The Importance of Maintaining and Refreshing Your Website

Your website is an integral part of your business. Whether you use it for ecommerce, lead generation, or simply as a place for potential customers to learn more about you and your craft, it’s your digital “home base” from which your other marketing efforts stem. Just like any other part of your business, it’s important to frequently maintain, refresh, and redesign your website to keep it consistent with your brand image and with the experience your customers demand. 

In this blog, we’ll be talking about some of the important reasons why your website needs to be properly maintained and some of the easiest ways to go about taking care of it. Read on to learn more about how you can make the most of your all-important website! 


Update Your Website’s Backend 

Websites, in some ways, are like cars. While many start up their car and take for granted that it starts moving, there’s a ton of moving parts behind the scenes that allow for it to drive. The same is true for websites – there’s always coding, links, and design elements in the backend of your website that actually make your site work! 

Like the motor in your car, the backend needs regular tune-ups and maintenance in the form of updates. These updates can help your site maintain: 

  • Tighter security
  • Consistent functionality
  • Smooth and seamless operation
  • Mobile user compatibility

All too often, prospective clients tell us it’s been more than five years since they’ve been in the backend of their website. Once you’re behind that far, it can be difficult to update your site without breaking aspects of it – it’s important to keep on it so updates don’t pile up! 


Refresh Your Site’s Design

Digital trends, like fashion trends, come and go over the years. In the same way that you’d look at a perm and leg warmers and think “1980s,” people look at outdated websites and immediately know they’ve looked the same way for years. 

Your website is your storefront, and people build a first impression of your business when they land on your site. It’s important to deliver the right message by having a sleek, attractive site that’s easy to navigate! No matter how good your products are, or how good your customer service is, it’s almost impossible to break the associations potential clients make when they see a bad website. 

Every so often, you should go through your site and find areas you can refresh with new graphics. Whether that includes uploading new pictures, changing your homepage, or streamlining the content you’ve already got, it’s a straightforward way to present your business in the best light possible. 


Update Written Content 

Your customers aren’t the only people reading the content on your site – Google’s algorithms read every single page too. This helps Google understand what your site has to offer, and its algorithms use this information when ranking search results. To make a complicated matter simple: your site needs to have enough written content with enough relevant keywords, or it’ll be difficult for it to appear when a customer looks up your services or products. 

Few things can do more for your site than quality written content! By using keywords, important phrases, and straightforward language, you can improve your SEO (search engine optimization) and rise to the top of Google searches. This presents a great opportunity to get a leg up on the competition. 

Some of the easiest ways to add more content on your site include: 

  • New pages for additional products or services
  • A blog (just like the one you’re reading now!)
  • Pages that talk about your business and its history
  • Written case studies


The world of business is a competitive one – we’re sure you know that as well as anyone. When you and your competition extend your offerings online, prospective customers will have to choose between what they can find on their computer or phone. Ask yourself: “When customers find my business’s website, what will they think of it?” If their reaction won’t be positive, then it’s time to get to work! 

Baer Performance Marketing has helped update, overhaul, and redesign websites for years. No matter your industry, no matter how long it’s been since your site was last worked on, we can help you take it to the next level! Get in touch with us today for a free consultation, and let’s take the first step towards a better digital presence for your business.