How to Approach a Website Refresh This Spring

A website refresh is a critical aspect of maintaining a strong online presence and ensuring your website stays up-to-date and relevant to your target audience.

The process of refreshing your website involves updating and optimizing various elements of your website, including its design, content, and functionality.

In this blog, we will discuss why you should give your website a refresh this spring and why shoulder season is the perfect time to do so.

Why do I need a website refresh?

A website refresh is the process of updating and improving various elements of your website to ensure it remains relevant and up-to-date. This can involve anything from changing the design, updating content, improving navigation, and optimizing for search engines. A website refresh is simply adding a fresh coat of paint to what already exists. 

When you refresh your website, you are helping to ensure your website stays competitive and provides a positive user experience for your visitors. User experience is important because it tries to fulfill the user’s needs. It aims to provide positive experiences that keep a user loyal to the product or brand. Additionally, a meaningful user experience allows you to define customer journeys on your product that are most conducive to business success.

The frequency of a website refresh depends on various factors, including the size of your website, the rate of change in your industry, and the goals of your website. In general, it’s recommended to refresh your website every 2-3 years to keep up with changing technology and user expectations. However, it’s also important to review your website regularly and make smaller updates as needed.

8 Ways to refresh your website

When refreshing your website, there are several critical items you should consider. These include:

  • Updating your website design to ensure it’s visually appealing and user-friendly
  • Improving website navigation to make it easier for users to find what they’re looking for
  • Optimizing your website for search engines to improve your website’s visibility in search results
  • Updating content to ensure it’s relevant and up-to-date
  • Improving website functionality to ensure a smooth user experience

The Google Algorithm is always changing. The most recent Google algorithm changes aim to  better understand user’s search queries and deliver more relevant and helpful search engine results. Dubbed the “Helpful Content Update” Google’s goal was to ensure that users were delivered more original and helpful content written by actual humans, for humans.

With the use of ChatGPT and other AI software, Google wants to be sure all content delivered in their SERP follows the EAT acronym: Expertise, Authoritativeness, and Trustworthiness. Google’s search quality raters use the EAT acronym to determine the quality and effectiveness of search results. Quality raters are real people who determine how well Google’s search results meet users’ needs based on the Search Quality Rater Guidelines.

With this new update, now is the best time to give your website content the refresh it deserves, so you can serve your target audience the information they are looking for, ultimately driving a higher return for your business.

Blogging is another great way to consistently update your website content and tell Google to deliver your website in the SERP. By regularly updating your blog with fresh content, you can keep your website relevant and improve your search engine ranking. This can help you rank higher against your competition and attract more web traffic.

Website Refresh Steps

  1. Audit your current website content. 
  2. Re-evaluate your navigation and site hierarchy.
  3. Check for compliance (GDPR).
  4. Iterate your website for all devices and browsers.
  5. Review your analytics and make data-informed decisions.
  6. Conduct a competitive analysis.
  7. Review your User Experience and Conversion Rate Optimization.
  8. Check for brand consistency (fonts, colours, logos, etc).
  9. Keep up with application maintenance.

Shoulder season is the period of time when tourism slows and there is less online traffic. This is often due to people being busy with kids back to school and having less online time. This presents a great opportunity to refresh your website as there is less competition online and fewer distractions for your target audience.

If you’re considering a website refresh, now is the perfect time to do so. Book now and save on your website refresh, and reference this blog during your discovery session for special savings. A website refresh can help you rank against your competition and attract more web traffic. Our team of experts is here to help make the process seamless and stress-free!

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