April 17, 2019 |
By Kara Jensen
As you contemplate spring cleaning your house, office, or closet, I’m sure that your B2B website is also top of mind. What? You mean it’s not? Well, if it’s not high on your list for a good scrubbing, it’s time to put your website on your to-do list.
Why Spring Clean Your Website?
A professional B2B website design is not a set-it-and-forget-it tool for your company or brand. Rather, it’s a living, breathing resource center to educate prospects and clients. It’s important that you continually check, clean up, and clean out your website for it to remain current, fresh, and informative.
Another great reason to freshen up your website? It’s good for SEO. Search engines like to see content that is continually updated and revised. Why? Because it’s more likely to be current and up-to-date.
If your website is starting to look as lackluster as that sweater you’ve been hanging on to since 2005, it’s time for a good scrub.
Toss Out the Old and Outdated
The best place to start when spring cleaning your B2B website design is by taking down or removing old, bad, or irrelevant content. This includes website pages, blog posts, images, videos, contact information, former employee bios, services your company no longer offers, etc.
If you are removing pages or outdated posts, make sure to include redirects to a new or more current page. That last thing you want is a bunch of 404 errors popping up after you clean up your website.
Revive Sections You’ve Ignored
Once you’ve cleaned out all the old muck and dusty website pages, take a look at sections that have potential or had potential but got pushed aside. Do you have a blog with great content but haven’t posted anything new in the past 4 – 6 months? Do you have new team members or energized employees that want to write blogs or take photos to share on social media?
Take a look at commonly visited sections on a B2B website like your About page, Blog, or social media pages. While these sections may not look outdated, there are likely new team members to add to the About page, or new events your company has participated in, or new thought leadership ideas you can blog about. You don’t need to revive everything at once. Rather, pick one or two areas in your B2B website that you can commit to working on and focus on those.
Refresh Where Possible
Now that you’ve cleaned out and revived a few sections of your website, look for where you can refresh existing content.
- Do you have new content to replace old content on a services page?
- Have you expanded your services to include more offerings?
- Has your leadership recently taken all new bio pictures?
- Do you have new videos of your products or explainer videos?
- Are company photos filled with past employees?
- Do you have new client testimonials?
- When is the last time you updated your case studies or use cases?
This is not an exhaustive list of where to refresh, but it should get you started. Ideally, you or your team should read through every page of your website. This can be time-consuming, but if you attack it as a team and break up the work, it can be done in a short amount of time. It’s also a great opportunity for your staff to become more familiar with your B2B web design and find anything that is broken or not user-friendly.
Toss, Revive, Refresh, Relax
As you know, spring cleaning can be quite an undertaking, but can also be refreshing. When you apply these steps to your website design, you breathe new life into your website and come up with new projects to enhance your B2B marketing strategy.