5 Reasons Your Website Needs an Anti-Aging Makeover

Old-fashioned design and logo: In the past, a basic design and standard colors might pass, especially for B2B sites. But web design has evolved, just like cars, home decor and fashion have changed. Imagine the impression youd make wearing an old fashioned suit to your next trade show. You make a similar impression with a dated website.  Your web design should project a professional, up-to-date image and be easy to navigate. Its the face of your company. Spend a little time and money to make sure it reflects the high quality of your products.

Boring web copy: Hows this for riveting web copy? We specialize in research and development, custom formulations and state of the art manufacturing. For more than 25 years, (Company X) has been a leading manufacturer with extensive product lines of top quality health care products." Can you figure out which company wrote this? No one can, because its boring boilerplate copy, which means it says nothing about the company. Its the equivalent of a conversation where someone asks, How are you" and the other person answers, Fine, how are you?" Your website has to explain what makes you unique. It has to give a flavor of who you are, how your company came to be and why customers should buy from you instead of the competition

Confused about About" page: Many companies confuse the "Home" page with the "About" page, and put information about themselves on the home page. I call this a we we" website, because it says, We do this, we provide that." This information belongs on the About page. The Home page should be about your customers, and their needs and concerns. It has to show you know who your customers are, and that you understand their immediate concerns. Otherwise, why should they waste time on your site?

Nothing engages the readers. Most companies upload some descriptions of products or processes, add a few paragraphs about the company, and call it a day. Your website can do so much for you. Its like a 24/7 sales person. The key is to make it engaging, so people actually stay and read, watch and interact. You can convey your information with a story, a case study, or with video, which has so much more impact. The stakes are much higher now, and if you dont involve your readers, they will leavepossibly never to return.

Call to Action: Every website needs a clear Call to Action, but many neglect this crucial step in getting customers. What do you want visitors to do next: Contact you for an estimate? Sign up for your newsletter? Download your report? Add products to a shopping cart? Shop at their nearest retailer? Dont leave visitors hanging or they will leave your site without ever buying. Give them clear next steps to follow.