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Why is Website Maintenance Important & How to Achieve It

Congratulations! You build a well-structured website with an excellent design for your business. What Next, you’ll sit back & leave the website just like that? The irony is, many entrepreneurs do the same once the website is live. It might cost you dollars, ruin your brand reputation, and lose traffic. Therefore, even after a launch, regular website maintenance must ensure site security, increase new visitors, and repeat customers. 

Your website is an investment that needs quality care and attention. It is considered the salesperson of your business showcasing the brand’s features. Obsolete, unoptimised, & unresponsive websites often push away potential visitors. Without enough attention, a website can lose its look before you realise it. Thus, creating a wrong impression on customers. 

Google studies show that it takes a consumer only up to 50 milliseconds to decide on your website. 

That’s why your team needs to keep a thorough check to ensure the website is up-to-date in terms of functionality & aesthetics. It’s essential to give your website continuous monitoring, updating, & optimising to perform at its best.

Why is Regular Website Maintenance Important?

Regular website maintenance

As websites are nowadays a dire need of every online business, many businesses create engaging websites but fail to maintain their spark. Here are the listed reasons why regular maintenance is required to maintain the reputation of your website and the sales. 

Raise SEO Ranking

Every marketer knows how much the search engine algorithms adore unique & new content to boost SEO ranking. As a website owner, you must regularly keep refreshing your website content to improve search engine ranking and get more traffic. 

By keeping up with your site, you will further develop SEO rankings, drive online traffic, and increase conversion rate. Here are the vital parts of your SEO strategy that you’ll focus on while maintenance: 

  • Targeted keywords used on your website related to your niche in the industry.
  • Consistently modernising your content with the latest information.
  • Ensure faster page loading, social media engagement, link building, and mobile responsiveness.
  • Installing Google analytic tool to monitor your traffic & user behaviour. 

Say No to hackers with Strong Security

Suppose your website is well-structured & designed, but you missed regular security checks. Then, what will happen? You might be back to basic. As maximum people depend on online shopping, the issue of security becomes a serious concern. Hackers are the dodgy people who know the tricks of stealing your valuable data (both business & customer data). 

Therefore, keeping your website updated with security checks will help you gather all your business & customer data safely in one place. Performing security updates will profit both- SEO and the target audience resulting in a secure, trustworthy website.

For example, WordPress is a high-performing CMS platform & is the top target of every hacker, malicious code distributor, & data-stealing thief. That’s why the website maintenance team is highly active in studying codes for security bugs, creating updates to fix bugs/issues.

Improves User Experience

Users don’t like visiting a website with missing pages, irrelevant information, immense loading speed, broken links. Also, lack of maintenance might display your theme and template files erroneously. All these loopholes lead to either less or no conversion resulting in a bad user experience. 

The research shows that 47% of consumers expect websites to load in two seconds or less. And, 40% will leave a page that takes three or more seconds. 

With the help of regular maintenance of a website, 

  • You constantly improve all the loopholes mentioned above, eliminate or fix errors, and make updates. 
  • Your maintenance team is acquainted with the latest digital marketing trends & tools.
  • Ensure that every link and contact form (including phone number, address, pricing list) works effectively. 
  • It results in improving the user experience of your website (both online & offline) & encourages user engagement. 

Brand Awareness and Trust

A site that isn’t well maintained may cause users to lose trust, thus influencing brand awareness. The website may seem unimportant compared to the development of any other project or completing any other task. But, if done right, it can create a huge difference when the user is deciding whether to purchase from you or a competitor.

By having good routine website maintenance, 

  • You are giving your visitors/customers/clients a motivation to make a move in achieving business objectives. 
  • You can boost natural traffic by including a blog for your digital marketing and customer engagement strategy.  
  • Create fresh content for every blog post, keeping your website relevant, updated, and scheduling the posts weekly or monthly. It further lets your customers know that you care about them and value their presence. 
  • All this helps in creating brand awareness & customer loyalty-building trust among them. After all, happy customers means they will happily come back for more resulting in more leads. 

Backup Files

Generally, half of the companies around the world say they have experienced a cyber attack in the last few years. Only 40% of businesses say they’re all set to handle cyber attacks. 

No website owner wants their site to get attacked by malware or hackers, as losing your website data is problematic. Therefore, you need to back up the important files containing all sorts of content. You can do it monthly if your website is information-based. But if it has more dynamic elements, you need a backup more frequently, like daily or weekly.

By having or following a regular website maintenance schedule, 

  • It permits you to have a reliable backup if your system crashes or something happens to the source program of your website.
  • It’s easy to have a backup of everything to look back on the data whenever you are stuck somewhere or want to develop the same thing for different projects rather than building everything from scratch. 
  • You can refresh your web design, on-page content and review the meta title or meta descriptions. 
  • Your expert website maintenance team normally backs up two website elements: the source code (HTML, PHP, Javascript, CSS codes and other Plugins) after every update and the website’s content  (like images, text, videos or audio files). It plays an important part to prevent the loss of plugins, files, or content.

Since we have talked about why it is important to maintain your business site, let’s check out further how to keep up with the maintenance.

How to Perform the Website Maintenance Task?

Website maintenance task

When it comes to ongoing maintenance & support of your website, deep understanding is a must. A maintenance schedule is a great way to save your bucks from future trouble. Regular improvements to your website help avoid task build-up. Therefore, to make it easier, here are the five ways to maintain your website;

Keep Updating the Website for Fresh Feel

Ensure your website depicts all the significant components to make an incredible impression among first-time visitors. Websites must be refreshed/updated on time to give customers a great feel, and they feel like revisiting. Websites must get updated routinely to give visitors motivation to return. Remember, a better customer journey leads to successful businesses. A dead website will push away potential customers to click on your website. 

While updating the website, here are a couple of things that you need to consider: 

  • Publish new content, optimise images or videos to rank on SERPs, and attract more visitors. Also, keep a track record on the publishing date to update the content & maintain its freshness. 
  • Use various style options in the design, known as design tweaks, to stay updated with web design trends & create engaging content to drive traffic.
  • Also, to make your website look good and perform well, regular maintenance is essential. You must stay upgraded with the latest trends like responsive or mobile-first design, navigation menus, & colour transformation. Perform A/B tests to determine the website performance and execute feedback from visitors to keep up the fresh and engaging design. 

Run A Content Audit

As you’ve spent a whole year creating & publishing content, some pieces worked well & the rest failed. To consistently deliver high-performing content, you must review the content (already posted & will be posting) & track the content metrics. It will result in improved content marketing campaigns. 

To be sure your content is performing well, here are the things that you need to check: 

  • Organise your content and use project management tools to ideate, organise, & track the process if working as a team.
  • Tailor your content as per customer needs and preferences to make them feel connected. Ensure that the content’s tone gives the right impression to the audience. 
  • Dig deeper to get the solution on why users are leaving your web page. Monitor the content metrics like- page view, content relevant to the title, page loading time, CTA, bounce rate, & so on.  

Keep Testing  Time & Again

Your website plays a critical role in delivering a smooth digital interaction to customers. But, to continue this for a more extended period is quite a daunting task. Therefore, to stay on top of behavioural trends & website usability, you must perform website tests for proper functioning. 

Here are the things that you need to consider: 

  • Look at how your plugins interact with the website and make sure that all functions work as expected. 
  • Ensure you test the website on mobile to ensure its smooth functioning for a great mobile user experience.
  • Review & test overall things keeping user experience in mind like loading time, dead/broken links, missing pages, meta descriptions and title tags, optimise content formatting & errors. 
  • Test your website contact form and checkout process every quarter to track whether the call to action works appropriately. 

Optimise Your SEO

A ship without a rudder is just like a website without SEO optimization. Your website is useless if it’s not visible on search engines. And, how is it possible? When your SEO is done right. When it comes to ranking your website & gaining more traffic, SEO is an absolute necessity. 

Here are a few SEO factors that you must need to take care of to get an accurate overview of your site’s performance (increase site visibility + traffic). 

  • Making good quality content with focused/relevant keywords and internal/external linking. Also, taking good care of on-page SEO like alt text on images or meta description will help boost your SERP results.  
  • Focus on quality keywords that your business can or is ranking for. Make sure you add long-tail keywords to the list to focus on search intent. 
  • You can find tools like SEMrush, AHREFs or Google Analytics to help you optimise your content by offering checklists of tasks to verify. You can measure the KPIs (key performance indicators), search engine ratings and the overall website analytics weekly or monthly.

Integrating Social Media

Sometimes, developing an effective website isn’t enough. You need to go beyond your boundaries to get something unique and for longer. You need to contact people to make sales. Including social media in your website can improve the user experience. It makes your site seriously intriguing and intuitive. Keeping visitors on your site longer results in a positive brand experience.

Here’s how integrating social media into your website can help;

  • It makes your site look more intuitive by keeping them on your site longer and giving a positive brand experience. Resulting in enhancing the experience of your website visitors. 
  • One-click on a social icon can encourage conversation with all your prospective customers. It further redirects visitors to your more personalised profiles where they can like, comment, share, post reviews about your business and start a conversation.
  • Grows your social following by adding a ‘Follow Us’ call to action linked to your various social profiles to encourage visitors.

Final Thoughts

A website is considered an essential marketing tool an online business can have. But, nobody loves outdated and unresponsive websites. Having a robust mobile presence, good SEO strategy, quick loading time, data insights, better calls to action, and organised plugins are the features that make the website look good. And, this is what every business owner looks for. But, this is achievable only if you pay great attention to its maintenance. There are very few companies who achieve success in launching & maintaining great websites for a long. But, maximum might fail.

Regular website maintenance is a must to level up your website on SERPs & stay ahead of the curve. All you need is to invest some time in tracking every activity and measuring the website performance. By reading this blog, you will acknowledge the why and how of website maintenance to keep up your sales and ROI.

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