Every day? Every month? Every five years?
What constitutes a “change”? Is it a simple blog post or a complete revamp?
Consider your website your most enthusiastic full time employee. (Thank goodness they aren’t or we’d have to pay mega-overtime.) Just like any other employee, you have to motivate it and evaluate its performance. After all we are a metric driven mathematical marketing community of business owners, not a creative one.
With your human capital, you may manage (motivate, evaluate and improve) them based on your leadership style. And thus the questions arises, should you treat your virtual capital (aka your website) the same way?
The short answer is yes.
While websites do not require daily attention, they do require year round improvement. Small design changes to optimize the user experience or persuasiveness of your key pages to an annual analysis of your copy, you should be constantly working to improve your website.
Our world is ever changing. If you build a website and do not make any changes after a year, you are not a dynamic brand and may find yourself at the mercy of your competition who has adapted to the changing tide.
The question we must ask ourselves is, “what is perfection?” Is it attainable? It’s much like a five star rating or an “excellent” on that employee evaluation. If you’re business is anything like ours, you know that there is always room for improvement. Continuing education is at the core of many key professions in our country after all!
So why is it that websites often sit under nurtured?