Keeping your website current is critical to your long-term success.

Now that we are building websites in Content Management Systems which allow us to make regular changes and updates, there’s no excuse for having outdated information on your web site.  In fact, now it’s pretty much an expectation that you’ll be regularly updating and adding content.  Ensuring that your website, marketing materials, social networking profiles, etc. are current is one of the best ways to continue to build trust and demonstrate that you deserve it.  Outdated information is the fastest way to create doubt in the minds of your prospects.

1.  Review company website photos and videos of yourself at least annually to ensure you’re not being misrepresented.  With changes in hairstyles, cuts, and clothing styles, photos and video can look dated.  If the details on your website are not current, it suggests your attention to detail is lacking.   

2.  Social Networking Profiles and Photos–While we never want to admit we might be aging or we’ve gained a few pounds, using an outdated photo does mislead.  If someone would have trouble recognizing you from the photo you have posted, it’s time to update the picture.  And if your profile information is not up to date, those you meet may question your authenticity.  About two months ago, I met with an individual who might have been a good strategic partner for me and my business.  After our meeting, I looked this individual up on LinkedIn to connect, and strangely enough, her profile didn’t event mention the company name that was listed on her business card.  This detail then made me question how dedicated she was to the company she represented to me.

3.  Testimonials and Customer Comments—Unfortunately, it’s not uncommon to see testimonials on websites that you can be sure are five plus years old.  I encourage clients to update testimonials and customer comments that appear on your website or other marketing materials at least annually.  You should be collecting testimonials from every client anyway so this shouldn’t pose that big a challenge to update your materials on a regular basis.  Review the details to ensure that the testimonial is still relevant to how you want to market your various products and services.

4.  Update your Products and Services—There’s no question that businesses evolve over time and with that evolution it’s likely that your products and services have evolve somewhat.  Review your products and services to ensure that they are still accurately represented online.

5.  Events and Dates—Many of us post upcoming events on our website but there’s nothing worse than looking at a list of events and seeing that everything has already happened and this information is outdated.  The other item to look at is your web site copyright date.  Be sure it represents the current year to show prospects that you pay attention to these details.

Because we use the internet to research everything now, keeping your website current is critical to your long-term success.  It’s now your number one marketing source, so be sure you’re putting your best foot forward online.

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Last week, I spent some time doing some research to hire a Virtual Assistant to help me with some administrative tasks.  You know, work smarter, not harder and farm out some of the tasks that another can do faster.  So, what do I do when I need some help—like any good small business owner, I ask my network if they know anyone they’d recommend.

So I get a list of candidates and I start evaluating them based on what I see on their websites etc.  One of the candidates I look at actually has a few of the services I’m looking for listed out on her website.  She details a couple VA packages that sound exactly like what I’m looking for.  On the contact form, I am very specific about what skills and tasks I’m looking for help with so they are prepared when we talk.  I’m so excited—I think I found who I’m looking for!

Tell prospects what you really do and who you really want to work with.

The contact form goes through with a confirmation that I’ll be contacted within 48 hours.  Hmmm.   Seems a little long for my liking, especially from a VA,  but I’m sure it won’t be 48 hours.  At any rate, it wasn’t 48 hours and we set up an appointment to talk.

We start to discuss her experience and then we get into what I need help with.  I ask questions about her packages and she begins to tell me that she doesn’t really sell those packages and that she’s really looking to work with clients who are interested in hiring a VA for a regular set of hours for a longer-term engagement.

Say what you really mean and what you really want.  If you don’t really want to sell certain products or services, please don’t list them on your web site.  If people call you about those products or services, they’re going to be disappointed and that’s going to create a bad experience immediately—and no opportunity for the future.  I completely understand that businesses evolve and we get better and better at knowing how to sell our services and who to sell them to.  And if your business has evolved, be sure to update your website and your marketing materials to reflect that evolution.

You can be very detailed in creating packages and listing out the services or you can be vague and use general skills. Regardless of the path you choose, just be sure that what you say sets the right expectations with a prospect.

And if someone calls you asking you about something you don’t do, help them anyway by giving them the name of a colleague (or even a competitor) that does what they’re looking for. The next time they need someone that does what you do, they’ll likely call you back.

Respect your time and your prospects time by saying what you really mean and keeping your website up to date.  Have you experienced a similar disappointing situation?

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