Don’t overlook these tips on website maintenance for small businesses. From security to functionality, you need to track these items.
Now, many small business owners treat website launches like event launches — you work really hard to plan it all out and make sure that it’s a success. However, unlike an event, there is still work to be done when a website launch is over. The “event” of a website launch is continuous. Once it’s live, there are a few things you need to be aware of.
1. Websites need maintenance.
Your website is just like your car — if you don’t change the oil or maintain it, the car will break down at some point. However, the big difference between a car and a website is that there are malicious people out there trying to hack your website and millions of others. It’s as if someone were consistently trying to break into your car. If that were the case, wouldn’t you be installing extra preventatives?
This is where on-going site management comes into play. To keep your website safe, you need to ensure that you are paying annually for hosting and security, as well as updating your website.
Moreover, developers of WordPress themes/templates and third-party plugins release updates (just like Apple releases updates to your computer that you need to update regularly). If these updates are left unattended, your site functionality can break down, which opens the site to hackers and malware.
2. Don’t “set it and forget it.”
A website aims to generate leads, engage potential clients, and provide a comprehensive initial experience. It’s an online brochure of sorts — one that makes the difference between a sale or losing a potential customer. Use analytics platforms like Google Analytics and Google Search Console to track the effectiveness of your website. Is it converting users? Are they losing interest on a specific page? What changes can you make to prevent losing customers?
Track the analytics regularly, and don’t forget to use the website yourself. Are the buttons working? Is the messaging correct? Have you changed processes that aren’t in sync with what the website says? Make sure that everything is consistent, from your website to your internal processes.