Reasons Your Website Will Never Be Finished

Your company’s website will never be finished. You will never sit back, breathe a sigh of relief, and say, “Finally! We’ve got this thing wrapped up; now we can move onto other things. That is, this will never happen if you’re doing all you should with your website. And this adds up to some good news because if you’re constantly updating your site, you’ll develop an advantage over your competitors who aren’t.

Here are three reasons you should never stop working on your website:

1. Web design trends are evolving. Compare websites designed within the past few months with those designed a few years ago, and you’ll notice some differences. Web design trends can sometimes be mere fads, but often they are driven by changes in technology. Two modern trends in web design are flat design and responsive design. Gradients, drop shadows, bevels and elements designed to resemble real objects have no place in flat web design. Proponents of flat design eschew the fancy in favor of simplicity, clean lines, bold colors and a focus on content and usability. Flat design also means cleaner code, faster-loading pages (good for SEO) and greater adaptability, which factors into the next trend.

2. Consumer preferences are changing. Customers expect something different from your website now than did two, five or 10 years ago. When high-speed internet became widely available, users started to anticipate rich content, such as high-resolution photography and HD videos. As desktop screens grew larger and wider, consumers looked for sites that would take advantage of the additional real estate. Today’s consumers don’t want to waste time. Everyone is busy and wants to get to the point as efficiently as possible. Many companies have understood this to mean that content should be clear and concise. Design agency Teehan+Lax embraces long-form content in its portfolio section, in a post about working with client Krush. The segment delivers value, by helping potential clients understand what the process of working with the company would be like. Long-form content is also good for  SEO.

3. Search engine optimization rules. The premise of SEO is that if a company sells widgets and its site shows up No. 1 in a Google search for the term “widgets,” then viewers will be drawn to that corporate site. But it may not be the only company desiring to market widgets. Therefore, the company’s task is to convince Google that when someone searches for widgets, any user arriving at the company’s website will find it especially appropriate for the search term. If users aren’t happy with Google’s search results, that’s bad for Google. It used to be that a lot of SEO firms would trick Google into sending traffic to their clients’ websites. But Google employs thousands of people with doctorates to systematically filter out search engine spam. Google’s search algorithm updates like Panda, Penguin, and Hummingbird have forced websites to provide real value to visitors or see their rankings in the search engines fall and traffic dry up.