Based on my last few blogs, you know that I can be impatient, directionally challenged, and an avid online shopper. But something that I don’t care to admit frequently: I may be a slight hoarder. At least that’s what my husband calls it; I call it being sentimental-ish. I keep my kids’ school papers, old toys, instruction booklets, receipts, and any number of random things that pile up in boxes. It drives him crazy (which almost makes it worth it), and I know for a fact that he secretly purges my stuff every once in a while. Luckily my attic is organized, but I know that a good deal of that stuff is unnecessary. That’s the great thing about January – it’s New Year’s Resolution time!
With January 1st comes a great deal of self-reflection and resolutions. Resolutions can focus on things like being better, saving money, or simplifying the world around you. It’s an opportunity to reset and, in my case, declutter a bit.
Speaking of decluttering, let’s talk about your website! As easily as I collect old receipts, your website collects old blog posts, content or even outdated information. What better time to clean up your digital marketing strategy, and ensure that your online presence still aligns with your brand in 2019. There are a number of things to look for, but here are a few red flags that mean it’s time for a full site audit:
Basic company information
Phone numbers change, and maybe you’ve even moved or switched to a different website URL (which also impacts your email addresses). This may seem like a given, but your contact information appears in places all over the internet that you may not even realize. Besides social media platforms, email signatures and your website, your company info can likely be found in online directories, community listings, and association lists. Your basic contact info needs to be updated across the entire internet, not only on your website. We have tools to identify where these discrepancies are, and get them fixed quickly so that your online information is consistent.
As time goes on, dynamics can change within your company and within your audience. Maybe, when you launched your website, your goal was to establish and grow your customer base. But now you’d also like to focus on repeat clients. Do your service pages speak to both new and existing customers? Your website content should reflect your brand 100% so that your audiences (and Google) know exactly what you do, and where you do it.
Similar to outdated content, old blogs should also be audited on a regular basis. Blogs accumulate quickly, especially if you’ve been blogging for many years. Are your blogs all still relevant? Do you have any old posts that no longer align with your brand; maybe a topic about an old service offering or outdated technology? If you don’t want to be found on Google for the topic, then it’s time to remove – or rework – the post. Reposition it as a piece of your company history, or use it as an opportunity to show how it evolved into your current services. Either way, shift the focus to align with your current goals.
The new year is a great time to take stock, identify and work towards your resolutions and goals. It may seem like a daunting resolution – to declutter your online presence – but that’s what we’re here for. We may not be able to help with the old receipts, but we can help bring your website into the New Year.