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10 Tips for Maintaining a Website That Won’t Get Stale

Is your website stuck in the 00s? Was it brilliant when you built it but now it’s a little lackluster? Did it create leads at first but now users are bouncing out as soon as they arrive? If you answered “yes” to any of these questions, it might be time for a refresh or even an entire overhaul.

Perform a comprehensive audit of your current website

If you’ve committed to a complete overhaul, then you probably have some inkling about what you want to improve. However, you should still audit your site to diagnose issues you might not be aware of. By analyzing key metrics like traffic, conversions, bounce rate, and time on page, you’ll be able to understand what pages people find useful, what pages might be missing, and what pages you can remove. Then, ask yourself:

  • What are your goals for the new site? When you establish your goals, make sure you can tie them to measurable results, like number of unique visitors, time spent on page, and qualified leads.
  • What’s your competition up to? What do you like about them? What are they doing wrong?
  • Who are you building this website for? Your site doesn’t need to appeal to the entire world wide web, just the corner of your world.
    • Who is your target audience?
    • Where do they spend the most time online?
    • What motivates them?
    • What are their pain points?
    • What are they looking for?

Make sure your site is valuable to your target audience

Provide high-quality content that’s relevant to your target’s needs and that’s informative and unique. Including calls-to-action on every page will lead users through your site and encourage conversion. Consider providing a sign-up form and reward people with regular, informative newsletters. This can be a valuable way to engage with your audience—that is, if you don’t let that list collect dust.

Keep content fresh and keep visitors coming back

Regularly publishing new content will keep your audience engaged and returning to your site. A great way to do this is with monthly (at the very least) blog posts, which is also a great excuse for posting to your other marketing channels, such as banners, social, and email. Events and marketing pushes are another way to update your site.

Ensure your search engine optimization (SEO) is, well, optimized

Implementing a strong SEO strategy is critical when it comes to attracting new visitors. Google accounts for a variety of factors, including keywords, link equity, and social signals. Start with keyword research to identify unique keywords relevant to each page. These keywords should be used naturally in your titles, headers, body content, anchor text, alt image tags, HTML tags, meta tags, and title tags. Platforms like Semrush, Screaming Frog, and Google Search Console can help identify any issues with SEO on your site.

Fulfill your audience’s need for speed

Optimizing for performance can help with SEO and is an important part of the user experience. People don’t notice much when a website is fast, but they definitely notice when it’s slow, and that can have a negative impact on your brand. PageSpeed Insights is a good tool for testing performance.

Optimize for mobile

These days, most people use their smartphones and tablets to browse the Web, so your site needs to load and display properly no matter how small the screen. The easiest way to make sure your site is mobile-friendly is by using a responsive design. You can check whether your site is optimized for mobile with Google’s Mobile-Friendly Test.

Ensure your site is accessible

Accessibility is not only an important legal issue these days, but making a site accessible to the visually and physically impaired also improves SEO. WAVE® is a great accessibility testing tool.

Ensure your site is accessible to YOU

Who has the password to this, that, and the other? How many times have analytics data and other resources been lost because no one knows who owns the account? Gather your passwords (securely) in one place! Is your development company your partner or your bully? Make sure you have the keys to everything so you’re empowered, not locked out.

Track metrics and make ongoing adjustments

Even if they aren’t in a position to use analytics now, I urge clients to start collecting data so they’ll be able to use it later. If you’re planning a redesign at some point in the future, having that data from the previous site can tell you whether your investment was a success. Same regarding email campaigns. When it comes to tracking visitor behavior and evaluating and planning site changes, Heat Maps can be a powerful tool. We can record real user interactions on the site to see what’s working and what isn’t. And don’t forget your UTM parameters to track the effectiveness of your online campaigns!

Last but not least, secure your website!

How does it reflect on your brand if your site gets hacked or if it crashes? What if you literally lose your whole site because you don’t have it backed up? In addition to hardening your site against bots and hackers (firewall, spam blocker, login secured, etc.), I recommend:

  • Daily off-site backups
  • Daily security scans
  • Monthly software updates with testing (because any update could introduce bugs)

These are just some topline considerations when undertaking a website build or redesign. So much more goes into developing and maintaining a site that can make a real difference to your bottom line. We’ve recently refreshed some sites (, combined several into one (Hologic), and completely overhauled others (TriSalus), so we know (and have) what it takes to ensure you see a measurable return on your investment.

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