BOP Design Warns Against Settling for “Perfect” Website

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A small business website looks “perfect” when it’s first launched. But in the world of web design, perfection is the enemy of progress.

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When was the last time you looked at your business website through a visitor’s eyes

Businesses depend on their websites to attract visitors and generate sales leads. So they need to tend those sites as if they were watering the lawn. This means updating both the look and content on a fairly regular basis.

“When was the last time you looked at your business website through a visitor’s eyes?” asks Jeremy Durant, Business Principal at Bop Design, a San Diego web design agency. “If your website’s look hasn’t changed recently, consider the impression it makes on first-time visitors (and prospective customers) who see the same content and graphic elements time and again. A bored visitor isn’t a repeat visitor.”

Credibility and Functionality

Fresh design and content keeps a small business website credible (and, by extension, does the same for the business itself. It sends the message that a small business values its role as a provider of the kind of information people are looking for. Whether the new design includes scrolling text, eye-catching imagery or other design elements, it helps to keep the site useful and relevant in changing times.

Updating a website is also an opportunity to make sure everything is working properly. Maybe content on the site is packed too densely for easy reading or links are too difficult to easily spot. Remember, the slightest problem—broken links, slow-loading images—can discourage first-time visitors from wanting to learn more. Any low-performing element can cost valuable page views.

Changes in Customer Taste and Technology

There’s also the need to keep up with changing client needs and evolving technology. Customer tastes change over time. “Your website may have been going along fine up to now, but if potential customers prefer the latest search tool or more user-friendly automated forms, they won’t stay long at your site,” Durant notes.

In general, visitors come to a site three or four times before making the decision to reach out to the business. They will only come back if content is fresh and the design is appealing (and completely functional).

“Also consider the competition,” Durant says. “How often does their website undergo a redesign? Are they outpacing you with a fresh look and feel every few months?” Look through a visitor’s eyes and decide which website will attract more attention.

Some businesses launch a website and don’t consider a re-launch until five years later. In a digital age that moves at light-speed, that’s much too long for any small business to wait.

About Bop Design
Bop Design is a San Diego web design agency with offices also in the New York metro area. We express a business values through branding, advertising, design and web design. We also help attract a firm's ideal customer through search engine optimization and search engine marketing. The marketing firm's focus is on small businesses that want an external team of marketing specialists to help give their brand an edge in the marketplace.

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