The Importance of Maintaining an Updated Website

  • By Jackie Petre
  • 22 Jun, 2017

Is Your Website Helping or Hurting Your Business? Pt. 1

Our team of digital marketing experts agree: the worst enemy for a business’s online presence is an outdated website.

There are several elements of your website that might be considered outdated, including content, design and images. Even having just one of these sections not up-to-date can hurt your website’s effectiveness, because it makes your overall business appear to be outdated as well. People are less likely to trust a business with a website that looks like it hasn’t seen an update in over a decade, especially if they only landed on your website through a search.

When you look at your business’s website, ask yourself if the quality of your work is accurately shown.

  • Does the design reflect your brand?
  • Do the photos on your site show the work/products you are most proud of? Are the photos recent?
  • Is all the content and information about your services correct?
  • If you have a blog, when was the last time someone published an article?

These are elements that need to be updated regularly to keep your site fresh.

Design

Designing a modern website yourself can be tricky, especially if you’re not tech-savvy. But if you want to attract people to your business, a modern and well-designed site is an absolute must. Outdated websites will turn people away if it looks like you haven’t touched your site since the Internet was invented. Keep it simple by going with large images, non-distracting backgrounds and a color scheme that fits your brand.

Why does this matter?

In addition to attracting potential clients, this will leave a lasting impression on Google. The search engine takes website datedness and content freshness into account when ranking your website. The more updates you make to your site, the better it will look to Google, and the search engine is more likely to rank your site as the best option for people who are searching for local services like yours. Of course, it’s not quite that simple, but content freshness does factor into Google’s ranking system.

Photos

While refreshing content on any website is certainly important, updated photos are particularly imperative for businesses in a service-based industry. Most of your clients will either choose to call you or move on to another business based on the work they see on your website. This is why it is crucial to have current projects displayed. If your photos haven’t been updated since the early 2000s, people will think your style is outdated, and will look for a more modern company.

In the real estate industry, listings with professionally photographed homes saw an average 139% increase in clicks compared to similar listings with stock photos or unprofessional photos. Plenty of other industries similarly rely on the images potential clients see on your site to sell your goods or services, making the quality of images equally important.

If applicable, before-and-after photos can put your website over the top. Also keep in mind that real photos of your work are always better than stock photos . This really illustrates what your business is capable of achieving, and gets the viewer to start visualizing how your business can provide the solution they’re looking for. You’ll have a much bigger impact on leads if they can see the transformations you’ve done for others in the same situation.

Quantity and Quality

We’ve touched how important it is to have not just any pictures, but updated pictures on your site. Now, it’s time to think about the quality of those pictures. This is where you want to show-off your professional, high-end products and services. Nowadays, it’s easier than ever to take decent photos on your phone. For some, this might suffice; but when it comes to displaying your work online, hiring a professional photographer is probably the smarter business decision .

A professional photographer can make great results look extraordinary with the right lighting and angles. You’ll be amazed at how higher-quality images attract more leads, because customers see the professionalism in your work. Sure, it’s more expensive to hire a photographer to do the work. But when your average sale way up, you’ll be glad you spent the money to get first-class photos.

Increases in sales are a real result of an updated website beyond professional photos. In the home remodeling and improvement industry, having an updated website is particularly important if you want to increase your quality of sales. Take Outdoor-FX , an outdoor home improvement and design company, for example. In 2011, Bryan Critser, president of Outdoor-FX, decided to see if a website redesign and digital marketing strategy created by a professional team could change his business.

“Our site was basically completely invisible on the Internet,” Critser said. “It served no purpose other than being a digital business card.” But hiring a company to redesign the website and make it SEO-friendly completely changed Outdoor-FX’s business.

“It was a game-changing decision and move for me, business-wise.”

Since the company’s prime source of marketing and leads comes from its website, Critser said his online presence has gone from being nearly invisible to ranking for all categories and terms the company aims to show up for. After undergoing a strategic website redesign, Outdoor-FX has seen profits double since the start of the business five years ago.

“It has essentially been the best investment for our business.”

The Bottom Line: An outdated website is the #1 problem any sales-related businesses face online. Having an updated and professional website can easily increase your sales, just by attracting more leads and convincing customers that your product or service is worth their money. A few simple changes could make a huge difference in whether your site is hurting your business or helping it.

This article is just one part of a larger series, “Is Your Website Helping or Hurting Your Business?” To read the article in its entirety and learn more about leveraging your website, click here .

The Science Behind Digital Marketing

By Jackie Petre 19 Jan, 2018

What exactly is a local citation? It’s any listing of your business’s name, address and phone number (NAP) on various websites, apps, local business directories and more. Simply put, it’s any online mention of your business’s contact information.

Think of all the places these listings appear online: your website, your social media pages, Yelp, Google, etc. These are all your local citations.

By Jackie Petre 11 Jan, 2018

With the influential role social media plays today, many small businesses are adding social media advertising to their digital marketing strategy. Facebook in particular has grown to offer small businesses more than just an opportunity to socially connect with consumers.

In a recent blog post , we touched on the fact that many successful small businesses are expanding their online presence to include Facebook Ads. The popular social media outlet is now a top platform for paid advertising, allowing business owners to advertise to a highly specific audience. And while there are many benefits to using Facebook as one of your digital marketing strategies, there are certainly a few areas to be mindful of as well.

In this blog post, we’ll cover:

  • The many benefits to using Facebook Ads for your marketing strategy
  • How you’ll see a change in your social return on investment (ROI)
  • A few concerns we want small businesses to be wary of when doing your own Ad campaign

Here’s what you need to know to start a successful Facebook Ads campaign for your small business.

By Jackie Petre 05 Jan, 2018

Most small businesses start with a simple website. You might include basic information about your products and services, contact information and maybe an “about us” page. As your business grows, however, your website probably will, too.

Over the years, we’ve had many small businesses come to us wanting a small website with little content and a small marketing budget. But as those businesses grow and gain more traction, we’ve seen that the vast majority of business owners decide to upgrade their websites and overall online presence to better reflect their growth.

Last year, Locallogy introduced our very own website platform called the Locallogy Rapid Platform . Initially, we saw this as a great opportunity for clients looking to upgrade their websites with a cost-effective service that lets them customize their site. We quickly saw that this was a popular option with small business owners—both current and new clients—who wanted to update their websites without blowing their marketing budgets.

By Jackie Petre 22 Dec, 2017

The recent repeal of net neutrality by the Federal Communications Commission (FCC) seems to have everyone up in arms about the future of the internet.

Will consumers have to pay more money for a connection to the internet? Probably .

Will popular streaming services like Netflix increase membership prices to keep up a faster speed? Most likely.

Will finally be forced to pay to use social media? Possibly .

These are all very likely possibilities if the repeal does actually go through. But one of the questions our team at Locallogy has been dealing with is how will the repeal of net neutrality affect the group most of our clients—and ourselves—are part of: small businesses?

Most small businesses today depend on the internet to deliver products or inform clients on services. With that, they also rely on a free and open internet to keep up with larger businesses that could have an advantage if the internet were to become more expensive.

So with the threat of repealed net neutrality, what does this mean for the future of small businesses?

First off, let’s start with what’s happening.

By Jackie Petre 20 Dec, 2017

During a recent local search, one of our digital marketing experts discovered an interesting new feature popping up on listings. It seems that Google has added snippets of business reviews to local pack listings, particularly reviews that include keywords from your search. This doesn’t appear to be a standard feature yet, but one that’s currently in a test phase.

You’ll notice that certain words are bolded in the review, correlating with keywords from the search. The reviews that show up depend directly on what keywords are used in the search query. So, depending on the wording of the search, the reviews that show up for each business will change.

By Jackie Petre 13 Dec, 2017

It’s no secret that planning your business’s finances for the upcoming year isn’t always easy. Digital marketing budgets in particular tend to confuse many business owners who are trying to decide how to spend their money in 2018.

Where should I be spending the most money?

How do I know if I’m spending too much or not enough?

These are common questions we get when it comes to creating a marketing budget. And while not everyone should be spending the exact same amount, we can help you determine how much of your budget should be going to digital marketing strategies, and how to apply what you learned from your 2017 campaigns to your 2018 strategy.

By Jackie Petre 07 Dec, 2017

Keeping up with today’s expanding online services can be difficult. Even more difficult than keeping up with them is figuring out how to use them efficiently, especially when you also have a business to run. From posting regularly on a variety of social media platforms to navigating Dropbox and other cloud-based services, it’s easy for technology to make our lives more complicated than simplified.

But what if you had a system that could create workflows by linking all the software you use on a daily basis and automatically performing the repetitive tasks you hate doing?

Tasks like saving your email attachments to the appropriate Dropbox folder, or creating one single social media post that gets published on all your company’s social media accounts can easily be done on their own. We’ve found a few services that make automating your daily tasks simple and effective, giving you more time to run your business.

By Jackie Petre 29 Nov, 2017

We know that many business owners are skeptical of pay-per-click advertisement (PPC) and might think digital marketing companies are only promoting it to make more money. They know how important organic SEO rankings are and only want to focus on those, since organic rankings are both crucial and free.

The fact is, however, that PPC actually has the potential to help boost your organic rankings.

We are the first to acknowledge the importance of SEO and doing everything you can to show up higher in organic search results. And while PPC doesn’t directly affect the organic ranking of your website, there are indirect ways your organic ranking can benefit from PPC ads.

Here are three ways paid advertising can positively affect your website’s organic search engine rankings.

By Jackie Petre 17 Nov, 2017

If you’ve ever read content on the Internet—a blog, product pages on Amazon, instructions on how to tie a tie—you know that visuals are essential to keeping you on the page.

So as the manager of your website, you realize just how important images are to keeping your visitors engaged and interested in what you have to offer. For product- or service-based businesses in particular, quality images can be the difference in total success or total failure of your site.

But did you know that images can do a lot more for your webpage than just supplement your content?

That’s right. Your images, just like your content, can be optimized for SEO benefits, making them more search-engine friendly. Optimizing your images for SEO benefits will give your page an added boost by including more keywords and giving Google more content to rank in searches.

By Jackie Petre 10 Nov, 2017

Getting customers to leave you reviews is one of the most important marketing strategies you can use. You know it. We know it. Let’s move forward.

Many businesses have reviews all over the Internet, from Yelp to Facebook and everything in between. But what’s the point of having an abundance of solid reviews if potential customers aren’t seeing them at the right time—when they’re on your site looking at your services? We fully believe that all business owners should display their reviews on their website in a way that proves your reviews are legitimate.

Our solution: an online review presenter.

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