How to Spring Clean Your Brand Website And Why!

Ever so often we have a winter that doesn’t really feel like a Michigan winter. This year’s been like that. Middle of February and it already feels like we’re in spring. If you’ve been following my recent brand new escapades on Instagram, then you probably know this already. Good news is: spring’s a good time to get rid of things we’ve not looked at in years. The same rule applies to your brands. If you’ve got pages that have not been updated in years, it’s time to spring clean your brand website. Read on for some tips to keep your brands fresh!

How to Spring Clean Your Brand Website And Why Brandanew

Why Do You Need To Spring Clean Your Brand Website?

A spring clean will make your brand feel much lighter and ensure that your customers are not bouncing off in a confused state. There are my top three reasons:

  • Improved consumer-centricity:

You love all the amazing products you make. But the real deal is when your copy and products are compelling enough to convert and convince your customers. Imagine a customer landing onto your ‘shipping information’ page and reading information that is different from your home page. It is possible that in the course of years, you’ve updated your site at different times and have not validated or pruned out old information.

Older brand pages could potentially be non-responsive (if you’re slowly building your site for mobile devices). This can create a disjointed and frustrating experience for a user. You don’t want that. You want to shine in your 9 seconds of attention.

  • Improved time to load:

Google ranking algorithms and consumer experiences make us realize that speed to load is a critical factor for good consumer experience. You site should load within a few seconds both on the mobile and desktop. With older brand sites, without us realizing we keep increasing the size of our website database by keeping in old revisions, images and a ton of content which should basically just go! WordPress automatically saves your previous versions- so you really do need to optimize on the size to be trim and fast!

  • Updated brand presence:

Over a period of time, we may have a new logo, a new brand element or anything that’s a standout from our previous image or work. What a pity to have consumers experience something that feels different. It takes a while to build a brand image, and also a lot of investment to create something new. Why would you make it harder on your brand?

How To Spring Clean Your Brand Website

1. Minimize. Everything.

You don’t need twenty versions and hundreds of copies of the same pages and content. Optimize the size of your database and take off things that you don’t require. Here are things that are important:

  • WordPress plugins to reduce size of your site: We’ve used plugins like Better Delete Revision, WP-Optimizer and  also P3- Plugin performance profiler to optimize and reduce the size of the site. These plugins help you identify which plugins or pages may be really straining your load time. Sometimes it’s plugins you don’t even use. Prune them! Use relevant plugins/ tools for your platforms if you’re not on WordPress.
  • Reduce the size of your media library: Always go through your media library to take off images or media that you’re not using. Always upload videos on YouTube/ other platforms and then embed them. You can also use external tools to reduce the size of your images before you upload them. Any basic image editing tool should have that option.
  • Delete products/ pages that are no longer relevant: Products that are no longer available, sold out or will not be in your inventory again need to be taken off the site. With immediate effect. Don’t have them hanging in for nothing.

2. Check old copies on less frequented pages and improve them

From your privacy policy to press information to terms and conditions and most importantly “about us” page- run through these with your editing sword. The details need to reflect present times and not what you had created several years ago. You never know how a consumer may find such a page which may cause brand embarrassment or disinterest if not accurate.

3. Make sure you test speed and performance on all devices

We made a few changes on Brandanew this weekend when we were spring cleaning. At 1 am, we realized that while the site looked spectacular on the desktop, the iPad version had a few issues. It was important to go back into the maintenance mode, to avoid users having issues accessing the site. Not expected, but things do turn sometimes. And therefore it’s important to test everything and stay prepared before you get your brand site live. Always test your site on Google’s speed test tool to ensure you’re doing well on speed and have made an improvement. That may also give you hints on what to improve further.

Which parts of your brand site do you think you’ll begin with? Give us a shout if you needed to revamp and create something even more compelling! 🙂

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Upasna Kakroo

Upasna co-founded Brandanew in 2014 for the sheer love of storytelling and authentic connections. She has been blogging and documenting digital stories since 2003.
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