Once the hard work of designing, developing and drafting your new website is done, it can be easy to fall into the trap of letting it stagnate.

From ghosts of products past and lurking typos to those dark, unknown corners where visitors can get trapped, old unloved websites can become a bit… well, haunted.

To bring your website back to life, we have put together three tips to guide you.

Carve out your goals

Before you begin updating your website, you must identify what you hope to achieve from it. For example, are you looking for lead generation, brand awareness or are you aiming for an e-commerce style website? This is a useful time to look at your competitors’ websites to see what they are doing right and wrong.

You should also review your audience strategy (96% of people leave a website without converting). Identify your current audience and devise a way to extend your reach to new users, who you have never connected with before.

Comb through content with a cold eye

While the bulk of your website may be fine, there will still be some vital changes that need to be done. Simple typos, broken links and out of date information can easily deter a potential lead. You must also ensure you use an appropriate tone of voice and have consistent formatting throughout.

Try to look at your website as if you were a brand-new visitor. Go through the user journey yourself and ensure your website easily brings them to where you want them (contact form, sales page etc.). This part may be quite time consuming, but it is vital that it is led by one person for the sake of consistency.

Some aspects to look out for include:

  • Colour
  • Typography
  • Images and videos
  • Tone of voice
  • Consistent formatting
  • Content organisation
  • Use of white space
  • Call to actions
  • Correct use of headers/sub-headers
  • Typos
  • Readability
  • Mobile adaptability
  • Performance optimisation

Breathe new life

The final stage is to implement all your changes. This may require some outsourcing, but the majority should be achievable inhouse. Devise a timeline, assign action items and create deadlines.

The most important part is to then keep on top of your website. It is advised you review your website every three months to ensure it is up to date. After the first major audit, the next ones should be less trick, more treat.

Happy Hallowe’en!

For more information on how Springboard can breathe new life into your digital profile, contact info@springboardcommunications.ie

Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.

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