Websites aren’t what they used to be. They’re less like brochures with stagnating information and more like the ocean – your digital presence needs to have relevant and current content that moves your target audience. Is your small business website design outdated? Below are seven signs that you need an upgrade and tips to make the change.

1. Sorry, We Moved

In the physical world, location is key. Your customers need to find your brick-and-mortar store in order to do business with you. In the digital world, however, it’s all about information. If your company has relocated but your website still directs people to the old spot, it’s time to update.

Put your address in the footer, on your contact page, but also talk about the move ahead of time. You would tell your good friends and family members that you’re relocating, treat your website visitors the same way. The same goes with your phone number. Make sure it is accurate and up-to-date across all pages. You don’t want a customer to call you to book your services only to be frustrated by a wrong or disconnected number. One way to ensure your customers can easily get ahold of you is to include the click-to-call functionality on your mobile website. This way the customer can just tap your phone number and be connected to you in a matter of seconds.

2. Wrong Keywords

There’s more than one way to describe the main service you provide for people. If you are a hair stylist, you could say that you offer:

• Haircuts
• Highlights
• Corrective Color
• Brazilian Blow Outs

And the list goes on. But if you find yourself using keywords and phrases that cause your target audience to scratch their head, you need an update.

In order to make your site easy to find online, you have to use keywords that your target audience uses. Make it your business to discover what they’re typing into Google, Yahoo! or Bing. Every keyword isn’t created equal, so get some help. You can hire an SEO expert to do that research for you, or you can use the free Google Keyword Tool in AdWords to conduct your own research.

3. Lost in Digital Space

People visit your site. They read your first page content. They start clicking on your links. But where will they end up? If you’re constantly sending your visitors to No Man’s Land by mistake, you need an update.

You or someone on your team can audit your site a few pages at a time. Spend 15 minutes a day just reading your own content and checking the links. You want to make sure each page takes your audience where they want and need to go or they’ll leave your website for greener pastures.

4. Out-of-Date Updates

If your website is still talking about that Christmas sale in the middle of July or is promoting expired coupons, it’s time for a change. A well-kept site sends a clear message to your viewers: We care.

To stay on top of your digital brand, visit your own small business website every day. Check your emails, check your website, and return phone calls. Just as you wouldn’t leave a bag of trash at the front of your building, you don’t want to leave old content on your website.

5. Not a Smart Phone Look

Flash-based website design may look pretty, but it doesn’t always play nice with the iPhone, and since it’s one of the top three global smart phone brands, it matters. You want your local website to enhance your visitors’ experience regardless of the device they use. To do this, ask your designer to create responsive webpages, so you don’t lose out on traffic and have to pay to change it later.

6. Not Simple and Sweet

In Eight Tips for Small Business Homepage Design, Stephanie Buck says “your homepage should elicit a positive reaction from your visitors, not confuse them with flash and clutter.” If visiting your own website gives you a headache, it’s time for a change.

Simplify your message by saying what matters most and saying it as quickly as possible. The first words you’ll notice on the Fantana Farm and Kennel home page is the statement “Where Dogs Rule!” You promptly discover who’s in charge – the dogs – and they follow that simple message up with a short description, which says “…locally owned and operated dog kennel in Covington serving all of Metro Atlanta and neighboring communities.” You know what service the company provides and what they do in just a few seconds.

7. Disharmony in Design

In the same article Buck states “the most successful marketing reflects brand consistency.” Your website needs a consistent message and a consistent image, color, logo, etc., to match. At Fantana’s website you also see dogs and paws on every page. With a cohesive verbal and visual brand it’s impossible to miss the point.

Small businesses don’t need a big business budget to update their digital brand. Just pay attention to the signs and make a few simple and ongoing changes.

By Jamillah Warner (MsJ) 
Liberal arts educated, small business raised, MsJ’s a poet with a passion for your visual, verbal and written brand and the author GrittyWriter.com.