The Thomas Blog

Industrial marketing and manufacturing sales tips to help you grow your business.

By Shawn Fitzgerald |  May 18, 2017

Updating your old website to a responsive design will allow a user to easily access your website content from a single source on desktop, tablet, or mobile device as the design will adjust to the available screen size. This coding and design improvement will increase usability, load time, indexing, and user trust of your website.

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Now that we have the technical answer out of the way … C’mon guys, seriously?! We’ve already written about this hereherehere, here ,here, and here. The world has changed. It’s time to update your website. 

Do you still have the same phone you carried around when you launched your current website? No you don’t. Why? Because technology changes on a daily basis. If you still had an iPhone4 it wouldn’t be able to run any apps, the screen would be cracked, the battery wouldn’t charge and no one would fix it for you because it was discontinued in 2013. 

Your current website is just like that old phone. Yeah, you can still own it, but it won’t function in a way that helps you get the job done. Coding best practices have changed drastically since you last updated your site. Let’s take a look at how the outdated design and technical architecture of your website are negatively impacting your business.

Difficult User Experience

The user of your site has a job to do. Make it easy for them to select you as a supplier. Potential customers start by evaluating your products or capabilities online. They complete 57% of their decision making process before you get a chance to talk to them. If they made it to your site, you have a chance at being specified as a supplier. Don’t drive them away by making it difficult to navigate your site or evaluate your information. If they get frustrated and confused they’ll leave – and they won’t be back. A strong User Experience (UX)/User Interface (UI) is critical to customer satisfaction and retention. Your old website is losing you potential business opportunities.

Long Load Times

You don’t like to wait for answers to your questions and neither do your customers. Older websites are not created to utilize the latest advancements in browsers or coding options. Your current website is built in a frame work that loads one component after another and requires multiple server requests to pull all of the information into the browser for your user. Go ahead and check it out here. New websites streamline how a browser loads content. By expediting the way source code loads a page and combining calls to the server, your user has less time to wait and gets the information they want faster. Not only do fast page speeds make for happy users, but they also provide a positive signal to the search engines about the quality of your website. 

Mobile First Index Is Imminent

Search engines are moving to a mobile first index. This means that when your site is indexed, the mobile version of your pages are evaluated first. This evaluation will look to see how easy it is for users to view, navigate, and click as well as how fast it loads. If there is no mobile version, your site will automatically be devalued. I am seeing this happen to legacy sites already. It doesn’t matter how much content you create or how many backlinks you build, the site will keep sliding. The only solution is to update the code and design. Don’t wait for the full roll out to see what happens to you.

Reduced Trust

More digital savvy people are entering the industrial space each day. Every new engineer, buyer, or MRO has grown up with a phone in their hand and a tablet at home. For them it is inconceivable that a website does not conform to the best UX/UI of the device they are using. They will judge your business as being out of touch or technologically challenged. Even worse, they won’t trust that you are the company to fill the need that they have – they’ll look for a more “reliable” option. This is not good. These are the people that can help your business grow. You invest wisely in product, process, equipment, and employees to help your products and services stay cutting edge. You need to make sure the first impression you set with potential customers leads to further opportunity for the business. 

Mobile Use Will Only Increase

Currently, 51.3% of traffic on the Internet is from mobile devices. This number will only increase as time passes. Waiting to update your site only puts you further behind the competition. Don’t help them take market share from you.

Look, it’s time. I know you have a million things going on, but it’s time. Your business needs you to stand up and make the decision to update to the format that your customers, prospects, and the search engines require. We have built 5,000+ websites for the industrial space and we can help you with this next step in your online journey. Set up a time to meet with a website specialist to get started.

Yes, I Want To Talk About Updating My Website

Topics: Manufacturing and Industrial, Marketing Strategy, Website Design

Shawn Fitzgerald

Shawn Fitzgerald

Shawn Fitzgerald is Vice President of Marketing at Thomas. He is responsible for leading all marketing efforts for the Thomas family of companies, including THOMASNET.com, Thomas Marketing and Thomas Enterprise.

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