Website maintenance can be defined as:
- Keeping a website current in both technology and content.
- Assuring proper functionality.
- Confirming accuracy of copy.
- Correcting broken links and images.
- Performing an overall assessment of the site to make sure it still reflects your company properly.
One could draw an analogy between website maintenance and home maintenance. Most of us can take a look at our home for burned-out light-bulbs, cracks in the foundation, or a room that needs a fresh coat of paint. The same is true of your website. It’s a good practice to review your site at least once a month.
Here are some items you should check:
- Date-sensitive content, such as an announcement of an upcoming event (after the date passes, it should no longer be labeled “upcoming”) or a deadline.
- Functional elements such as “contact us” forms, to make sure they are functioning properly.
- External links (links to other sites).
Check each to make sure the site you are linking to is still live, and that the link location is still correct.
- All the pages. Check all the links in the navigation bars, and make sure the structural elements appear correctly on all pages.
- Images that are not displaying correctly or show the dreaded “red x.”
A good recommendation is to take notes the first time you review your site. You will save time your second and subsequent times by not having to hunt for the functional elements, external links and other hidden treasures/traps.
If You Uncover a Problem
The analogy of website maintenance and home maintenance is again relevant. Unless you are a professional, there are some things you may need help with, but there are also many things you can do yourself. This is where people sometimes get lost. Most of us feel comfortable changing a light bulb or tightening a screw on the hinge of a kitchen cabinet, but we lack confidence in changing an image or updating the text on our websites. Software and services are available that will empower you to handle many of these tasks yourself with ease.
For the things you cannot do yourself, you should have a good resource for professional help. If the person or company who built your site is no longer available, or you don’t want to work with them for any other reason, find a freelance developer or company. A good recommendation is to find someone who specializes in website maintenance.
Keeping Up with Technology
The first item listed in my definition of website maintenance was keeping a site current in technology. All too often, we’re intimidated by technology—it’s too expensive, quirky and beyond our means. But things have changed. A great deal of the technology that, at one time, was only available to companies with a sizable budget is now available to nearly anyone.
Studies have shown that people typically visit a website more than one time before deciding to make a purchase or to do business with a company or organization. People like seeing fresh content and are discouraged when they see outdated items. Old content and a stagnant site can cause people to doubt the company who owns the site.
Review your competitors’ websites for functionality they have that you wish to add to your website. Make a list of what you find, along with where you found it, and discuss your list with a professional developer. It can’t hurt to get a quote to see how much it would cost to add new features to your site, which can add spark to an already existing website.
First impressions are lasting. If a store’s window has a large crack, or the chairs in a dentist’s reception area are torn, they would quickly be replaced or repaired. Since your website is often the first thing your customers see, links and images are key to attracting attention and building a brand for your company.
More than Maintenance Sometimes a new website or a rebuild of an existing site is in order. If you look at your website and find it’s more than just the content that no longer accurately represents your business, you may consider a rebuild or a new site. Before you get too involved in a large project, get some input from others, such as friends, family and even a trusted colleague or customer. Then consult a developer. They can also make recommendations.
While the phrase “website maintenance” may be new to many, you may already be practicing some or all of the recommendations above. If you don’t have a tool for day-to-day website updates, consider purchasing software that will enable you to make changes quickly and easily. If, perhaps, your website requires more maintenance than you’re willing or capable of doing, seek out a professional who can help you keep your website up-to-date and attractive. With more customers searching online, your company’s website will continue to play a bigger role in your advertising, marketing and branding efforts.