Why is it Important to Maintain your Business Website? 3 Reasons To Stay On Top Of Maintenance

Janky websites aren't just ugly, they're problematic.

Table of Contents

Add a header to begin generating the table of contents

We hear a lot of excuses for why small business owners avoid maintaining their website. But the reality is that consistent web maintenance is crucial to having a website that effectively drives traffic to your business.

Many times, web maintenance is avoided because a business website isn’t seen as an asset. If your website isn’t converting, why invest time and money into maintaining it?

The answer? When you fail to perform proper maintenance on your website, it’s not just a matter of appearances… it may be a huge factor in why it’s not converting well.

Here are 3 reasons to stay on top of your website maintenance:

Reason #1: Your Brand Image

The most visible reason to stay on top of website maintenance is to keep your website, (and thus, your online image,) from feeling dated or irrelevant.

Imagine if you were looking for a computer, and you came across a website that looked like this:

(Source)

Now, that site was cutting edge when it launched in 1996. But today, most customers would click away as fast as possible. The impression would be that the business doesn’t care, or maybe even that they aren’t even in business anymore.

Plus, using outdated components in your themes and plugins can impact the functionality of your site, making it harder for visitors to use effectively. Having a difficult-to-use site can have a negative impact on your company’s image as well.

Maintaining your site and making sure that your templates, themes and other design elements are updated can make your image an asset, not a hindrance.

But that’s not the only reason to stay on top of your maintenance! In fact, there are others that may be even more important.

Reason #2: Your Security

We’ve talked about this in our Ultimate Guide To Securing Your Business Website, but making sure that the elements of your website are consistently updated is an important element of a good security plan.

Nobody wants to have a website that compromises their sensitive data, or the data of their customers and clients. But no matter how well you manage the risks, it’s important to keep in mind that the security of your website is only as good as the security of your website components.

Things like themes, templates, plugins can be used by attackers to gain access into your system. And the older your website components are, the longer hackers have had to discover vulnerabilities in them.

So make sure to use verified components and keep them updated. This is an element of regular maintenance that can save huge amounts of time, money, and negative perception that a security breach can bring.

Reason #3: Your Site’s Ranking

Staying on top of regular website maintenance can keep your site from looking and acting dated. And keep it safer from attack. But did you know that it can impact your ranking?

When people think Search Engine Optimization, (or SEO,) their minds usually jump straight to keywords. And yes, that’s a huge part of it! But there are other aspects of your Google ranking that have nothing to do with keywords at all… and they are tied directly to your regular website maintenance plan. What are they?

Mobile friendliness. With over 60% of mobile searches being performed via mobile device, it’s important to make sure that your themes, templates, and images are easily viewed on a mobile device. Google tests your site’s mobile friendliness, and prioritizes sites that are up-to-date on those platforms. And, while we’re at it, don’t forget about optimizing for smart speakers like Alexa or Google Home.
Speed. Google prioritizes websites that load fast over sites that load slowly. Which means that your outdated and poorly maintained website elements, (like images,) can be holding you back from a decent ranking.

Algorithms change. Platforms change. Staying on top of these elements of basic maintenance keeps your site changing with them, and can have a positive effect on your site’s Google ranking. And the easier your site is to find, the easier it can be used as an asset to drive real, measurable growth to your business.

Duke Kimball

Duke writes words, good. When he's not crafting content for The Pros, he's crafting stories, enjoying craft beer, or gourmet coffee. He is Portlandia.

Also from the Pros...

What is a citation and why it matters in SEO

If you’re trying to increase the visibility of your business online, especially locally, you’ve probably come across the term “citation.” But what exactly is an SEO citation, and why is it important? Let’s break it down simply. What Exactly Is an SEO Citation? In SEO (Search Engine Optimization), a citation refers to any online mention...

How to Make Your Website Show Up in ChatGPT

Ever wondered why your website isn't mentioned by ChatGPT? Unlike traditional search engines, ChatGPT references websites differently—through training data or Bing-powered browsing. Here’s your complete guide to optimizing your website for better visibility in ChatGPT results.

How Google Search AI Overview Works

If you’ve been using Google, you will notice that a lot of times, you don’t need to click open websites because there’s a summarized answer just below the Google search bar. These are called “Generative AI Snapshots” or Search Generative Experience (SGE). Instead of just listing webpages, Google provides a concise, AI-generated summary at the...

How Will Websites Look in an AI-Dominated Era?

As AI technology becomes more accessible, websites are poised for a radical shift—less scrolling through static pages and more interactive, real-time conversations. In this article, we’ll explore how these AI-driven sites work, why knowledge bases and chatbots are essential, and how your business can thrive in an AI-dominated era. If you’re aiming to offer a next-level online experience, read on to see what the web could look like in just five years—and why starting now might give you a serious competitive edge.

Chatbots On Websites Have Always Been Around, What’s Different Now in 2025?

Chatbots have long been the trusty pop-up helpers on business websites, but in 2025, powerful AI and Large Language Models (LLMs) are taking them to a whole new level. Gone are the days of rigid, pre-scripted answers—modern chatbots adapt to your customers’ needs, learn from interactions, and deliver genuinely helpful conversations. If you’re a business owner looking to stand out online, here’s why it’s time to consider upgrading your site’s chatbot.

5 Critical Stages of Business AI Transformation: From Customer Experience to Operational Excellence

“We need to implement AI” has become a common refrain in business meetings. But between chatbots, automation tools, and countless AI platforms, where do you actually start? Here’s the good news: successful AI transformation doesn’t require turning your entire business upside down overnight. Our experience has shown that starting with customer experience improvements creates a...

How to Transform Your Business for AI: A Practical Guide for 2025

The promise of AI transformation is everywhere. ChatGPT hit 100 million users in just two months, and suddenly every business owner is wondering: “How do I make AI work for my company?” But here’s the reality: Most businesses aren’t ready for AI transformation. Not because they can’t be, but because they’re trying to build AI...

7 Smart Steps to Start Your Business AI Transformation (Without Getting Overwhelmed)

“We need to implement AI.” If you’re a business owner or leader, you’ve probably heard (or said) this phrase recently. But where do you start? With vendors promising AI solutions for everything from customer service to operations, the path forward can feel overwhelming. The good news? You don’t need to transform everything at once. Our...