How often should you evaluate your website?

From content to design, websites should be consistently evaluated and set-up with the end user in mind. Fresh content, consistency and reliable functionality keep audiences loyal. What are the parameters around how often your website should be updated or evaluated? There really isn’t a hard and fast rule.

Best suggestion: always and regularly. 



Prioritize updates based on usage and analytics

• Pages most often visited require regular updating: blogs, news feeds, sales. Keep your audience interested in coming back for information relevant to them.
• Use your analytics to drive your updates. Measure engagement of posts, content and promotions.
• Outline a content calendar to keep ideas and engagement current.

Clean house and eliminate clutter

• Remove repeat information where not relevant
• Make your home page easy to read and navigate. Use white space. Simple is best.
• Check for missing content. Ensure the user’s experience is fulfilling, not left to wonder.
• Organize content in categories and with the navigation it matches. For example, volunteer information belongs on a “volunteers” page; upcoming events listed on a “calendar” page, etc.
• Double-check your links. There is nothing more frustrating than clicking a link, only to be told “page cannot be found.” You can do this manually or use online link checkers such as Link Checker or Online Broken Link Checker. Just insert your website URL and run a broken link test. AND, make sure they are set to open in a separate window! This makes it easy for the user to get back to your site. 
• Update the “last updated” footer information on your site if not automated to update for you.

Optimize functionality – make sure you are found

• Think responsive: Is your site viewable on a mobile platform? If not, you are missing an entire consumer segment and possible donor reach. Things to consider: Does your site load quickly? Do you specify call-to-action? Can users interact with ease?
• Is it searchable via numerous search engines? Use Keyword Discovery and the Google keyword tool at regular intervals for keyword research.

Consumer habits and needs change. Review of your website must, too. Regardless if this responsibility falls into your lap, or it’s delegated to another team or person, it may be best to bite off in small chunks. Review certain pages monthly, review links quarterly, redesign content semi-annually. It’s essential.