The 1989 movie Field of Dreams generated a quote that has spanned a generation. Often misquoted as, “If you build it, they will come,” the sentiment is if you create a good business, website, app, restaurant, etc., your target market will find you. The correct quote is “If you build it, he will come,” referencing Ray Kinsella’s (played by Kevin Costner) dead father.
In the right set of circumstances, if you build a website, your audience will in fact find it. However, getting the best possible results, and return on your investment, requires more than building a website and then leaving it alone. A good website is not a “set it and forget it” marketing tool.
Here are five ways your website is not a field of dreams:
Maintenance: Websites need regular, consistent attention. Databases need routine optimization, software needs to be updated, SSL certificates renewed and automated tasks verified. Too often we encounter websites that were built several years ago, and never touched again. The result is the cost for updating those sites once is usually more expensive than if quarterly maintenance had been taken care of.
SEO: Search Engine Optimization is never a one-time task. The algorithms change and so does the way people search. For example, changes in consumer confidence can alter the terms people use, such as “cheap” and “affordable” instead of “best” or “highest rated.” Google values updates to content, so adding or editing headlines and words to reflect current trends can help SEO.
Images: A website built 10 years ago likely has images with older cell phones, office environments, vehicles and clothing styles. Stock photos should be reviewed and updated, and new photo shoots may be needed to accurately reflect the current workforce, products and services.
Technology: Consumers (and search engines) value websites that load fast, scale properly on different devices and make it easy to complete transactions. Website technology changes frequently and your audience likely expects the ability to text to schedule an appointment, multiple payment methods and click-to-call phone numbers. Your older website may still look great, but does it meet customer expectations?
User Experience: This includes the look and feel, the navigation menu, the ease of finding information, calls-to-action and paths to conversions or sales. The ideal user experience for your customers will vary depending on your audience (B2B or B2C), product and service mix, price points and perceived value. For example, luxury brands need more wow factor, while a new product may need an infographic and video to highlight the features and benefits. The experience a visitor has on your website should be regularly updated, to reflect changes in your products and services, and in how your customers view your brand, and those of your competitors.
All of this is to say, building a website is only one part of an effective marketing strategy. Keeping it fresh, engaging and visible in search results is an ongoing investment, not a one-time expense. That regular investment doesn’t have to be expensive, but hoping your website will draw people in like Ray Kinsella’s father in Field of Dreams means your website will deliver decreasing returns as it ages.
Free Website Audit
If you’re wondering about missed opportunities on your company’s website, reach out to the R2R Marketing team. We offer three free website audits each month for qualifying companies.
