No Web site can live for ever.

Having an up-to-date Web site is an important element of any organization’s brand and identity. Experts say that the average shelf life of a Web site is two or three years.  In that time, many of the ways we do business change and we need to change with them. As the first impression of your organization, your Web site needs to be constantly monitored and evaluated based on;

• Technological advances and site functionality
• Marketplace evolution
• Organizational evolution
• Search engine optimization

Whether your site spans 100 pages or nine, it is your marketing link to the outside world. It must communicate the organization’s position, messages, and most importantly its branding strategy. It also must have a design and navigation system that is relevant to your audience. It is the most accessible representation of your organization, and you have complete control over the user’s perception.

Technological advances and site functionality
The following reasons demonstrate why it is important to keep up with the technological advances and the functionality of your Web site.

Compatibility. It seems that every few months our Internet browsers are asking us to install updates for security, speed, new features, and programming languages such as SQL and Java. When we create our Web sites, we create them so they are current with the latest browser technology and no sooner is the new site live, the technology changes. While no one can control the frequency of these updates and one update does not make a Web site obsolete—years of updates can have an impact on the way a site is displayed and located.

Software Development. Computer programmers are constantly inventing new ways to make our lives easier. How would you like to be capable of updating your own site with no knowledge of HTML or any coding language? You can do that. How about a funky flash intro? Or online ordering system or client service area? There are several options available today that may not have been available when your current site was created. Appear savvy to your audience and streamline your business practices.

Functionality. As we update items such as news, events, and images, the Web site grows and changes and can eventually become larger than its intended framework. Redeveloping a site every few years creates a logical opportunity to refocus the site and incorporate new functionality.

Marketplace evolution
The marketplace your organization serves is constantly changing. Over time, perceptions change, hot-button issues develop, technology advances, and trends emerge. No matter how timeless you intend your site to be, you cannot anticipate or control these external changes. Keeping your Web site current—addressing the needs of your audience, the benefits you have to offer, and your position relative to the competition—allows you to maintain and build your branding strategy while better serving your clients and prospects.

Organizational evolution
While your marketplace is evolving, your organization is growing and changing to stay competitive. You may be offering new products or services and you may have eliminated those that are obsolete. You may have just been featured in the New York Times. Your Web site should reflect the branding strategy you are working so hard to strengthen, position, and market. A user can tell much about your organization by the pertinence of the information posted. If your news section notes that your last bit of news was from six months ago, it is only natural for users to assume that either you have done nothing in the last six months, or you’re not concerned with keeping up your site. Keeping current keeps traffic.

Search engine optimization (SEO)
With our culture becoming increasingly web-centric, locating your site in a search engine such as Google is as important as the site itself. How and where you rank in an organic search is evidence of the resources behind your site. Because search engine criteria is constantly changing, your site needs to be a dynamic, evolving communications tool to remain well ranked. A static site tends to fall in rank. Refining and developing key words and phrases and adding information regularly are a couple of ways to ensure your SEO stays on target.

The solution to your evolving online world is to develop a regular program that evaluates the effectiveness of your site (at least every six months). Ensure your branding strategy is accurate; your position within your marketplace is relevant; the technology and functionality are fulfilling your needs; and your audience can easily locate your site. Also, be sure you are systematically updating appropriately—addressing changes to products, services, or terms of agreement and updating news and announcements. Developing a Web site maintenance program will keep your online personality current, fresh and relevant.

© 2007 ADAMS