There’s a good chance your website has a serious problem.
And I’m not talking about design – although that is important.
I’m not talking about copy – although that is even more important.
And no, it’s not that your site isn’t mobile friendly. Or that it “looks old”.
All of those things matter, but they aren’t the most important things.
In fact there’s one thing that nearly everyone underestimates on a website.
Your website needs to be able to grow with your business.
If you’re creating unique offers or landing pages, you need to be able to make those changes quickly and inexpensively.
If you need to add a form, embed a video, add a button, or change content, it should be simple and straightforward.
When businesses build a website, they think of it like a newspaper or magazine.
They pay a lot of money for a good design. And then they take the website live on the internet
But like print, websites are out of date as soon as they go live.
Unlike print, making changes in digital is quick and painless (or at least should be).
If you’re getting ready to build a website, one of the best thing you can do is to ensure you have flexibility.
If you don’t know anything about web development, “flexible” may just mean having your developer make updates.
But those updates should be reasonably priced. And you should know how much simple changes cost beforehand.
If you make updates yourself, be sure you have flexibility. With WordPress, this means picking a theme that allows you to add buttons and images in a way that makes updates simple.
Too often I see businesses that spend thousands of dollars on a website. Then they spend thousands more for simple updates. That makes no sense.
Instead, talk to your web developer. Ensure that you can make updates quickly and cheaply. This allows you to experiment.
With a flexible web presence, you can try new offers and campaigns in a matter of minutes instead of days. This gives you a huge edge over your competition.
So build for flexibility.
Remember: It’s a website, not a magazine.