Having assessed dozens of websites, I’ve realised that many have something I’ve nicknamed ‘Website Wilt’.  In this article find out what it is, and why you should avoid it at all costs.

What is Website Wilt?

Website Wilt is when your website has been left untouched for a long period of time so that it looks tired and old. Here are some obvious signs of Website Wilt: 

• Your overall website design looks worn, outdated and even old fashioned.
•  Your copyright notice hasn’t been updated to the current year, e.g. © 2007 rather than © 2010.
•  Your links point to pages that are now permanently unavailable. 
•  Your information is old and irrelevant, e.g. advising people about a seminar from two years ago. 

 The dangers of Website Wilt

Your website is your ‘virtual shopfront’, so if your website has virtual cobwebs hanging from it, it will look as though you’re closed for business;  or worse still, that you’re open for business but that no one actually cares.  

Many people solely shop online for products and services, so if your outdated website is competing with websites that are current, vibrant and fresh, you could be missing out on valuable business.

How to cure Website Wilt?

Update your website content 

Make your website copy timely by updating it with compelling and persuasive wording.

Add fresh information

Offer free, updated information in the form of blog posts and newsletters. However, if you feel you simply can’t update your content regularly then opt for an ‘Articles’ or ‘Tips’ page.  The benefit of these latter pages is that people can’t tell how long ago they were added.

Get an objective opinion about your website

Sometimes when you’ve been looking at your website for too long it’s difficult to know how it can be changed.  The task seems overwhelming, which inevitably leads to inaction.  So ask a website designer to assess your website design, and a copywriter to assess your copy.   Many will do this for free, but for comprehensive assessments, you may need to invest some money.

Ensure links are active

Every few months check that the links on your website are indeed active. 

A website needs ongoing attention

A website is not something you can ‘set and forget’, and although Website Wilt can have a negative impact on your conversion rate, it is also easily avoidable.  Give your website regular care and attention, and it will remain revitalised and ready to convert!