I recently was on a call with a potential client who said, “My website was doing so well and now it’s not. Nothing has changed so I don’t understand why we are not generating leads and new sales.”

I replied, “The first thing you want to do is check your website metrics. The reason is that if you don’t keep your website current and your competitors do, you will decrease your website rankings, and before you know it, you may show up on the bottom of the list or on page two or three. The problem is only going to get worse.’”

In marketing, doing nothing gets you nothing. If you see a drop off in your web traffic it may be because you are not optimizing your website. Not doing anything may be part of the problem.

Plainly put, if you spend zero dollars maintaining your website, your return on investment will be … well…zero dollars.

I’m sorry to break the bad news to you, but here it goes; you can’t post content that doesn’t align with your company’s products and services on your outdated website on Friday and wait for the money to roll in on Monday. That’s not the way it works in today’s fast and ever-changing business landscape.

Case in point; I recently spoke with a well-known local business who wondered why business was down. It didn’t take long to identify the problem. Would you believe that their website wasn’t even mobile friendly?

Now more than ever, your website needs to be a critical part of a marketing plan and keeping it updated is even more important. To drive your business goals, website optimization must be a top priority.

The product life cycle of your website is two years. If you own a small to medium sized business your website needs an update every two years. Why? The website is the virtual extension of your brand. A lack of brand identity will damage your marketing results. Previously you could get away with updating your website every three to five years without damaging your brand or business. But, the product lifecycle for a business website has shortened.

Technology is advancing at a much faster rate today than just five years ago. This pattern of humans advancing quicker and quicker as time goes on is what futurist Ray Kurzweil calls the “Law of Accelerating Returns (LAR).” LAR theory suggests that because technology is advancing so quickly, your website requires change at an exponentially faster rate than current practice dictates. Websites who don’t stay relevant risk maturing at an accelerated rate.

We see this trend all around us. That’s why we re-launched our website this month. At Millennium, we know how quickly design preferences are changing, and how our customer needs are evolving. We believe our website is our brand ambassador. Our website is another member of the sales team that works 24 / 7 making sure your needs are met. If you would like to take a tour of our new website, please click here. If you feel that your business could benefit from website optimization, contact Robb Atkinson, Strategic Account Director of Millennium Agency