Comedian Jeff Foxworthy came to fame saying, "A lot of people don't know if they're a Redneck or not", and came up with a test to help them figure it out. In this same vein, I've found that a lot of business owners don't seem to know whether or not they need to update their website. So if you're a business owner, here's a test to help you figure out if you need to update your website.

"If your website has not been updated since the Bush Administration..."

In all seriousness. If your site hasn't been updated in a LONG while (or, literally, in some instances, NEVER been updated)... You might need to update your website.

If your website looks like it was designed in 1996 (or, as a few cases I've seen, where the site actually WAS designed in the mid or late 90's, and while the content has been updated, the design of the site hasn't changed in over 20 years!

"If your website isstill displaying Logos, that the company they're for has updated more than three times..."

It is important to remember, your website is very literally an extension of your store. It honestly surprises me how many business owners who go to such lengths to make sure their store looks clean, sharp, modern, and up-to-date, are completely content to have a website that looks like it was created a decade ago, by their 15-year-old Nephew with a pirated copy of Microsoft FrontPage 98, and a copy of "HTML For Dummies" they checked out of the school library. Statistics show that over 80% of shoppers do online research before making a purchase. What that means is, your website is most likely what is going to be making that critical first impression of your business. What is your site saying about your company?

"If your website loads slower than your kid doing household chores..."

Statistics show that a visitor to a website will decide within the first 8 - 11 seconds, whether they will stay, and further explore the site, or leave and go elsewhere. So if your site is still loading after 10 seconds, a lot of your visitors are probably already gone.

"If it's harder to find something on your website than finding an Amish family in Las Vegas..."

If your visitor isn't at least well on their way to what they're looking for within (generously) the first 12-15 seconds after arriving at your site, chances are strong that they will leave, and move on to another site to find what they're looking for.

I've had some fun here, but the points I make are very serious. Your website is as much a critical business tool as your sign out front (Which brings to mind the point of Logos, but I'll save that for another article). I'll close with this thought. Even in 2024, there are business owners who don't believe that their website "speaks" for their company. Yet stop and think how many times you've been somewhere and heard someone telling the cashier (or the manager), "But your website says..." Your website is the voice of your company. What is your site saying about you?