We meet quite a few clients that come to us with existing websites. Upon inspecting these sites, we tend to find many of them are significantly outdated. They are either running old software versions, outdated database backends and/or have content that is no longer current or relevant. We always recommend upgrading, and we always get the same questions – “Why?” “What is the benefit of upgrading?”. Here are three reasons why upgrading and keeping your website up-to-date is important to your business.
1. Frequent, Relevant and Current Content Ranks well
If your site has outdated content, you will not be presenting the best representation of your business to your customers. Customers need current information to be able to work out whether they are going to engage your services or not. And remember they are probably comparing you to other similar businesses, so you want to present yourself as professionally as possible and provide the most current and accurate information you can. Otherwise, your potential customers will browse to your competitors.
And you can’t just put content on your site and leave it at that. You need to regularly update your site with fresh content with things like articles and blog posts with new information relevant to the services you are offering. Search Engines rank sites better that have regular fresh content posted to them. Content also provides opportunities to include more keywords which also helps search engines recognise your website product and services. This means people are more likely to find you.
This content also gives you the ability to showcase your expertise, which leads to building trust with your potential customers. Building trust helps you to build a relationship with your customers and hence leads to more sales.
If your website is running on older technology, then it has a higher chance of being hacked. Many software exploits became known publicly over time, but these are generally patched and corrected with software updates. The longer you leave your site, the more of these security risks will be identified and the greater the chance of your site being hacked. It would be best if you kept your site updated continually to avoid becoming a victim. That does not mean that newer software is completely safe either. Just about everything has an exploit, but you decrease the risk of this considerably by keeping your software up to date. Make sure you also take regular backups of your website, to be able to restore your website if you do have a security issue.
3. Performance – Speed of your site.
Usually with newer software comes with improvements in the efficiency and performance of that software. This means that your website will load faster, and studies have shown that you will lose customers for every second longer it takes to load a site. Customers do not want to wait for a site to load.
For example, the BBC found that for every one second it took to load their site they would lose 10% of their users.
Keeping your software up to date could improve your website performance, which again leads to a higher chance of receiving more leads and sales.
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