It seems like some websites are changing as often as every
few minutes. And while this seems to make sense for news
sites and those that want to provide readers with up to
date information, does this necessarily make sense for your
business website? You want to show your visitors that
you're constantly innovating your business, but at the same
time, does changing all the time seem like you just can't
make up your mind about what you have to offer? Here's
what you need to think about before you build your business
website.
The Case for Change
There is certainly something to be said for always being
fresh and new. When your visitors are looking for the
latest and greatest fads in clothing, for example, you need
to be able to deliver these trends as soon as they're on
the red carpet or the runway. Change also shows your
visitors that you are always looking out for them and their
needs. You can include a daily blog, for example, that
gives up to date information on the state of affairs in
your business or perhaps on trends in the products you are
selling. You might also want to keep a streaming band of
words across your website to show updates on things like
interest rates or stock market quotes. By keeping your
website alive with new information, your visitors will see
that you're interested in the long term health of your
company.
The Case for Keeping Things the Same
On the other hand, you also might want to look into keeping
your website the same most of the time. While there will
be a need to change things up from time to time as things
are out of date, keeping the basic setup of your website
can help regular visitors feel like you are consistent and
easy to keep up with. When you're always changing things,
a customer can become confused as to how to do things on
your site or whether or not your site is something they
should spend time on.
The Verdict: It Depends on Your Customer Base
In the end, the case for change will largely depend on
whether or not your customers are looking for constant
updates. And this depends on your business focus. If you
are trying to give your customers up to date gossip, yes,
you will need to change your site a lot. But if you offer
the same products over the course of a month, there's
really no need to change your website until you change your
stock.
There will always be times when you will need to change
your website - as in when you introduce a new item or you
discontinue an item or pricing scheme. But the overall
consensus is that you might want to keep the basic
structure for return visitors to your site.
Introducing Change to Your Visitors
If you plan on changing your website significantly, you
might want to let your customers know well in advance of
the actual change. This will give you time to get feedback
on your changes as well as help you roll out your new look
with minimal problems and concerns. Post a 'sign' on your
website about the upcoming change and then provide a link
to how the new website will look. Giving visitors a list
of the changes they can expect to see will also help them
see what they will notice when you eventually follow
through.
Change is good, but when it scares away customers, it's not
always the best idea. However, you also don't want to keep
your website up for so long that you begin to seem
outdated. Changing things up every season is a reasonable
schedule without being too confusing for visitors.
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