Small Business Websites - Why You Can't Just "Set It and Forget It"

Building a website is like building a house. But a house isn’t a home without the essentials that make it functional and uniquely yours. It needs appliances, furniture, and personal touches like decorations, family photos, and your favorite paint colors to truly come alive.

Similarly, your website needs more than just its basic structure. It requires thoughtful additions and ongoing care to feel complete, inviting, and reflective of your brand’s personality.

Here’s why your website isn’t a “set it and forget it” project and how to ensure it stays vibrant and effective:

Small Business Website Essentials: Moving Beyond the Basics

1. Content Is Your Furniture

   • Just as a house needs beds, sofas, and tables to be livable, your website needs engaging, informative, and relevant content.

   • Regularly updated blogs, case studies, and testimonials keep your site fresh and engaging.

2. Navigation Is Your Floor Plan

   • A poorly designed floor plan makes moving through a house frustrating. Similarly, unclear navigation confuses visitors.

   • Ensure clear paths to key actions, like purchasing a product or contacting your team.

3. Design Is Your Decor

   • Outdated or generic design can make your website feel unwelcoming.

   • Modern visuals, consistent branding, and appealing aesthetics create a lasting impression.

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Regular Small Business Website Maintenance: Keeping Your Website Functional

1. SEO Is Your Curb Appeal

   • Just as a well-maintained lawn boosts a home’s value, strong SEO practices improve your website’s visibility.

   • Regular keyword updates, metadata optimization, and backlinks ensure your site ranks well.

   • Homes that lack maintenance and periodic updates over time start to deteriorate and lose their "curb appeal." The same can be said for websites. Even a website that Google once loved by ranking high in searches will lose its "Google Curb Appeal" over time. Google may not put as much relevance on your site, which could mean your website stops appearing high in the Google Search results. Regular maintenance and updates signify to Google that this website is still relevant.

2. Security Is Your Home Insurance

   • A house without locks is an open invitation to trouble. Similarly, an unsecured website risks hacking and data breaches.

   • Update plugins, use SSL certificates, and monitor for vulnerabilities.

3. Performance Is Your Plumbing and Wiring

   • Slow load times and broken links are like leaky pipes and faulty wiring—they frustrate users.

   • Conduct regular speed tests, fix broken links, and ensure mobile responsiveness.

     
     

Website Breaks and Problems: When Things Go Wrong

Just like items in a home can break without warning—whether it’s the furnace or a leaky faucet—a website can experience breaks and malfunctions. Addressing these issues quickly is essential to maintaining a positive user experience.

1. Broken Links

   • Links can break, whether they’re internal links (connecting pages within your site) or external links (leading to other websites).

   • Broken links frustrate users and can harm your SEO. Regularly audit your site to identify and fix them.

2. Malfunctioning Forms

   • Forms are critical for customer interaction, whether they’re contact forms, employment inquiries, or other submission forms.

   • If a customer can’t contact you, it could lead to lost opportunities. Test your forms regularly to ensure they’re working properly.

   • Check Form Email Addresses: Ensure the email addresses associated with form submissions are valid and up-to-date. For example, if Steven was set to receive all general customer inquiries from the website but hasn’t worked with your business for six months, those inquiries may be going unanswered. Regularly verify that the right team members are receiving form submissions to avoid missed opportunities.

     
     

Continuous Website Improvement: Adding Value Over Time

1. Analytics Are Your Home Inspections

   • Homeowners periodically inspect their property to ensure everything is in order. Use analytics to identify areas for improvement.

   • Track user behavior, conversion rates, and bounce rates to refine your strategy.

2. User Feedback Is Your Renovation Plan

   • Just as homeowners renovate to meet their needs, adapt your website based on user feedback.

   • Implement new features, improve functionality, and test changes to enhance the user experience.

3. Content Updates Are Your Seasonal Refreshes

   • A house benefits from seasonal updates, like fresh paint or holiday decor. Similarly, your website thrives on new content.

   • Update product descriptions, add new services, and refresh visuals to stay relevant.

   • Keep Photos and Videos Updated: For example, if you’re a family-run business and your website features a photo of your family, ensure it reflects the present. If the photo shows your kids in elementary school or diapers, but in reality, one has graduated college and the other is a senior in high school, it’s time to add new photos. Fresh visuals build trust and show visitors that your business evolves with time.

     
     

Your Small Business Website

Your website is more than just a project; it’s a reflection of your business, your brand, and your story. Like a home, it needs care, attention, and a personal touch to make it truly special. By regularly maintaining and improving your site, you’re not just keeping it functional—you’re ensuring it remains a welcoming space for your customers to connect with you.

At Soma Marketing, we understand the heart and soul that goes into creating and maintaining a website. Think of us as your trusted partner, here to help you keep your digital home vibrant, inviting, and ready to meet the needs of your audience. Whether it’s refreshing your content, fixing broken links, or giving your design a modern update, we’re here to support you every step of the way.

Let’s build something beautiful together—because your website deserves to feel like home.