We’ve Updated Our Website: Should You?

When you publish a printed piece–a brochure, a book, even a business card–it’s a completed work. Commit that ink to paper and your opportunities to edit and revise those documents come to a finite end.

The beauty of publishing digitally is that there’s always an opportunity to revisit your design and content to make adjustments. There’s danger in that, too, if you struggle with decisiveness. You could obsess over every tweet (deleting and rewriting); pull down that YouTube video three or four times to make miniscule edits; overhaul your website every few months because you’ve had a bright new idea.

Your website is your most important marketing tool and your primary branding mechanism, so we suggest being thoughtful about how frequently you redesign and relaunch. We just relaunched our site, so we have a few tips that will help you gauge whether it’s time.

1. The site’s design isn’t current, which makes my brand seem outdated.

Five years ago, single-page themes were all the rage. Most of your content lived on the home page, and your audience scrolled down to access each section of content. At the time it was a fresh approach, and it was fashionable for several years. Our former site was styled this way, and it was great while it lasted.

Sometimes when trends die, there’s good reason. For us, having a limited amount of space to describe our service offerings was a hindrance. Here’s what the Services section looked like before:

Orlando Blog Content

Now, we have a separate page to explain and promote each of our services. That’s helpful for our clients because the pages provide more detail, and it’s also good for SEO.

2. I’m using a bunch of plug-ins to enhance my site’s functionality, and my page-load time is too slow.

There are many reasons your pages might load slowly, and for us, one of those reasons was the various plug-ins we’d installed to enable specific functionalities. For example, we were using a lead-generation plug-in called Thrive to create landing pages. We liked Thrive. In fact, we loved it. Then we learned that Thrive offers WordPress themes with their lead generation options baked in. Moving to a new Thrive theme helped us eliminate plug-in bloat.

3. My business is changing, and I want my digital marketing to reflect that so customers take notice.

As your business evolves, your service offerings can shift, as can the kinds of products you sell. A change in your businesses can trigger a website redesign, or a refresh.

Our business name, Powers + Ristorcelli Content Agency, let our audience know our founders’ names and that we are in the content business. After a year-and-a-half, we recognized that we needed to connect the dots between content and marketing, so potential clients would understand that writing editorials and magazine articles isn’t our line of work: we’re marketing experts, and content is our tool. We also want people to know where we’re located: we’re very proud to live and work in The City Beautiful, and including a geo-modifier in our business name (Orlando) is an SEO benefit.

Now that we’re Orlando Content Marketing, our website refresh (new images, videos and copy) clearly convey our identity.

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If your site is outdated or dysfunctional, we can lead the way to a significantly improved website. We’ll partner with a developer (yours or ours) to transform your site into the powerful marketing machine it should be. Visit our homepage to learn about our content marketing services.

Sarah Kinbar

Sarah Ristorcelli is Co-founder of Orlando Content Marketing. She is a writer and editor with 20 years of experience in publishing and communications.