How to Make Your Website Work For the Long Run

Your organization’s online presence is just as important as your physical location. Often, your website is a potential customer’s initial introduction to your business. So, that first impression is critical. Make sure it’s a strong one. 

The days when a website was something you could set and forget are long gone. In today’s fast-paced market economy, the websites that drive more traffic and generate more leads demand ongoing maintenance and updates. You can help your company rank higher in searches, like on Google, with search engine optimization (SEO) features like mobile responsiveness and new content. 

Routine maintenance should also include updates to website security, improved user experience and compliance with current laws and regulations (including privacy and Americans with Disabilities Act compliance). Those are just the bare minimum requirements, but here are some additional best practices that, when implemented, can help your website outperform competitors and deliver more impact to your bottom line.

1. Keep your website content fresh.

The first step in keeping your website up to date is adding fresh content often. The homecare industry is dynamic, with new products, approaches and structural changes announced regularly. Keeping your website’s content updated allows you to showcase the latest information and effectively engage potential customers. People are more likely to trust a company with an up-to-date and secure website. 

Information related to products, prices and services may change over time. An outdated website that displays incorrect information can lead to confusion and frustration among potential clients. Regular maintenance ensures that all content on your website is accurate and reflects current inventory. Building trust is essential in the homecare industry, where buyers are making decisions about their or their loved ones’ health. A trustworthy online presence can lead to increased inquiries and, ultimately, higher sales. 

2. Implement a dynamic SEO strategy. 

Search engine optimization functions hand in hand with updated website content. Search engines like Google, where people may go to find a homecare provider in their area, prefer websites that are regularly updated and consistently comply with best practices. By continuously maintaining your website, you improve your chances of ranking higher on search engine results pages. When potential clients search for information online, a well-optimized and frequently updated website increases your visibility and improves your chances of being seen. 

Too many owners make the mistake of launching their site with SEO strategies that, while certainly best practices at the time, quickly become obsolete. If your SEO strategy isn’t dynamic and adjusted to the tweaks and modifications that Google makes to its search algorithm, your website can quickly be left behind in search results. 

A perfect example of this is the recent introduction of Google’s AI Overviews, which leverages artificial intelligence to synthesize answers to users’ queries from content already indexed by Google and presents them in snapshot form at the top of the continuous scroll on desktop and mobile. The debut of AI Overviews at Google’s I/O conference this May promised that users could safely “leave the Googling to them.” Since the launch, AI Overviews have proven to be a public relations disaster for Google after users began pointing at multiple examples of incorrect and dangerous AI-generated answers, such as Google suggesting people drink urine and eat rocks. 

Google’s response was an immediate rollback of AI Overviews, so much so that Search Engine Land recently published survey results showing that in June 2024, AI Overviews only appeared on 7% of all search queries vs. 11% in May. While Google reprioritizes the generative AI language learning tool and establishes better safeguards for recognizing credible resources, search results have—by and large—returned to traditional search algorithm results. For owners, the takeaway is simple—content needs to be clear and establish credibility with source citations, and should be focused on being helpful and substantive while also being accurate.  When Google returns AI Overviews to search results, all expectations are that could the feature will dramatically change the landscape of SEO. Websites that use dynamic SEO strategies will be best positioned to be responsive to Google’s AI Overviews. 

3. Website performance indicators & user experience matter.

Similarly, website functionality and speed can impact both website users and search engine rankings. Slow-loading pages and unresponsive features can frustrate visitors and drive them away. Quality, ongoing maintenance includes optimizing website performance so your site runs smoothly and quickly. A fast and responsive website enhances user satisfaction and encourages visitors to explore further, potentially leading to more inquiries and sales. 

User experience is a critical factor in the success of any online venture. Customers expect easy and enjoyable browsing on websites. Continuously improving your site—such as identifying and addressing usability issues like broken links, confusing navigation or outdated design elements—makes it easier for potential customers to find the information they need and consider your organization. 

With the wide range of devices, browsers and screen sizes being used today, it’s important to check that your website is compatible across platforms. Routinely address compatibility issues, making sure your website is accessible to a broader audience. Whether customers are using desktop computers, laptops, tablets or smartphones, they should have a seamless experience when visiting your site. 

4. Stay compliant with legal requirements & implement security protocols.

It should probably go without saying but ensuring that your website complies with applicable laws and regulations is crucial. Laws related to website accessibility, privacy and data protection are continually evolving, so your website 
needs to stay up to date with legal requirements. This can help you avoid costly legal issues and demonstrates your commitment to ethical business practices. 

On the more technical side, cybersecurity threats are an ever-present concern for businesses operating online. Homecare and other health care organizations collect and store protected customer data, making it crucial to prioritize website security. Regular maintenance includes software updates, security patches and monitoring for vulnerabilities. This proactive approach protects customer data, maintains the integrity of your operations and avoids costly data breaches. 

In the highly competitive homecare industry, having a well-maintained website can set your company apart from the competition. It showcases your dedication to providing the best experience for potential customers before they interact with you in person. A website that stands out in terms of content, performance and security can influence their decisions and make your organization the preferred choice.