Jun 28

Jun 28 Is your tech company web site up to date?

Editing, Engagement, LLM, Media, Content Management, Advertising, Artificial Intelligence, Search, Technology

Are company websites, like business cards, obsolete? Or are they just too much trouble to keep up to date?

Back in 2017, I published a blog post titled 10 Tips for Improving Your Tech Company’s Website. Recently while researching opportunities for my proposal writing and management services, I reviewed over 100 tech company websites. I began to wonder if my 2017 tips still hold true today:

Update the copyright date on your front page.
Try not to sound like everyone else.
Who's running the company?
No news is bad news.
Blogging is not the same as press releases or news.
No stock photos.
How does your website look on a smartphone or tablet?
Contact forms.
Don't make users jump through hoops to get your brochures or white papers.
Pay attention to modern aesthetics.

Based on my research into IT, systems, and data management contractors in the DC area, things have evolved since 2017, but some problems persist. One thing that hasn't changed is the common failure to keep websites up-to-date. Examples include:

Outdated copyright dates.
Stagnant "news" sections.
Out of date buzzwords.
Broken links.

Technology evolves rapidly. A dated website can give the wrong impression to potential employers, vendors, or competitors searching online.

In terms of aesthetics, there does appear to have been a decline in the use of stock photos depicting happy office people. With remote work becoming prevalent, a shift away from traditional office imagery makes sense. Many defense contractors do still seem to favor images of soldiers, drones, and satellites, opting for action-oriented visuals.

Imagery and graphics related to AI, cloud computing, and cybersecurity have gained popularity as those markets have grown for contractors. Unfortunately, the variety of icons, abstract shapes, and complex technology illustrations can be confusing.

Differentiating offerings “to stand out from the crowd” remains a challenge in 2024. When I’m researchingcompanies I prioritize evidence of competence over claims of being "passionate" or "client-focused." Companies with a track record need to substantiate this with details, not just logos, badges, and market-speak.

I engage primarily with small and midsize contractors and subcontractors in Virginia, DC, and Maryland. Regarding personnel, knowing about founders, staff, and expertise areas is crucial. Ultimately, real people manage and perform the work. I want to know whom I'm contacting.

Keeping websites current comes with costs, including maintaining content, registrations, certifications, links, catalogs, and other contact lists and presentations. Keeping this network of content on and off the website current suggests the value of focusing on essential company offerings and evidence of success.

Lastly, AI engines now scrape websites for updates, influencing search engine results and company profiles. Ensuring accurate and timely information is being communicated online is crucial, alongside testing to confirm that relevant queries leading to your company yield accurate responses.