Website health check and tune-up

Because the Internet continually changes, it’s important that a website is reviewed regularly to ensure that it remains both effective and relevant.

There are many reasons that a website loses momentum and becomes less effective over time, such as:

• when you are building it, you thought that you’d easily have time to keep the content up-to-date – but then your daily business continually gets in the way and priorities change.
• your business is changing, but your website isn’t changing with it – becoming out of date and promoting how you did business a year ago.
• your competitors are changing, and you need to change too.
• how search engines work has changed, or what your customers are searching for has altered, so your search engine results have slipped.

When the site was being built, you had access to the expertise of the website developer – but since then you’ve been managing it yourself. Every now and then it pays to get a website professional involved again, to ensure that your website continues to properly and fully support the needs of the business.

We help organisations to keep their websites effective and relevant, by:

• reviewing the current site in depth and comparing the status of the website to the company’s original aspirations.
• studying competitors’ and peers’ websites, and reviewing market trends, to establish if the website is still connecting with its audience in the most effective way.
• seeing if there are any growing trends – such as social networking – that should be incorporated into the company’s marketing approach and website.
• identifying any skills gaps within the client’s teams which should be addressed if the site is to be updated and managed in the most effective way.
• understanding changes in the client’s proposition and services that may suggest changes to the website and the marketing strategy.
• highlighting any ways in which the website could work harder to support the business.
• identifying areas where the website needs to adapt to respond to changes in the way that search engines work.
• ascertaining whether other aspects of the client’s marketing mix are contributing successfully to the website’s role within the business.

Regular reviews help to keep a website on track, and ensure that it meets the needs of the business – and, by addressing issues regularly and proactively, we help to avoid the unnecessary wholesale redevelopment that can be inevitable if a website becomes too far removed from the needs of the business.