Why most business websites fail after launch and not during development

Launching a website often feels like crossing the finish line, after months of planning, designing, developing and testing. The website is live and everyone is happy that the project is finally complete. But in reality, the launch is far from the end of the journey. It is only the beginning! Many business websites perform really well for a few months after they were set live, but gradually become slower, less secure, harder to update and less effective at generating new leads. The problem however is rarely poor development, but the assumption that once the website is launched, it can be left alone. Unlike a printed brochure, all online solutions require ongoing attention. 

Content gets outdated faster than you think

While all information was accurate and put together thoughtfully for the launch with the current team members and up to date services, businesses rarely stand still. Team members come and go, products evolve and services change. Case studies become outdated, even contact information changes every now and then. Outdated content doesn’t just affect search rankings but can also reduce trust from visitors who notice the old sections quickly. Expired promotions, old news articles or even events that happened years ago still visible as upcoming, lead visitors and potential customers to wonder if the business is as neglected as its website. 

We suggest scheduling content reviews regularly, as deleting old information or updating content is significantly easier than creating entirely new pages. 

Security is an ongoing responsibility

Websites are often the targets of cyber attacks, regardless of company size or purpose. As the threats are constantly evolving, WordPress and Drupal are releasing security updates quite regularly to keep websites safe. This is where the importance of maintenance comes in. All plugins, themes and third party integrations need to be updated regularly to decrease the risk of data breaches and website downtimes. Unfortunately many website owners only discover a security problem after their site has been compromised, which can cause serious issues with saved data and is costly to recover. Regular updates, backups and security monitoring are the most valuable investments a business can make after launch, which is why at Swiss Tomato we recommend yearly contracts for maintenance that include quarterly testing and updates. 

Website performance doesn’t stay the same

When websites are launched, everything tends to work smoothly and quickly however with the installation of new plugins, upload of new content, images and databases, websites can become significantly slower with time. Hosting environments can also change, even external services like fonts and analytics tools can affect website loading times. With visitors expecting content immediately, even a few seconds of delays can increase bounce rates and reduce conversions. Performance should also be monitored regularly, and by keeping up with maintenance and updates, it can be kept optimal overtime. 

User expectations never stop changing

The only thing that changes faster than the internet is its users expectations. Design trends evolve, accessibility standards improve, new technologies become available every day, even mobile devices change. Features that were modern a few years ago can now feel old and outdated. Website owners need to keep this in mind and keep evolving. Often regular small improvements are more beneficial than needing a full redesign every few years. 

Websites are a long term investment for businesses, of which, the most successful are generally not the ones with the biggest launch budget. Contact us at Swiss Tomato and start giving your website the attention it requires so it can help your business grow in the long term!