A few nights ago, I found myself doing something that, quite honestly, I should have done a long time ago: giving my website a proper spring clean.
And when I say proper, I mean proper. I spent hours going through every page, checking links, updating contact details, refreshing social media links and generally making sure everything was working as it should. There were a lot of changes and updates. In fact, there were so many that my web guy is usually lightning-fast, but I still haven’t heard back from him to say it’s all done. Either he’s very busy or he’s seen the size of the list and decided to leave the country!
The really shocking part? I realised I hadn’t done a thorough review of my website in over two years.
As I worked my way through page after page, I couldn’t help but smile at the irony. One of the first things I tell my clients is the importance of keeping their digital platforms up to date. Whether it’s a website, LinkedIn profile, Facebook page or Instagram account, I’m always talking about the importance of reviewing them regularly and making sure everything is current.
Yet somehow, despite preaching this advice to others, I had completely neglected my own website.
I could roll off a thousand reasons why I didn’t. Like most business owners, I wear multiple hats and juggle countless responsibilities. There are clients to support, projects to deliver, meetings to attend and approximately one million other things competing for my attention every day, but honestly also bores the pants off me!
I do keep an eye on my social media platforms but know where as often as I should. I get far to engrossed in looking at everyone’s else’s My website? That has become a bit like my shed at the bottom of the garden. You know it’s there, you know it needs attention, but somehow it gets pushed further and further down the priority list until one day you open the door and wonder how on earth it got into that state.
The reality is that our websites and social media platforms are often the very first interaction potential clients and customers have with our businesses. They’re our digital ambassadors, working around the clock, representing us while we’re busy doing everything else. They’re the online equivalent of a shop window, and first impressions really do count.
In fact, as a customer myself, one of the first things I do when looking at a business is check out their website and social media. Before I’ve picked up the phone or sent an email, I’ve already formed an impression based on what I see online.
Many business owners, like me, often say we’re too busy to keep everything updated. Yet it’s not uncommon for people to contact me saying things have gone quiet and asking if I can help with their social media.
The truth is that social media doesn’t work by magic. If only it did! We’d all post one photo, sit back with a coffee and watch the enquiries roll in.
Unfortunately, it doesn’t work like that.
Social media needs consistency, fresh content, engagement and attention. It needs signs of life. You can’t post once every few months, disappear into the wilderness and expect customers to come flocking to your door.
The same applies to websites. If your online presence looks neglected, potential customers may assume your business is too. That’s not always fair, but it’s human nature. People are researching businesses long before they make contact. They’re checking websites, scrolling social media feeds, reading reviews and deciding whether you’re the right fit for them.
Imagine walking into a beautifully decorated shop only to discover the opening times are wrong, the phone number doesn’t work and half the products in the display aren’t available anymore. I would walk straight back out again.
That’s exactly what can happen online.
An outdated website can unintentionally send all the wrong signals. Broken links, old contact details, expired information and neglected content can make a thriving business look inactive.
My website audit was a timely reminder that maintaining our online presence isn’t a one-off task. It doesn’t have to take hours every week, but setting aside regular time to review and update things can make a huge difference.
I’ve been reminded that I need to raise my own game and practise what I preach. If I’m encouraging clients to keep their digital platforms current, then I need to make sure I’m doing exactly the same.
We all have a million and one things to do. There will always be another email to answer, proposal to write, meeting to attend or deadline to meet. But our websites and social media platforms are often working for us when we’re not. They’re representing our businesses while we’re asleep, on holiday, sitting in meetings or busy serving clients.
My challenge to you: when was the last time you checked your website? Tested your contact form? Updated your contact details? Clicked on every link to make sure it still works?
If you can’t remember, perhaps it’s time to schedule a little digital spring clean of your own.
I may be slightly tired this week after my late-night website audit, but my website is healthier, my links all work, and I’ve been reminded of a lesson I regularly share with clients: your online presence is often working long before you are.
Mike Jack is the Director of The One Consultancy