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People often make the mistake of viewing their website as a static tool – something they can build and then forget about while it goes about generating business for them. But websites are more dynamic than that.

From the software that keeps them secure to their general ‘look and feel’, they need regular updates in order to perform at peak capacity.

After all, in this day and age it’s more often than not the place where you’ll first encounter new customers; where you can showcase your offerings, make an impression, and encourage consumers to spend their money with you.

But like any shop window your website requires ongoing maintenance.

When a shop window is first installed it’s clean and fresh. It’s easy to see what’s on offer, and it compels visitors to come inside for a look.

But if it’s neglected it soon deteriorates. Dust accrues and cobwebs build up; the glass becomes dirty and marked, and sometimes even smashed by criminals trying to break in.

And, of course, window displays become dated over time. Trends change, new products emerge, and competitors come up with bolder, more impactful creations.

Your website is no different. Over time it might be attacked by spammers and hackers, succumb to automated scripts which trawl the net, or simply get left in the dust by other sites employing more advanced technology.

The end result is a site that’s not secure, which doesn’t accurately reflect the quality of your brand, and which negatively affects your ability to turn ‘window shoppers’ into paying customers.

Of course, we’re not suggesting that maintaining your site should be a constant, all-consuming exercise.

But we are saying you need to pay attention to those security update notifications you get!

If someone broke your shop window you’d get it fixed quick-smart, right? Well, your website is no different. By constantly ignoring reminders to upgrade your systems you’re exposing yourself to ever-increasing risk. Even though your site may still look and function as it always has it could already be infected with viruses, spyware and other digital diseases, and the longer you leave it the more expensive it will become to repair.

Just as it’s more cost effective to fix a minor crack than to replace an entire window, it works out cheaper over time if you regularly maintain your site rather than opting for major repairs every few years.

Of course, there are plenty of differences between running a website and owning a ‘bricks and mortar’ store. Websites function in a different sphere; a place where there are no physcial boundaries to the markets you can explore and the customers you can reach. That makes them an incredibly valuable asset, and one that warrants some care and attention.

If you have any questions or would like to learn more, just contact us.