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May 24 2019, by Sarah

Is your current website negatively impacting your brand, causing you to lose business?


It’s been sitting on the back-burner for a little too long now, and it looks fine if you don’t really look at it, right? We’re talking about stale websites – the kind that leave you wondering “When was this site last updated?” and “Are they still in business? I can’t find an online pulse anywhere!”.

One of the biggest mistakes business owners can make is forgetting about their customer’s online experience. We know from our own experience as business owners that you can get (very easily) caught up in your offline business practices, which may bring momentary results – but this will not get you where you wish to go in the end!

The negative impacts of having a stale website are numerous, but there are a few that you should be aware of immediately (if you aren’t already!). We’ve compiled the top three factors that negatively impact your brand and ultimately will cause you to lose business to your competitors. So, take a quick read through the three factors below whilst keeping your website in mind:

Your website feels complex and/or non-cohesive.  

As far as website layout goes, always keep it simple and reflective of your brand. The simpler, cleaner, and easier-to-navigate your layout is, the more difficult it is for your website to go stale (think about timeliness appeal). Too much style impresses but quickly tires as time goes on. If you’re a smaller operation, opt for classic grids and proportionate content: a simple design with enough empty space for the eye to breathe.

The impact: If your website styling is not a direct extension of your brand, you’re diluting your brand and reducing the capacity for users to recognize your brand in other settings. When a potential client or customer notices this it decreases your credibility as a professional business – leaving you open to a competitor who has an incredibly cohesive, on-brand website to one-up your efforts.

Your website lacks at least one (obvious) call-to-action, or has way too many!

We’ve said it before, and we’ll say it again…you must have at least one apparent call-to-action on your website. This is an opportunity that cannot be ignored but is surprisingly forgotten about by many businesses. However, call-to-action overkill can happen if you don’t consider your design hierarchy. So always keep in mind that there’s a balance that must be achieved on your website!

The impact: Not having any call-to-action instances on your website GREATLY reduces the chance that a potential lead will make the first move and contact you. Imagine a house with no obvious front entrance, the chances of a someone taking the time to hunt down another entrance is slim – they will simply move on to the next house with an obvious front entrance! Learning the art of an enticing call-to-action is a must. On the other hand, there can be too many call-to-actions integrated into a website. While it might seem like a wonderful idea to give your website visitors a variety of doors to choose from, it can often back fire (think of the classic scenario of being in an ice cream shop, with too many flavors to choose from!). When you present a plethora of potential actions for a visitor to take, there’s a very high chance they will avoid all of them. Take time to understand where your website lands on the call-to-action scale and make adjustments as needed.

Your content is getting really stale.

If major search engines have started forgetting all about you, then your website is getting stale and it’s time to do something about it. Google, alongside most other search engines, pride themselves on not delivering old, unused results. Broken links, stale information, and irrelevant or low-quality content is out; fresh, helpful material is in and ranked highly. When users approach Google with an inquiry, they should be able to trust that the most relevant and recent content, from websites that are kept up-do-date and buzzing, will be presented. If they weren’t getting the best results, they wouldn’t be coming back.

The impact: With this in mind, the more you leave your website without fresh content that is sharable and relevant, the more you slide down the search engines’ lists of results and in the end, you might even disappear. Who will take your place then? That’s right – your competitor.

Some additional food for thought…

Imagine a restaurant that has a neon sign that reads “Good Food”. Eventually the “d” in Good and “ood” in food becomes worn out. The sign now reads (you guessed it), “Goof”. The locals who know of the restaurant probably chuckle, but would a stranger take a chance on it? Probably not. If a restaurant cannot take care of their signage, how much care would they put into their food? Appearances count.

When people come in to your place of business is the furniture ratty and is the lighting burned out? Of course not! You want to give customers and potential leads the best possible impression of your business. So, ask yourself, are you satisfied with keeping your outdated website?

Start your creative journey today.

If you’re feeling unsure about the state of your website you can start by ask yourself a single, important question: Is my website as a whole working hard enough for my business? If you answered no or are simply unsure – it’s time to start investigating how you can better connect and resonate with your potential clients through your website.

You’re invited to a complimentary introductory call!

Let’s get acquainted and learn more about you! Start strong by answering a set of thoughtful questions here and we’ll reach out to schedule your call.


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