Has your website passed its expiry date?
As discussed this is an important question. Getting your brand and website right are the basic foundations for success in ‘Generation Zoom’. A useful place to start is to answer this very question: has my website passed its expiry date?
Your website is “best” before it’s five years old. That’s an average, but it’s a good rule-of-thumb. Technology moves on. Software gets updated. Your business develops. But your website grows old. Static. Immutable.
Your website will become old, watching the World go by. Teetering on the precipice of obsolescence; wondering when it started moving so fast. But why do websites become obsolete, and why after five years?
The four most important reasons are: security, performance, breakdowns and design. These reasons have equal weight. Any one is a cause for concern, more than one and it’s time to think about a new site. So let’s run through them.
Design matters. The internet is the biggest and most varied marketplace in the history of the World. Design changes over time, so you can fall behind your competitors. It is vital that you keep up.
Avoid clichéd stock photos. We’ve all seen them before, and it’ll make your website look generic. This, along with out-of-date design sends low trust signals as it looks cheap – even if it wasn’t.
You’ve heard it all before. Google rewards speed. Mobile users demand speed. Your website must provide speed. Old websites are slow. It’s old tech, and old code that’s to blame. You’ll have noticed this with your old laptop, or your old mobile.
Every day, every hour, this very minute, perhaps, malicious forces attempt to penetrate our defences. I am talking about hackers.
If your website is running old code then the chances are there’s a security risk. The older the code, the more likely it is that hackers have discovered security flaws. And gone on to exploit them.
The universe tends toward entropy. Or, put another way, stuff breaks. Hardware failure won’t break your website. But the complex interplay of software will introduce instability. It’s inevitable.
Eventually it will be broken beyond cost-effective repair. Keeping an old site running then becomes a poor investment.