site is still accurate, relevant, and putting your company in the best possible light. Tat’s because when there are things in your business website
that shouldn’t be, they aren’t just wasting space—they are also creating the impression that you can’t manage details very well, and that’s never going to be good for business. Here are some of the things we regularly find on business web-
sites that have goten out of date: 1. Old bios, images, and product descriptions.
Tese include everything from executive bios for members of the company who have moved on, to product shots from the ’70s. If who you are—and what you sell—isn’t accurately reflected on your website, what does that tell buyers?
2. Prices that aren’t accurate anymore.
Besides the fact that incorrect pricing can lead to all kinds of legal liabilities, lost sales, and hits to your profit margin, having the wrong prices for your products or services also put you at a disadvantage to your competitors.
3. Products or services that are no longer being offered.
It’s a bad idea to have pages for things you no longer sell, since it in- evitably leads to requests that can’t be honored. Tat, in turn, is one of the surest ways to negative reviews and a poor online reputation.
4. Missing links and pages.
Missing pages are bad for your website’s search engine position- ing, which is reason enough to get rid of them with a redirect. As much as Google doesn’t like broken links, however, your custom- ers like them even less, since they make it hard for buyers to find
Randy is an experienced visual communicator, commu- nications strategist, lead talent and Principal of Kayak Creative Services, Inc. He has led the Kayak team to develop and deploy Kayak’s 3-point strategy for online marketing success.
Through a career that began in the mid-eighties, Randy has developed a vast and diverse portfolio. He has been named on 60+ industry awards recognizing creative and strategic excellence. To learn more about Kayak, visit
kayakonlinemarketing.com/blog.
what they’re looking for. A redirect will re-route the page request to another page of your choosing without skipping a beat.
5. Terminology that isn’t current for the industry.
As with broken links, old terminology hurts you in two ways. First, it tells customers that you aren’t on the cuting edge of your industry; and secondly, it removes important keywords from your search engine profile.
6. Reminders about events that have passed already.
A calendar that hasn’t been updated in ages suggests that your business is no longer in business.
Although these examples are obvious ones, the real point is
that there shouldn’t be anything in your business website that isn’t helping you to grow your business. Working with a strong web design team and a top-notch analytics platform, you should be able to tell which parts of your site are performing, and which ones aren’t. What shouldn’t be on your website? Any page that’s incorrect, outdated, or isn’t helping you to reach your botom-line goals. ❚
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