There’s a lot of guidance out there on how often you should be updating your website.
Through my searching I’ve found articles listing that you should be updating your website three times a week, three times a month, once a week, once a month, daily...there’s a lot of advice floating around, and it can be hard to know who to trust.
And truthfully, there is no perfect, singular answer out there. Because it depends. It depends on your goals. It depends on what you want to accomplish with your website. It depends on how often you’re making changes, announcing news, and making updates in your business.
So with so much advice floating around, how can you know when your business is personally ready for a major website shift?
Here are three signs you’re ready for an overhaul:
You’re making major changes to your product suite.
Whether you sell products or services, you’re going to have your website organized in a particular way to sell those products or services.
You’re going to be highlighting some products, discounting others, and linking distinct products together through your messaging to create a clear customer journey (ex. “Love this course? Check out this other one next!”).
So when you’re making changes to your product suite — whether that’s adding in something new, taking out something old, or discounting something, you’re going to want to make sure your site is updated to reflect that!
It’s easy to add a new sales page. But make sure to also look at…
What you’re featuring on your homepage
Links on other pages that may be related
Tripwires or upsell pages
Prices and descriptions listed on your products
Your messaging around other products
And most importantly, how your customer journey is shifting and how you can make sure that change is reflected in your site.
If you’re adding a new product, it’s going to change the dynamic of your product suite. It may even cause you to shift your messaging slightly. Make sure your site reflects that!
You’re going through a rebrand
This one may seem obvious — but I’ve seen plenty of instances where a business updates their visual branding on their social media, but doesn’t update their website until months later.
Putting up a united front as a brand is incredibly important in building trust, so when you update your branding in one spot, update it everywhere.
That unification of your brand builds trust, credibility, and a feeling of safety when your customers buy from you. It helps them know that they’re buying from a brand that has their shit together!
So if you’re rebranding, rebrand your website, too.
You’re pivoting your messaging
If you shift your messaging, shift it on your website, too. That means on your sales pages, your about page, your home page — everywhere.
The last thing you want to do is confuse your customers with mismatched or unclear messaging, so if you update your messaging in any capacity, make sure those updates are happening on your website as well.
Just like with your visual branding, it’s important to make sure that your brand message is unified, clear, and tells customers exactly who you are and what you’re about, without confusing them.
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