Two years may not seem like a long time. If you last upgraded your website two years ago, chances are you still feel as though it's brand new. But websites are a lot like the contents of your refrigerator's vegetable drawer; leave them unattended for even a short period and their keen edges begin to wilt. 

To remain relentlessly relevant, here are 5 things to consider upgrading, at least every couple of years: 

1. Mom 'n Pop Betrayers 

Small business owners are often justly proud of their humble origins. But humble origins stories should be kept to a bare minimum, and buried somewhat within the 'about us' page. That much is fine. But they should not form the primary tone of your marketing, and you should certainly avoid leading with photos that show your early days working with cousin Lettie in the back kitchen. Many premium global brands also have humble, mom 'n pop-store origins. But they don't use those origins, in either word or visual form, in their marketing, because they convey the wrong message. 

2. Photos: 

Photographs matter greatly on a website. Even relatively simple text can be elevated by the high-end feel of photos. How high quality are your visuals? And your profile pictures? Quite often, the profile pics we use on websites were already two or three years old by the time we uploaded them. Two years later, people are comparing faces and saying, 'Is that YOU?' 

3. Testimonials:

Have you helped any clients to get serious results within the last two working years? Collected any powerful testimonials to share? Place them front and centre on your upgraded site. Results matter greatly to shoppers browsing your site. 

4. Points of Focus:

As your industry experience grows and matures, you tend to understand, with every greater clarity and precision, precisely what your top clients are looking for. You learn to speak that language and hit those hot buttons. Is your marketing collateral reflecting all these passion points, these hot buttons? Or does it still sound like the entry-level version of your offering? 

5. Deletions: 

What don't you offer any longer? What isn't selling? What's looking and feeling a little tired and dated? Top experts tend to advertise a narrow range of high-end, high-desire offerings, rather than a smorgasbord of low-end, low-interest options. Think of your lesser offerings as diluting your message, then remove them from your site. You don't have to be all things to all people. Focus on the top-end, bestsellers. 

Your website is your primary ambassador to the outside world. It is your digital CV and your first port of call for potential clients. Keep it cutting-edge relevant, and you can own your industry.  

Douglas Kruger is a professional speaker and business author with Penguin. He presents keynotes on innovation and expert positioning at confereces around the world. See him in action, or sign up for his motivational newsletter, at www.douglaskruger.co.za