Do you like your website? There are 3 possible answers to this question:
- I had better, I paid enough for it!
Whether you like your website or hate it, you did indeed pay a certain amount for it, which means you have placed a level of value on it. If you think about it, that value is not just monetary, it’s also whether your website reflects your business as accurately as possible in order to serve a key purpose: to drive prospects to you.
But, in order for your website to continue to mirror your business, it’s never really “done”.
Consider this: maybe your website is a year old, and in that time you’ve made no updates in function or content to it. But, look at your business today. Do you offer the same products or services as you did a year ago with no changes or additions, and at the same prices? Do you have the same team doing the same things at the same positions?
The point is, your business will inevitably evolve, and your website has to evolve along with it.
You most likely have no doubt that the price you paid for your website was enough based on what you want it to do. Although price is relative, it’s cost that is absolute — and the cost of not having your website keep pace with your business can be very high indeed.
Whether it’s out-of-date information, a typo in your content, a broken link or a malfunctioning contact form, each one of these errors can have adverse effects on your bottom line.
Information that’s out of date is a potential loss by not providing prospects with all of the options or products you have available, or worse, leading them to disappointment for something you no longer provide.
Typos can give the impression of inadequate attention to detail, and can be a decisive factor in whether a prospect decides they want to try you out.
Broken links can create confusion, disappointment and even frustration for users, who may decide not to come back, especially if they find more than one.
Even worse is a malfunctioning contact form. If a user submits a query through that form and never gets an answer, you can bet they will never try again. Who knows the value of the potential sale you just lost?
The above are bad enough, but you also should consider security. If your site is not “immunized” against the latest cyber-threats and hackers looking for personal information, you very well could end up being held responsible for any personal information stolen from your site.
Consistent website maintenance may be one of the best investments you’ll ever make. With such a plan, your site will not only be kept up to date and secure, but you will also be able to keep your site fresh and mistake-free. And to visitors, your site will be worth more than one visit, which will lead to more conversions — and sales.
A website maintenance plan is a smart investment in your business, the value of which is immeasurable. Yet without one, the value of your site will sink like a rock.
Remember, the goal of your website is to reflect the state of your business at any given time. You need to make sure that time is today.