Think about the technological advances you’ve experienced in the last three years.
Most likely, your phone, your television, and your computer are much more
technologically advanced than they were 36 months ago. That’s because technology
growth is occurring at lightning speed. You might find it hard to keep up with these
advancements in your business and you wonder what the affects will be on your
With the fast rate of change and technological advancement, there are two areas that
can be greatly affected, your website and your marketing strategy. To keep up with
the quick-moving global economy we recommend a new or updated website and
marketing strategy every 18 months. This may sound excessive, but there are some
very good reasons to take this advice.
Evaluate Your Marketing Strategy
The fight to capture the attention of potential clients is an ongoing struggle. There are
new platforms, new technology and new ways to reach them popping up every day. In
addition to these challenges, there are so many businesses vying for the attention of
the customer that you need to make sure you stand out from the pack. A marketing
strategy should be created every 12-18 months and revisited and revised as often.
Marketing activities that were working a year ago may not be effective any longer and
you need to have a finger on the pulse of your ideal client so that you are able to pivot
your marketing strategy to meet them where they are at.
Update Or Rebuild Your Website Every 18 Months
A good rule of thumb is that a site needs to either be redesigned or refreshed every 18-
30 months. Usually, businesses start thinking about a redesign to solve a problem or
meet a need. Some typical reasons that kick these projects off are:
- Fix A Problem: for some businesses, an obvious problem like a decline in business or
a drop in visibility in search results will trigger the desire for a new site. For others, it may be
a more pressing issue like a site hack or a competing site stealing content.
- Update the Look: Your site is often the first impression of your business. Is your site
telling people your business is modern and engaged? Or is it outdated and behind the
- Is Not Working Well: If your site doesn’t perform well, that’s another sure sign that it’s
time to invest in a new site. This can be subjective, but a good example is if the user experience
is complicated and turns clients away. That is a site that is not working well and
could use some attention.
- Time for a Change: Sometimes it is just time for a change. You have a perfectly nice
site but it just does not reflect the image you want the company to portray. This is a
perfectly fine reason for a redesign or a refresh.
When planning a site redesign the most important thing is keeping your site and your
marketing strategy focused on user experience. You’ll want to examine your analytics
and look at how visitors to your site are responding. An updated or redesigned site
provided it’s done well and maintains URLS for organic SEO growth will allow for
ever-improving engagement on your consumer’s part, and that’s what we’re all looking
to do with successful digital marketing.
Remember that as technology accelerates, consumers are typically looking for the
newest and freshest of everything they come across, and a clean, modern site with a
consumer-focused marketing strategy that regularly adjusts based on solid research
and evaluation is a guaranteed way to grow with the technology.
Danielle has over 27+ years in Marketing, IT, and Network design, development, and workforce leadership training. She is the owner of Gray Lux, Inc. She understands the real needs every small businesses has in creating value online and in-person with their clients.
She is dedicated to creating successes for her team and her clients.
Danielle has helped hundreds of small businesses maximize extra revenue streams, and has created a process for extracting an ROI from an ROE in training and development which is currently being used in over 100+ corporations.
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