A website is a significant investment, but it’s also a foundational component of your company or brand. 87% of consumers begin their product searches online by perusing a website.
When you’re focused on running your business, it can be hard to create a website that meets your needs, maintain it, and know when and why to invest in updates. If this sounds like your situation, you’re not alone. While the recommended lifespan of a website is two to five years (depending on your industry), many people wait much longer to invest in a new build.
If you’ve been considering creating a new website, but haven’t had the time, you may be asking yourself: is now the right time to focus on a new website?
At LaFleur, we know how powerful a great website can be for your business and your brand, especially during times of change and uncertainty. We also know that a website represents a serious investment. If you’re considering investing in a new website, here are some things to consider before you do as well as some signals that it’s time for an upgrade.
Considering Building a New Website? Ask Yourself These Questions
The coronavirus crisis and subsequent lockdowns have slowed business down in the United States. According to the market research company Global Web Index, more consumers are holding off on big purchases until COVID-19 cases subside. Instead, consumers are focusing on their immediate needs: medical supplies, cleaning products, groceries, and shelf-stable food.
We are in a lull, albeit a temporary one. If you’re considering using this moment to invest in a new website, but aren’t sure if now is the right time, ask yourself:
- When was the last time you made any significant updates to your current website? Was it more than five years ago?
- Does your website do everything you need it to do? Are there functions or features you wish it had?
- Is it easy to make changes to your website’s content, and do you know how to do so?
- If you sell a product or service, does your site have e-commerce capabilities?
- Do you currently have more time to devote to projects?
Your website should be easy for customers or clients to use, have the features you need to run your business, and represent your company’s brand. If you struggle to change content, can’t navigate the backend, or need to add new features like e-commerce, these signs indicate your website could use an update.
As a general guideline, it’s a good idea to evaluate your website every two to four years or so. If a forward-thinking agency or partner with a lot of experience built your site, you’ll get more mileage out of a web build than you otherwise might.
A Great Website Makes Your Business Resilient in the Face of Uncertainty
The world will undoubtedly look very different after the coronavirus pandemic subsides. It already looks very different now. When restrictions lift and the economy re-opens, businesses will need forward-thinking digital tools that help them thrive in the new normal.
For instance, if your business operates in an industry that relies on trade shows and in-person events to connect with customers, you’ll need new technology that simulates the in-person experience. This could include virtual tradeshow booths, chat options, an online catalog, video tours, webinars, and more.
Your website can and should support your business goals as you adapt to changing times, habits, and needs.
Your Website Should Connect and Convert
A comprehensive web build should include tools that help you learn more about your target audience and connect with them effectively. These essential features include:
- Comprehensive search engine optimization (SEO)
- Fast load times
- Content markup
- Google Analytics tracking
- Dynamic, personalized content
- Responsive design
- ADA compliance
- Mobile responsiveness
- Functional, conversion-friendly contact and sign-up forms
- E-commerce functions (if applicable)
These tools are critical for the long-term health and success of your website, and many of them aren’t included in templated sites or one-size-fits-all web builds.
One of the most significant advantages of working with a forward-thinking digital marketing agency like LaFleur is our diverse team of marketing experts. When you partner with us to build your new website, you can expect the highest level of skill and expertise from our team of writers, editors, email marketers, graphic designers, and web designers. And when you need help creating a strategy to publish additional content on your website, like blog articles and videos, we can help with that, too.
If you have a website that doesn’t meet your current needs, it certainly won’t be able to support your business in the future. At LaFleur, we value forward-thinking strategies that invest in your future success. That’s why we recommend shifting your marketing budget away from immediate sales campaigns so you can invest in building a website that will support your company and your business goals for years to come.
It may not feel like it right now, but the world will keep going on, and people will still need goods, services, and support. LaFleur is committed to helping you make sure you’re ready for what’s next.
LaFleur: Your Forward-Thinking Digital Marketing Partner
The coronavirus pandemic is creating one of the most challenging, unprecedented moments in history. At LaFleur, we’re still here and still committed to helping you thrive, even in the face of uncertainty.
Alaimo, D. (2018, August 15). 87% of shoppers now begin product searches online. Retail Dive. Retrieved from https://www.retaildive.com/news/87-of-shoppers-now-begin-product-searches-online/530139/
Global Web Index. (2020. April). Coronavirus Research: Series 6 Consumer Spending. London, United Kingdom: Global Web Index. Retrieved from https://www.globalwebindex.com/hubfs/1.%20Coronavirus%20Research%20PDFs/GWI%20coronavirus%20findings%20April%202020%20-%20Consumer%20Spending%20(Release%206).pdf
Meyer, S. (n.d.). Understanding the COVID-19 Effect On Online Shopping Behavior. Big Commerce. Retrieved from https://www.bigcommerce.com/blog/covid-19-ecommerce/#is-it-safe-to-order-online-during-covid-19