When was the last time you looked at your website? Is all the content up to date? Have you made any updates to it since your web designer said it was live?
My wife had inkling to go to a restaurant we had not been to in years as it was on the other end of the city. We searched to find their website and found that it looked like the same ole place, same food, and same atmosphere so we were excited to back.
I looked specifically at their hours of operation on their website to make sure it was worth the drive. Yup, open Monday – Thursday and Sunday 11am to 9pm, Friday and Saturday 11am to 11pm. But when we got there, they were closed with a sign on the door, Closed Monday’s.
A sign on the door is too late, we’re already there. This is not only a failure to use your website effectively, it is an experience failure. We have now gone from excited to disappointed, to we don’t trust the website to be accurate including the menu, pricing, atmosphere, and most of all the food. Essentially the brand trust is now completely broken. Additionally, there were other cars pulling into the parking lot expecting to dine at this restaurant that night as well. Now there is no way of knowing how many of the other hungry diners also went to the website, but it seems logical in this day and age that several check the website for an address, hours, or menu.
Having a website is not enough, in fact not keeping your website current is worse then not having one. The online experience sets the tone for the brand experience. Actually, you should be updating and adding fresh content on a regular basis to help with search engines, and to build a loyal audience because a fail online leads to a failed brand experience. Again I ask, when was the last time you looked at your website to make sure it is displaying current and relevant information?