The Old Way:
- Website = static repository of anything and everything a company wanted to say about itself and its products or services
- Set it and forget it mentality
- Most updates = copy additions
- Website gets outdated, leading to a complete overhaul
The New Way:
- Modern websites = living, breathing part of your sales and marketing ecosystem
- Require regular love and attention to ensure optimal performance and relevancy
- Upside = significant changes and improvements to your website – without starting over
Tip #1: Continuous Improvements vs. Website Redesigns
Design with the Future in Mind
When you create a website with a future-proof design system and architecture, it will expand and grow with your business without falling apart every few years. By designing with the future in mind using a systematic approach, you are set up to win in the long term.
Build a Support Team
Once your site launches, you want to keep your design, development, and marketing teams in close contact. Your business is ever-changing. The way customers use your site evolves, as does how you stay relevant in a digital space. To get the most value out of your website and remain relevant, you need to continually nurture your site after it goes live. You can use your existing team(s), or look to a business like Good Work that specializes in post-launch aftercare and long-term partnerships.
Examples of Continuous Improvements
There are countless small updates that can be made through continuous improvements to your site. Some of the most common that we see (and recommend) include:
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Plugin updates
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Copy updates
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Landing pages for current initiatives
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Design updates based on usage
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Provide new value (e.g., blog, resources, newsletter sign-up)
At the end of the day, these updates should meet one of two goals. They should either make your site more relevant to the current state of your business, OR better support your marketing and sales efforts.
Don't miss out on tips #2 and #3. Read the full article on our blog.
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