3 Ways to Make Sure Your Website Evolves

Many business owners may view their online presence as a static state: once you build an effective website, the emphasis is no longer placed on changing or adapting this presence.

As the most successful businesses have found, however, the online environment is not well-suited for a company that resists change. As the trends and shapes taken on by an online market are actively changing, they necessitate an online presence that changes with it.

Use these tips to make sure your business’s online presence is one that is evolving for the growth of your business.

1. Build a Dynamic Website

Your website must reflect the goals of the business in its structure and tool set, but this doesn’t mean the work is done after launching a site.

As Forbes notes, a website isn’t like a paper advertisement or a billboard; it can and should be changed frequently to fit new commerce, payment and advertising technology as well as design trends and be responsive to feedback.

2. Stay On the Pulse of eCommerce Trends

Ecommerce is one of the fastest growing sectors of business due to the expanding capabilities of online markets and the fact that it’s a space that is extremely receptive to innovation. As a result, trends in eCommerce are very useful to keep track of for your business.

An article from Entrepreneur suggests that a key obstacle for a growing online presence isn’t money, but rather the lack of creativity in response to trends in eCommerce.

3. Don’t Stop Tracking and Monitoring

To have a strategy of engaging online presence and effective SEO, you have to know if what you’re doing is working or not. A business that sets an SEO strategy or online customer service channel for brand engagement has to monitor the effects of these strategies.

Has your conversion rate improved as a result of changes in your online presence? Has your SEO led to more visitors to your site or social media channels?

Tracking and analyzing strategies for your online presence is key to acclaiming the returns on your investment, and knowing what to keep and what to change about your online brand management.

If you think your work is done after website creation and basic SEO, think again. These simple tips will help with an evolving business that adapts to an inherently evolving market.

Posted in SEO
Drew Berger

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Drew holds a degree in Political Science with a minor in Economics. He has experience writing in the areas of politics, economics, sports and sports business, and product descriptions. He always strives to produce unique content within a given deadline at a high level of quality.

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Georgia Potts
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Georgia Potts

Tracking and monitoring area really the hallmarks of staying on the pulse of your site. You can never rest on your laurels online. Just because your site is doing well today, that doesn’t mean that it won’t take a dive next week because of some innovation you aren’t taking advantage of.

auntieemily
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auntieemily

I agree. The online world is constantly changing, and everyone needs to stay on top of those changes.

Earl Dotson
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Earl Dotson

Keeping up is a challenge, but seeing things constantly change is part of what makes it fun.

auntieemily
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auntieemily

That is very true. It would be no fun if everything stayed the same.

Georgia Potts
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Georgia Potts

It really is. But, it can be a source of frustration, too. Just when you have it down, it changes. But then again, it keeps you on your toes and keeps you learning.

tomysole
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tomysole

Tracking can be very important, just as long as it doesn’t detract from doing actual work like creating content and getting powerful and quality links. I know I have often done too much tracking.

Earl Dotson
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Earl Dotson

It seems like it would be easy to fall into that trap. How do you find the balance between tracking and working?

hemuller
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hemuller

Google also rewards websites that add high-quality fresh content on a regular basis. By monitoring user experience and interaction you can make effective changes to your website. Great post, thanks.

tomysole
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tomysole

How does one find these websites hemuller?

hemuller
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hemuller

Hi tomysole, a website such as mashable.com provides a good mix of fresh and interesting content on a consistent basis. The design of the website also promotes user interaction.

tomysole
Guest
tomysole

These are great tips. I sometimes fall into the trap of doing to much tracking and analyzing and it becomes a huge time waster if you’re not careful. Yes, analytics can be extremely important, but I think it’s wise to be very regimented with it and set aside a time period every week to only concentrate on stats and monitoring. If you do it every day it can seriously bog you down.

Earl Dotson
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Earl Dotson

Setting aside a specific time period for analytics is a great idea. If you’re like me, it’s easy to get consumed with something if you don’t set boundaries for your time.

Earl Dotson
Guest
Earl Dotson

Setting aside a specific time for tracking and analytics is a great idea. People like me can get consumed with something if they don’t set boundaries for their time.

hemuller
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hemuller

I fully agree with your observation. It is important to analyze data, but analytics alone does not pay the bills.

Earl Dotson
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Earl Dotson

Not unless you’re the general manager of a major league baseball team (see “Moneyball”).

tomysole
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tomysole

Drew, any suggestions on how to integrate eCommerce trends into our content?

Earl Dotson
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Earl Dotson

I feel bad for those in the past whose marketing efforts were limited to paper advertisements and billboards. It’s a lot more fun to use a Web site, and, frankly, it gives you an out those other methods don’t. If your Web site doesn’t look good, you can change it. If your paper advertisement or billboard doesn’t look good, you’re stuck with it.

auntieemily
Guest
auntieemily

I agree. Their job had to be much tougher than the way that things work now.

Earl Dotson
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Earl Dotson

Maybe one day people will feel sympathy for how tough we had because they’ll have technological advantages we can’t even imagine.

auntieemily
Guest
auntieemily

That’s funny to think about, but probably true.

Earl Dotson
Guest
Earl Dotson

Speaking of funny, they’ll probably also have a few good laughs about our “primitive” technology.

Georgia Potts
Guest
Georgia Potts

I’m sure they will. I felt like I grew up in a very technological age, but my kids are amazed that there was no Internet when I was young. Somehow, we got along just fine without it.

Earl Dotson
Guest
Earl Dotson

You can not believe in evolution as a scientific theory, but you had better believe in it as a marketing strategy.

Keri
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Keri

The online world seems to change overnight, I don’t have business websites, I have sites for fans which I change every few months to keep ahead of the changing community online.

Earl Dotson
Guest
Earl Dotson

How do you know when it’s time to change your sites? Do you have a schedule, or does it depend on other factors?

Natasha E
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Natasha E

What a great post! I think it’s so important to keep track of your growth — and look at things like bounce rate, visitors, and searches. We can learn a lot from this and make changes that are necessary in order to grow!

Earl Dotson
Guest
Earl Dotson

Keeping track of your growth can be a very satisfying thing. When you look at your numbers and see real progress, it’s a truly wonderful feeling.

Linnea S.
Guest
Linnea S.

It’s great when site analytics shows you that traffic is increasing, isn’t it? The author makes a good point – that we need to be tracking traffic to our social media channels as well. Tracking and analyzing all this is practically a full-time job!

Linnea S.
Guest
Linnea S.

So true. You can increase traffic tenfold, but if the visitors are bouncing after three seconds, you’d better figure out why they’re not finding what they were looking for. Same with conversions: if they visit, but don’t buy, it’s time to re-think.

Earl Dotson
Guest
Earl Dotson

It was H.G. Wells who said, “Adapt or perish, now as ever, is nature’s inexorable imperative.” The same is true of the business world.

melissann
Guest
melissann

I need to keep focusing. It’s hard, when you have a lot of interests. This is useful, as it’s never going to work when you let things sit without monitoring, tweaking, and updating your content.

Tay H
Guest
Tay H

This is an interesting and such an obvious point. It’s hard to actually put this into practice as I contribute to multiple businesses sites but not my own.

Bethany A.
Guest
Bethany A.

Great advice. I agree that building a dynamic website is so important!

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