A website refresh doesn’t need to be a major overhaul of your website. It can be minor tweaks that help to clarify and strengthen your message, shift the focus between your offerings, provide certain customers with special incentives for a specific time period, or create a new space to engage with your audience. Whatever the reason, it must be specific and measurable.
Here are three quick and easy steps to begin:
1) Look at your website with fresh eyes. As the owner of a small business, you probably are the person working constantly on your site or, at least, working closely with a web developer to make regular updates. So how do you get a new perspective on your site? Ask a number of business contacts who you can trust to provide honest feedback. Ask potential customers; it would be a great way to introduce your product without the actual sell.
2) Inspect your competition’s website with an open mind. Yes, we all have the tendency to think of our competition as anything other than something we can learn from. Consider this to be a healthy exercise that could actually infuse new ideas for your business, not by mimicking the competition but rather by thinking critically about their strengths and weaknesses in the way they communicate.
3) Create a step-&-test plan. After you’ve listed all the things you want to change, space them out with enough time in between to gather metrics resulting from each change you’ve made. This makes it easier for you to attribute the data to that specific change. And be open to tweaking your plan as well.
A website is and should always be a work in progress. It works only if it’s in sync with your company. As your company changes, so must your website. How often depends on what would be best to help your customers understand the change and how it will create better opportunities for them to engage with your brand.