As long as we anticipate the arrival of the holidays, the new year seems to quickly come crashing through the door often times before we have completely recovered from all the festivities and expenses. For most of us, along with a clean slate, come new inspiration for getting on the road that will achieve our goals in the New Year.
I think Lily Tomlin beautifully captures the entrepreneurial adventure with her road to success quote. As we begin another year, many of us find ourselves asking if we’re even on the correct road or have we accidentally merged onto a dead end road. Or could it be our road to success just continues to be a work in progress.
If you’re like most, we have heard that if our new year’s resolutions are going to have any chance of success, you must have written goals. As a matter of fact, people who explicitly make resolutions are 10 times more likely to attain their goals than people who don’t explicitly make resolutions according to Statistic Brain Research Institute.
In addition to the typical personal goals like losing weight, spending less and saving more, most companies have business goals at some degree. Does your company have written goals in the form of a business plan? There are many good reasons to plan that I will not get into here, but to sum it up, planning your plan will help control your degree of accountability and reduce time wasting indecision. To plan your plan, you’ll first need to decide what your goals and objectives in business are.
When it comes to your marketing plan, one of your most valuable marketing assets is undeniably your website. When was the last time you took a good look at your company website? Has it been more than 2-3 years? If so, a lot has changed as technology continues to expand like a parallel universe and your website’s design and functionality are most likely inadequate as your needs have changed. So, what are the factors to consider to determine if it’s time to pull the trigger on a new site?
Here are the main website life expectancy factors broken into two groups: your business and the site itself.
• Is your business changing fast? Any fundamental changes coming up?
• Do you run a lot of promotions or events?
• Are you in a creative or technical industry? Times change faster for some than others.
• Do your visitors have high expectations? Do you have to show (or teach) them a lot to get through to them?
• Does the site look narrow on your screen?
• Is the design “trendy” or cutting edge?
• Do you rely heavily on search engine traffic?
• Is the site difficult or costly to update?
The more times you answered “yes” to these questions, the more likely your website’s life span is closer to the end of it’s digital life span.
If you work for a large company, there is a good chance that strategic planning is quite common and a necessary part of your duties at some level. A strategic decision like developing a new website can often times end up taking months if not years to be approved. So, you must factor in the extra time in the life cycle of a website. This can shorten the life expectancy of a site even further. As a matter of fact, for some companies, a website life is constantly evolving and therefore is never completely “finished”. Long gone are the days of building a website and checking it off your “to do” list.
What does the road to success look like for your website? Is it under construction or have you let your company’s website fall into a state of disrepair as more and more cracks and potholes appear? Maybe it’s time to get to work and breath new life into your website.