if you serve a nationwide or international audience, as your website might be the only touchpoint prospective customers have with you. First impressions count, is your website accurate, on-brand and easy to navigate?

Are you invisible?

Excellently designed websites mean nothing without traffic, search engines like Google reward websites based on trustworthiness and how maintained the website is. Convince Google that you know your stuff, you’ll show up for the right searches – the ones your target audience are already making.

Over 53% of all website traffic comes from organic search, confirming that SEO is the most effective channel for online visibility and engagement. You’re not visible if your website is not optimised.

Everyone wants an easy life

If your audience can get the information they need quickly, your website is doing a great job. A great user experience sets the tone for the ongoing relationship you’ll want to have with any prospects.

A smooth, intuitive user experience isn’t just nice to have – it’s what could turn a one time visitor into a loyal customer. By creating this experience, you will create interactions that build trust and not confusion. 

A good website pays for itself

Whether it’s through converting leads to customers, or adding value to your existing customers, your website is a commercial tool for you to leverage. Demand more from it and expect a return on your investment.

Your website has the potential to be a powerful engine that creates value for your business in a number of ways. Start with a review of your current site and compare it to your business objectives, is it pushing you forwards, holding you back, or coasting along without contributing to your journey to success?

To find out more, get in touch