DIGITAL DOMINANCE (PROBLEM #1) BRENT LOLLIS
When It’s Time to Update Your Web Presence
Sometimes, the problem with the website isn’t that it’s bad, just that it has become outdated. Layouts and pages
can start to look old, just like buildings, vehicles, or clothing can.
If wearing a wornout suit or driving an incredibly beatup truck with your company’s logo on it wouldn’t send the
right message to buyers, then how does it
look when hundreds or thousands of
people per week stop by your website and
see something that’s way behind the
times? If your online presence isn’t
helping your credibility, then it’s hurting it,
so consider giving it an update or
renovation if you think it’s not putting your
company in the best possible light.
Aesthetics aside, it’s also time to update
your website when it no longer has the
functionality you need. If your business
plan calls for generating online sales, for
example, but you don’t have a shopping
cart, then that’s an obvious problem. The same could apply to social media links, email newsletter signup
forms, and other common features.
In my experience, if a business owner is thinking about updating t heir website, it’s probably past time to do so.
At the very least, you might want to examine a few proposals to see what’s possible.
Get Away from Stock Images and Tired Text
One way to freshen up your website, make it more effective, and create a better match between you and your
customers is to move away from design elements that are overly generic.
The most obvious example is stock photos. There’s nothing wrong with having stock images on your website,
and you or your design team may use them throughout your content and marketing campaigns. But there’s a
big difference between using good images and choosing photos that are obviously from a stock site, or are
being used by your competitors. You want your website to have a distinct look and feel, so don’t settle for
anything that looks like it’s right off the shelf.