If you’re intrigued by this blog, chances are you either own or work for a business that launched before the digital revolution really began infiltrating our day to day lives. And so, you’ve managed to build a large client base with little reliance on your digital presence. Chances are your client base is also primarily made up of baby boomers, which as of 2017 has been overtaken by Generation Z born after 1997) as the largest generation in the US. I say this because there is little to no chance a new business will survive in this day and age with an outdated website. With that being said, here’s why you should keep your website updated.
There are two definitions of updated in this context. One is in terms of the information on your website. You want to ensure that phone numbers, dates, addresses, employee information, and offered services and so on are still accurate. You also want to ensure the content on your website is still accurate as well as relevant. Content includes elements such as videos, pictures, and articles. If they are outdated, they no longer add any value to your website – they are probably better off not being there in some cases.
The other definition of updated is in regard to the technicalities behind your website. Is it easy to navigate? How long does it take your page to load? Does your page rank on Google? Are animations engaging? Does it have a custom homepage? Is it mobile friendly? How fast does it respond to resizing? Is it lacking the latest website development technologies? Is it compatible with multiple browsers? Does it have a sitemap? These are just a few of the questions to consider when you’re creating and updating a website. Lack of focus on these questions will result in your website having a high bounce rate and consequently low conversions and sales.
I know what you’re thinking. You already have a loyal client base that’s not going anywhere. Your website has been the same since it launched with little to no changes, yet your profits have been steady. You might even be thinking your target market doesn’t care for a fancy website. While all this may be true (emphasis on may), as a successful business, you should aim to be forward-thinking anyways! Your loyal client base will surely not last forever, especially if it is mostly comprised of the baby boomer generation. While they are the big spenders right now, millennials are probably the future of your company. Why wouldn’t you want to start securing new lifelong customers as soon as you can? Moreover, what makes you think baby boomers aren’t also becoming increasingly tech savvy? Consider the expert from Forbes below:
ARP found that most smartphone owners aged 50 to 59 used their phones to check email, get directions, browse the internet and see news, with more than half also using their smartphones to play games and make purchases. But those aged 55 to 73 are actually more tech-savvy than people realize. By 2020, 100 million smartphone users will be age 45 and over. That’s 42.43% of the market share. Social media is stereotyped as a platform to reach young people when, in reality, it is a relevant way to connect with all generations. You can still connect with consumers above 50; you just need to design your ads differently.”
According to these statistics, you should care about your client’s digital experience regardless of what age demographic they fall under.
Needless to say, these numbers will only increase as the time goes by. Update your website. Create compelling ads that evoke nostalgia. Ensure your mobile experience is as seamless as possible. Invest in your customers’ experience. The return and their continued loyalty will be worth it.
Feel free to contact us today with any questions regarding website design or development.