When was the last time you updated your website? If you’ve been neglecting your website, you could be turning off customers and harming your business. A whopping 75% of consumers say that they judge a business’s credibility based on the look of their website.
If you have an outdated design that looks like it belongs in 1995, an abandoned blog, or out-of-date information on your site, you could be ruining your credibility. Why do customers care so much about your website, though? Here are a few reasons why an outdated website can ruin your business’s credibility.
It Makes You Look Out of Touch
Customers don’t want to deal with a business that seems out of touch. Business practices have changed a lot over the years, and you haven’t updated your website, customers may wonder what else you haven’t updated.
This can be as simple as just not being perceived as cool and hip. Some website features like bright contrasting colours or background features have been out of fashion for a long time. In this way, having an outdated website is the equivalent of showing up to work in the bellbottoms and disco shirts you wore in the 1970s.
On the other hand, customers could have serious concerns that you’re out of touch in ways other than your style. For example, they may wonder if your business is following modern security practices, or if your security standards are also stuck in the 1990s with your website. A new, updated website reassures your customers that you’re staying up to date with new business standards.
It Provides a Poor Customer Experience
Customers come to your website to get their questions answered. They want to get the answers they need without having to call your business and talk to a salesperson. If your website is uptodate, they can easily get the information they need. If you have an outdated website, the opposite is true, and you’re not providing a good customer experience.
Some websites still list old phone numbers, old addresses, and old information for discontinued products. Customers who come across these websites will get frustrated because they want current information about your business. Why would they struggle to find information on your website when they could visit a competitor’s well-designed site instead?
Outdated websites also don’t take into account the new ways customers buy. While smartphones may not have existed when you designed your website, 56% of consumer web traffic now comes from mobile devices. If your website doesn’t display well on small screens, customers will become annoyed. They may think you don’t care about getting their business. When you update your website, make sure that it’s mobileoptimized to better serve your customers.
It Looks Like You Don’t Care
When customers see your outdated website, they may think you don’t care about your business anymore. When they see that your web design hasn’t been updated in years or that your blog has been abandoned, they may think that you’re giving up on your business. Worse, they may even assume that you’ve already closed.
Your website is the online face of your business and it needs to be maintained just like you maintain your storefront. If you went to a business and saw that they had broken windows and a leaky roof, you’d assume that they didn’t care very much–people have the same impression when they see outdated websites.
Giving customers the impression that you don’t care about your business can destroy your credibility. Customers want to deal with business owners who are dedicated to their businesses and to providing good customer service. These days customers have a lot of options and it’s easy for them to turn to a competitor. An updated website can help you avoid that.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.