Did you know that organizations update their website, on average, every 2-4 years? While this seems to be quite frequent, if you think about your website in terms of technology, four years is a very long time.
Technology has been advancing at a breakneck pace, and your business or nonprofit has to race to stay on top of it. Just since 2013, we’ve seen the adoption of the smart phone, the start of smart watches, selfies, touch ID and facial recognition. Apple watches have added GPS and health tracking capabilities. Social media introduced the “selfie” and innovative accessories like the “selfie stick” for capturing better pictures. Touch ID has evolved to allow for easy sign-on to apps and even allow for payments (i.e. Apple Pay). Snapchat has taken off, Instagram now copies Snapchat. And perhaps most notably, 2013 was also the beginning of responsive design (Mashable). As a result, website experiences have had to change significantly—from the way websites are designed and developed to the Content Management System (CMS) used and search engine optimization (SEO) strategies.
Responsive design is a must-have
Responsive design means that a site’s content and images respond to the dimensions of the devices its site visitors are using. Simply put, a website is easier to navigate with responsive website design. Easy navigation encourages visitors to explore your content and engage.
It is now considered a common practice to make a website mobile-friendly, mostly out of necessity. According to Adobe, on average, 83% of global consumers report they are multiscreen, using 2.23 devices at the same time. People have come to expect the best possible website experience on every device they own. 53% of mobile viewers will abandon a website if they have a poor mobile experience. Thus, the overall user experience is just as important as having a responsive design.
If you’re a nonprofit organization and don’t really see the point in making your website mobile-friendly, consider this:
A study conducted by Blackbaud showed that, on average, nonprofits see a 34% increase in their conversion rate when they have a responsive website and responsive forms. Mobile giving is also on the rise. In 2017, 18% of all donations came from mobile users.
Your supporters are no longer just visiting your website via a desktop computer, so your website strategy and design must accommodate. If you don’t, you run the risk of driving mobile-browsing potential supporters away.
Brush up your SEO
If you don’t keep your SEO and content up-to-date, you could fall in search engine rankings. Search engines regard updated content more useful to users than out-of-date, dusty content. Mobile-friendly and responsive sites are also ranked ahead of websites that aren’t. If your website is not mobile- friendly, your organization is losing out.
Without a mobile friendly website, only a heavy lift in digital advertising spend can help you out-rank your competitors. If you’re a small business or a non-profit organization your budget may be limited, so a long term digital advertising strategy is not a justifiable fix. This is why a mobile-friendly site is a great—and important—investment, especially for those who have limited long term advertising dollars for paid search.
Note: Spotted Monkey Marketing has options for budgets of all sizes! Contact us for more information on small budget friendly marketing plans.
New code, new protection
Hacking and cybercrime is on the rise. By updating your website, you ensure that the code is up-to-date with the latest patches. Plus, it’s easier to update your site in the future.
Every year web standards change radically and techniques to build web sites become more advanced in order to comply with the latest standards. If your site was developed several years ago, it probably has a lot of unnecessary HTML code, and may be slowing down your website loads speeds – which may in turn impact your ranking in the Google search results. Not to mention it leaves you open to cyberattacks.
If your old website is hacked and you think your nonprofit does just fine with Facebook, you don’t need a website – you are wrong. It’s the digital age! Everyone is looking for quick access to information. Without a website, your nonprofit’s reach is severely limited.
Spotted Monkey Marketing offers web hosting and design services for nonprofits at a special rate. If your budget is very tight, consider signing up for the annual Website Thru the Night 24-hour site building marathon. You provide your information, and a crack team of web engineers will build you a quality website. For more information on the event, click here.
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