In 2018, it’s common knowledge that websites require maintenance. Beyond the continuous technical changes that come from operating system updates, users are bringing new expectations and devices into the mix.
According to a recent survey of 351 small business owners and managers, over 90% of small businesses plan to invest in website upgrades this year to keep up with the shifting landscape. The survey was conducted by The Manifest, a B2B news outlet based in Washington DC.
Above all, small businesses are aiming to improve their website content in 2018. Approximately one quarter (22%) of small businesses will explore traditional content marketing methods such as blog posts, white papers, and ebooks.
Additionally, many small businesses will also experiment with video content. Popular types of videos include introduction videos that enhance an “About” page, unboxing videos that display new products, and commercial- or trailer-style videos designed with an eye for going viral. Overall, web traffic is expected to increasingly favor video in the future.
Following website content, nearly 1 in 5 (17%) small businesses plan to improve their website security to combat growing threats from hackers.
In addition to common security upgrades such as tightening web forms, all small businesses should prioritize obtaining an HTTPS certificate that authenticates their website with users’ browsers. Failure to do so could result in penalties from popular browsers including Google Chrome.
Finally, nearly 1 in 5 small businesses (16%) small businesses will invest in updating their user experience. By testing small changes such as the placement of calls to action or the flow of online payment, small businesses have the potential to unlock greater conversions and increase user satisfaction.
To accomplish these website upgrades, more than half of small businesses (52%) report that they rely primarily on their in-house staff. More than one third (36%) also use DIY website builder software such as Squarespace or Wix to build and maintain their websites.
Additionally, more than one third of small businesses (35%) hire freelancers or consultants to help with their website. For small businesses relying on a combination of in-house staff and DIY website builder software, hiring freelancers or consultants for short term website projects can achieve a higher level of sophistication while typically keeping costs relatively low compared to hiring a full web design agency.
Overall, as small businesses move forward with their plans for upgrading their websites in 2018, they will encounter an increasingly sophisticated audience that has grown accustomed to the smooth, frictionless website experiences offered by major companies such as Facebook and Amazon.
Michelle Delgado is a Content Developer and Marketer at The Manifest, where she primarily reports on web design.
