Why Your Website is Never (and Never Should Be) "Done"

Designing (or re-designing) a website is no t for the faint of heart. There are so many factors to consider—layout (where should the information go?), color palette, content (what should we say?), to include or not include staff photos/bios, make sure the links to the social media pages are visible and working correctly…and on and on. A website project can easily take months. But wow—that sigh of relief when it’s done, and ready to go live!

Here's the thing, though—a website, like any other item in your marketing mix, is never truly “done”. You should never allow your marketing (and particularly not your website) to grow stale or static. It should grow and change to reflect your business. New hires, new initiatives or products, milestones…all of this information should go on your website as soon as possible. We live in the era of now. If your website still includes information from five years ago and half a dozen staff members have come and gone yet their photo and bio still appear on the site, it’s time for a refresh.

I make many references to storytelling on my website. That’s the goal of marketing—to tell the story of your company…it’s products, services, and people. The story of your business is ongoing, so your marketing should, too.

Information about your core business, as well as your mission statement, should be front and center on your website. Although most businesses don’t have the time or manpower to update the website for every little item, the following content should always be current:

· Calendar of annual events or fundraisers

· Staff members (photos, bios, and working contact information)

· “News” feed

· Blog

· General contact information for the company. If you move or your phone number changes, be sure to update your website so customers can still find you.

Be sure the links to your social media pages work, as well. More customers are connecting with trusted businesses through the various social media platforms than ever before. Old information might lead customers to think you are no longer in business.

A business must always grow and change to remain competitive; its website should do the same!

What makes a great website?