Would you ever purposely do something that would cause you to lose credibility?
Of course not.
But did you know if you have a dinosaur for a website – one that’s slow, outdated, clunky, and just plain obsolete – that’s exactly what’s happening.
Consider the facts:
According to Pew Research, more than half of Americans – 58% – reported doing online research on a product or service ahead of time…and yes, that includes B2B services. What’s more is that number will likely grow in the years to come.
The reality is that an ever-increasing number of prospects are looking to the web for answers and information. And if a buyer takes one look at your cluttered and dated homepage and clicks off immediately, then you just lost an opportunity.
So how can you tell if your website is causing prospects to run the other way? Check out these 6 red flags to see how your site measures up.
Red flag #1: Your last press release or blog post is from 2009.
You may not think having an outdated news or blog on your consulting website is that big a deal. But it speaks volumes to your buyers. It basically says “I don’t care.” And if you don’t care about keeping your own site current, how can a buyer trust that you’re going to care about their projects?
Red flag #2: Your site is nearly impossible to view on a smart phone.
For the first time ever, more than half of American mobile customers are smart phone users. That means that these days, the majority of people – buyers included – expect to be able to see your website via their smart phone or tablet.
So if your site isn’t viewable on these devices, you risk losing out on business opportunities. Potential buyers won’t wait while your site takes forever to load on their phone. They’ll simply go back to their search engine results and click on the next consultant’s website.
Red flag #3: Content is just too hard to update.
You know you need to start publishing white papers, case studies, and articles on your website. But it’s just too hard. You either don’t have a content management system (CMS) in place or the one you do have is hard to use.
Sound familiar? If your lack of a good CMS is stopping you from publishing content to your website, then it’s time for a new one that enables you to easily add engaging and indexable content.
Red flag #4: Your business has changed.
Perhaps you’ve recently focused your consulting practice on a particular niche, or paired down or expanded your services. But if your consulting website doesn’t accurately reflect these changes to your business, it’s time for a new one. The last thing you want is a prospect calling about a service you no longer offer, or missing out on an opportunity to position yourself as a leader in a certain niche.
Red flag #5: You’re embarrassed to promote your site.
You’re site should be a source of leads, not a source of embarrassment. So if you hope and pray a prospect doesn’t visit your website when you hand out a business card, it’s time for a re-design. Your website is a reflection of you and your consulting business – and bad design, slow-loading graphics, outdated information, and broken links won’t reflect well.
Red flag #6: You’ve never gotten a lead from your website.
Your consulting website should be working for you – it should be promoting your business and generating leads. If it’s falling short, perhaps the content is outdated, your contact information isn’t visible enough, or your call to action is weak. Whatever the case may be, it’s time for a new site.