10 Signs that Your Web Site is Out-of-Date
Through the years, you’ve probably changed your Web site as your business evolved. You’ve added new categories, functions, and offerings as you’ve adapted to the changing requirements of your target audience. But, as with many products, a Web site needs to be re-worked every few years to ensure that your business is not lagging behind in the eyes of millions of potential customers.
There’s no direct formula for determining the service life of a typical Web site. Like people, some sites age better than others. Here are ten signs that your Web site is out of date:
The Web site contains contact information, a logo, and not much else. We refer to these as “business card Web sites”. Ten years ago, it was “cool” just to have a Web site, and providing your contact information was enough. This isn’t the case today, as visitors are looking for in-depth information about your company and the products/services offered. Potential clients may become frustrated if they’re looking up your company after business hours and can’t have their questions answered immediately.
Your Web site traffic is down – way down. Getting people to visit your Web site once is great – but getting them to return again and again is the challenge. In general, a moderate percentage of Web site traffic will be repeat visitors who feel that they received value from your Web site in the past. Visitors like to see change, and if your Web site has remained the same for several years, they may not return. Search engines like Google will move your Web site down the list or remove it completely if they find an unprofessional, stagnant, unchanging Web site.
Imagery, navigation, and overall layout are not consistent. Over the years, if you’ve added new pages or functionality, the new Web pages may not be consistent with the old. Different designers may have imposed their disconnected visions on the new pages, creating layout and navigational structures that look nothing like the existing pages. Consistency is a key element of building and maintaining a professional Web presence.
Many links are broken. Another problem that may occur when adding new pages or functions to an existing Web site is broken links. Third-party developers may not thoroughly test the finished product, and you may be left with pages that do not connect properly with each other (floaters).
The entire site takes up only a small portion of a standard monitor. In years past, Web sites were designed for different monitor resolutions. Now, the standard size is 800 x 600, and will be 1024 x 768 before long. If your Web site looks tiny or stretched-out on a standard screen, it may be time to consider a re-design.
Your Web site doesn’t look or perform the same on new or alternative browsers. As the Web evolves, the standards with which Web sites must comply also change. These upgrades are frequently incompatible with older Web sites. Browsers determine standards, and with each new version of Microsoft’s Internet Explorer, your Web site may not perform the same way it did in the older version. Also, if you’ve never heard of Mozilla or Mozilla FireFox, you will hear much more about them as time goes by. Mozilla and Mozilla FireFox are browsers that have been created as alternatives to Internet Explorer and are not as susceptible to spy ware, viruses, hacking, and other malicious activities. These browsers are growing in popularity and Web sites must be constructed differently to accommodate them. If your Web site does not function properly in Mozilla, you are almost certainly losing potential customers.
You’ve got gimmicks such as counters, barking dogs, waving flags, guest books, etc. These items are OK for your personal Web site, but a modern professional business-grade Web site should be free of these outdated, tacky distractions. Some animation is good, but stock, low-resolution animated gifs are very unprofessional and should be omitted.
You have a “Flash Introduction” to your Web site. When Flash first became popular, it was all the rage to include a super cool “Flash introduction” to wow your visitors. Now, Flash has become quite common, and no one wants to sit through an introductory video that presents a barrier to accessing the information sought. Even if you include a “skip intro” button, these introductions simply get in the way and provide very little value – if any – to visitors, especially those most important repeat visitors.
Your business has changed, but the Web site still reflects old practices, logos, colors, products, services, or policies. If your business evolves, your Web site should reflect the changes. Too often, marketing literature, business cards, and everything else gets a fresh look while the Web site remains the same. You’re selling the 2005 model of your product while your Web site is still peddling the pre-millennium version.
You deny you have a Web site. You’re not alone. Many businesses have the same problem. Lack of time and resources have kept owners from updating the site, so they’re too ashamed to acknowledge it, unhappy with their last experience, and unwilling to spend money on a new site. Over the years, Web sites have actually dropped in price and have more capabilities than ever. Plus, you now have the experience behind you to know who comes to the site, why, and ideas to improve the site. The best part about having your Web site re-done is it’s a lot easier than you may imagine. Many companies offer services geared for busy professionals, taking much of the headache out of planning and building a Web site.
If any of these signs apply to your Web site, you may want to consider upgrading your Web site in the near future. More people are using the Web every day, and since your Web site is your least-expensive marketing medium, it is critical to constantly scrutinize and improve your offering.
