As a small service area business owner, your website is your digital storefront, and it’s crucial to keep it in top shape to attract and retain customers. In this blog post, we’ll explore seven essential areas to focus on when budgeting for your website’s future, ensuring that your online presence remains a powerful tool for growing your business.
7 Key Areas to Focus on When Budgeting for Your Website’s Future
From design updates to search engine optimization, there are several critical aspects to consider when planning for your website’s future. By allocating resources to these five key areas, you can ensure that your site remains user-friendly, visually appealing, and optimized for success:
1. Design Updates
Listen up, small service area business owners! Regarding your website, design updates are not the same as content updates. Sure, you'll want to keep your blog posts, calendar events, and testimonials fresh and relevant, but you'll need to give your site a complete facelift every now and then. And no, we're not talking about slapping on a new coat of paint and calling it a day.
Design updates mean overhauling the entire look and usability of your site. It's like giving your website a makeover – one that will make it more attractive, user-friendly, and irresistible to potential customers. So, how do you know when it's time for a design update? Well, if your site looks like it was built in the Stone Age, that's a pretty good indicator.
But seriously, ask yourself these questions:
- Does your site use outdated technologies or design elements that are no longer supported by modern browsers? If so, it's time to bring your site up to current web standards.
- Is your site's text easy to read, with a clear hierarchy and appropriate font sizes? Accessibility is key, and ensuring your content is readable by everyone is crucial.
- Does your site's design align with your current branding and target audience? As your business evolves, your website should reflect those changes and appeal to your ideal customers.
- Is your site's design aligned with current web design trends, such as minimalism, bold colors, and immersive scrolling experiences? While you don't need to follow every trend, keeping your site fresh and modern can help you stand out.
2. The Impact of Mobile-First Indexing on Search Rankings
In today’s mobile-dominated digital landscape, having a mobile-friendly website is no longer optional – it’s a necessity. With most local search queries now submitted using mobile devices or tablets, small service area businesses must prioritize mobile-friendliness and responsive design to remain competitive in search rankings.
Google introduced mobile-first indexing, which means that the search engine primarily uses the mobile version of a website’s content for indexing and ranking. This shift has significant implications for businesses that have not optimized their websites for mobile users. Poor mobile experiences can lead to lower search rankings, reduced visibility, and fewer potential customers finding your business online.
Consider these compelling statistics:
- 57% of local search queries are submitted using a mobile device or tablet. (ReviewTrackers)
- Mobile results have an 85% more click-through rate than desktop results. (On The Map Marketing)
- 60% of smartphone users contact local businesses directly using search results (e.g., the “click to call” option). (On The Map Marketing)
To capitalize on these trends and ensure your website ranks well in mobile search results, focus on the following:
- Implement a responsive design that adapts seamlessly to various screen sizes and devices.
- Optimize your website’s loading speed for mobile users. Slow load times can lead to high bounce rates and lower rankings.
- Ensure your content is easily readable and navigable on smaller screens, with clear calls-to-action and touch-friendly elements.
- Leverage mobile-specific features like click-to-call buttons and mobile maps to provide a seamless user experience.
By prioritizing mobile-friendliness and responsive design, small service area businesses can improve their search rankings, attract more local customers, and stay ahead of the competition in an increasingly mobile-driven market.
3. Usability Updates
Now, let’s talk about usability. And no, we don’t mean how easy it is for you to find your favorite snacks in the breakroom. Usability refers to how easily visitors can navigate and consume content on your website. It’s about making sure your site meets basic color contrast and accessibility guidelines, is user-friendly and intuitive, and doesn’t make people want to throw their devices across the room in frustration.
But usability also includes “hidden” elements, like page load times and mobile-friendliness. Because let’s face it, in today’s fast-paced world, nobody has time to wait for a website to load. If your site takes longer to appear than it does for you to fix a leaky faucet, you’ve got a problem.
The good news is that developers constantly minimize the files needed to display websites. So, your site might benefit from a little data dieting to help it run more quickly and efficiently. Think of it as putting your website on a low-carb, high-protein plan – minus the kale smoothies.
4. Browser Incompatibilities
Ah, browser incompatibilities – the bane of every web developer’s existence. Just when you think your website looks perfect, a new browser update throws everything out of whack. It’s like playing whack-a-mole but with coding issues instead of cute, furry critters.
Browsers like Edge, Chrome, Safari, and Firefox are constantly being updated, and sometimes these updates can cause trouble when viewing your website. Usually, the styles used to display content get all wonky. And while newer browsers tend to cause fewer issues than older versions, it’s still a headache you don’t need.
So, what’s a small service area business owner to do? First, take a deep breath. Then, make sure you’ve got a web developer on speed dial. When a new browser is released and users start having trouble viewing your site, you’ll need your developer to work their magic and tweak the style sheet accordingly. It’s like having a plumbing problem – you could try to fix it yourself, but it’s probably better to leave it to the professionals.
5. Content Reviews
Okay, you’ve been diligently posting content to your website for a year or two. Pat yourself on the back – that’s no small feat! But before you get too comfortable, it’s time for a content review. And no, we don’t mean reading through your blog posts with a glass of wine (although that sounds tempting).
A content review involves auditing your site for broken links and usability issues. Is your content easy to find, or do visitors need a map and a compass to navigate your site? Do you need to remap your navigation to make it more intuitive? Should you curate or archive some of your older content to clean up your site’s appearance?
These are all great questions to ask yourself and then discuss with your web developer. They can help you identify areas for improvement and implement changes that will make your site more user-friendly and engaging. And who knows, you might even rediscover some hidden gems in your content archive that you can repurpose and share with your audience.
6. The Benefits of Evergreen Content and Identifying Content for Improvement
Regularly updating and refreshing your website’s content is crucial for maintaining its relevance and value to both users and search engines. One essential aspect of a successful content strategy is creating evergreen content – timeless, valuable information that remains relevant and useful for an extended period.
Evergreen content offers several benefits:
- It continues to drive traffic and generate leads long after its initial publication date.
- It establishes your business as an authoritative and reliable source of information in your industry.
- It can be repurposed and shared across multiple channels, maximizing its reach and impact.
To identify content that needs improvement or updating, consider the following:
- Review your website analytics to identify pages with high bounce rates, low time on page, or declining traffic. These may indicate content that is no longer relevant or engaging.
- Conduct a content audit to assess the quality, accuracy, and relevance of your existing content. Update or remove outdated information, broken links, or poorly performing pages.
- Monitor industry trends and customer feedback to identify new topics or questions that your content should address. Regularly updating your content ensures it remains aligned with your audience’s evolving needs and interests.
By prioritizing evergreen content and continuously improving your website’s content, you can attract and retain a loyal audience, boost your search engine rankings, and establish your small service area business as a trusted resource in your industry.
7. Search Engine Optimization (SEO)
Last but certainly not least, let’s talk about search engine optimization (SEO). SEO is the secret sauce that helps your website rank higher in search engine results pages (SERPs). And trust us, you want to be at the top of those listings – because, let’s face it, nobody looks past the first page of Google results.
To get a handle on how your site is performing in search results, log into your tracking program (like Google Analytics) and review the data. Are you showing up on the first page for relevant keywords? Are visitors finding your site through organic search, or are they mostly coming from other sources?
Once you’ve gathered this information, sit down with your web developer and discuss your findings. They can help you identify opportunities to optimize your site for search engines, whether that’s through targeted keyword usage, meta descriptions, or other technical tweaks. The goal is to make it as easy as possible for potential customers to find you online – because if they can’t find you, they can’t hire you.
Trust us; investing in SEO can pay off big time. Even a small boost in your search rankings can lead to increased traffic, more leads, and, ultimately, more revenue for your business. So don’t be afraid to allocate some of your budget towards SEO – it’s like putting money in a high-yield savings account for your website.
Addressing Common Objections to Investing in Website Maintenance
Many small service area business owners may have concerns or objections about investing in website maintenance. However, addressing these concerns and providing counterarguments can help demonstrate the value and importance of ongoing website upkeep.
Objection 1: “I don’t have the budget for regular website maintenance.”
Counterargument: While website maintenance does require an investment, it should be viewed as a long-term cost-saving measure. Regularly updating and optimizing your website can avoid costly redesigns or overhauls down the line. Additionally, a well-maintained website can generate more leads and revenue, ultimately offsetting the cost of maintenance.
Objection 2: “My website is fine as it is; I don’t see the need for constant updates.”
Counterargument: The digital landscape is constantly evolving, and what worked for your website a year ago may not be effective today. Regular maintenance ensures your website remains compatible with the latest devices, browsers, and search engine algorithms. Moreover, updating your content keeps your website fresh and relevant to your target audience, encouraging repeat visits and engagement.
Objection 3: “I don’t have the time or expertise to handle website maintenance.”
Counterargument: Partnering with a reliable web development and digital marketing agency can take the burden of website maintenance off your shoulders. By entrusting your website to experts who stay up-to-date with the latest best practices and trends, you can focus on running your business while ensuring your online presence remains competitive and effective.
Investing in website maintenance is not an optional expense but a necessary strategy for long-term success in today’s digital age. By addressing common objections and highlighting the benefits of ongoing website upkeep, small service area businesses can make informed decisions that drive growth and profitability.
TL;DR;
To keep your small service area business’s website in top shape, focus on budgeting for design updates, usability improvements, browser compatibility, content reviews, and search engine optimization. Investing in these five key areas can attract more customers and grow your business.
Conclusion
In today’s digital age, your website is crucial to the success of your small service area business. By prioritizing and budgeting for design updates, usability improvements, browser compatibility, content reviews, and search engine optimization, you can ensure that your online presence remains a powerful tool for attracting new customers and growing your business.
Remember, maintaining a website is an ongoing process that requires regular attention and investment. But by staying proactive and allocating resources to these key areas, you can stay ahead of the digital curve and position your business for long-term success.
Do you need help navigating the complex world of website maintenance and optimization? Cube Creative Design's team of experienced web developers and digital marketers is here to help. Contact me today to schedule a FREE consultation and learn how we can help you take your online presence to the next level.
