It’s surprisingly easy to live with a website that isn’t doing its job.
You get used to it. You know where everything is, you know what each page says and, because you rarely look at it through fresh eyes, you stop noticing the little frustrations that someone visiting for the first time might experience.
The trouble is, those first impressions matter. Your website is often the first proper interaction somebody has with your business, and while it’s impossible to know exactly how many opportunities you’ve missed, it’s worth asking whether your website is making it easier for people to choose you… or giving them reasons not to.
We once had a guy come see us about his brand etc and he wasn’t convinced that his website was that important because he got all his work through word of mouth and networking. When Sarah asked him how many referrals from happy clients or interested networking contacts he was failing to convert because his outdated and boring website was putting them off, well, let’s just say it was a penny drop moment!
If your website is dated, confusing or a bit neglected, the changes are it’s putting people off who you don’t know about because they never bought or never got in touch.
Another way it might be costing you is that it no longer reflects the business you’ve become. Most businesses don’t stand still. You take on different kinds of work, your services evolve, your product range shifts and you become more confident about who you want to work with and your experience grows. Yet it’s amazing how many websites are still talking about a business that existed five or ten years ago.
If someone met you today and they then looked at your website, would they feel like they were looking at the same business?
Another thing to think about is whether it’s immediately obvious what you do.
That sounds like a strange question, but you’d be surprised how often we come across websites that assume visitors already understand the business. They open with clever headlines or broad statements about quality and service, a smattering of jargon perhaps, but never really explain fully what the company actually does, how that helps or why someone should choose them.
When you’re close to your own business it’s easy to miss this. You know what you mean, so you naturally assume everyone else will too. Your visitors don’t have that advantage.
It’s also worth looking at your website on your phone. Not because everything has to be identical on every device, but because that’s how many people will first see your business, especially if they click through from social media or a link in an email.
So look on a phone – and a tablet if you have one. Is it easy to read? Can you find the contact details without hunting around? Does everything still feel polished and easy to use?
If the answer is no, there’s a good chance other people are having the same experience.
Then there’s the content itself. When was the last time you updated it? If your latest news story is from three years ago, your newest project is from 2021 or the people in your team photos have all left the business, visitors will notice.
They might not consciously think, “This website is out of date,” but they may start to wonder how proactive the business is. Small details like these have a bigger influence than most people realise.
The same goes for the quality of your work. One of the easiest ways to build confidence is to show real examples of what you’ve done or what you currently offer. Not just because they look impressive, but because they help people imagine working with you or buying from you.
A handful of thoughtful case studies or project pages will usually do far more than pages of marketing copy ever could.
Finally, ask yourself one simple question. If somebody landed on your website today knowing nothing about your business, would they understand who you are, what you do and how to get in touch within less than a minute?
If the answer is yes, you’re probably in good shape. If you’re hesitating, or finding yourself explaining all the things your website doesn’t quite manage to communicate, then it might be time to take a fresh look.
A good website shouldn’t just exist because every business is expected to have one.
It should make your business easier to understand, easier to trust and easier to contact. It should answer the questions people are already asking in their heads, quietly build confidence and help the right customers feel they’re in the right place.
When that happens, your website stops being an online brochure and starts becoming one of the hardest-working parts of your business.