Why post-launch maintenance is essential to your online success avoiding the ‘launch and forget’ pitfalls
A website is like a garden – it requires regular care, attention, and nurturing to thrive. However, often with WordPress websites (in particular), the perception that a website is ‘complete’ after launch and requires no further investment. This is one of the biggest misconceptions among businesses, that they can ‘launch and forget, particularly small and medium enterprises.
“The only constant in life is change.” – Heraclitus
The truth is, your WordPress website – or any website, for that matter – is not a static marketing asset. It’s a living, evolving digital asset. The launch is not the finish line; it’s just the beginning – a starting point of a long-term strategy and investment in your online success.
Visual Identity specialises in creating WordPress websites that deliver results. We also ensure that our client businesses understand the truth: a well-maintained, strategic website is one of the most powerful sales and marketing tools you have in your growth strategies.
Here’s why post-launch care is crucial and what you need to make sure your website working hard for your business.
1. Weed out the problems – avoid launch and forget…
…technology evolves and your website must keep up!
The digital world is constantly changing. Browsers release updates, devices improve, and Google adjusts its algorithms. If you leave your website unattended, it will soon fall behind:
- • Compatibility issues: What looked perfect on launch may display poorly on the next generation of iPhones or tablets.
- • SEO decline: Search engines favour fresh, relevant, and fast-loading content. If you don’t keep up with best practices, your rankings will suffer.
- • Security risks: WordPress sites require regular updates to plugins, themes, and core software to protect against vulnerabilities.
Top Tip: Run regular audits and updates to ensure your website keeps pace with technology and maintains optimal performance.
2. Cultivate your content – don’t launch and forget…
… your customers change and your website should reflect this
Your audience’s expectations, habits, and pain points evolve. What worked for them last year might not resonate today. Websites that fail to adapt quickly lose relevance.
- • Have your products and services changed? Or are they presented in a way that aligns with your customer’s current needs?
- • Does your content need to change? Does it answer your audiences’ current questions or address their challenges?
Top Tip: Regularly revisiting your audience’s needs through analytics, surveys, and feedback ensures your website remains customer-centric.
3. Water your website regularly…
…content overload can dilute user experience
Without a content strategy and governance in place, websites often turn into ‘content dumping grounds‘. Well-intentioned updates can result in cluttered pages, broken navigation, and confusing messaging. Strong content will improve the user experience.
- • Do you need to review your content? Does every piece of content add value to the user? Is it time to purge your content and remove anything that is not adding value?
- • Do you regularly review content? Review content and structure to keep the site organised and easy to navigate.
Top Tip: VI helps businesses maintain a clear and focused user experience, ensuring every update supports your brand goals.
4. Prune for perfection…
…performance declines without ongoing maintenance
A site that was lightning-fast on day one can slow down over time. Reasons include bloated databases, unoptimised images, unused plugins, and outdated code. A slow site frustrates users and damages your search rankings. Performance optimisation should be part of your regular website care plan, including:
According to Google, a delay of just one second can reduce conversion rates by up to 7%.
- • Speed audits
- • Image and file compression
- • Code clean-ups
- • Database optimisation
Top Tip: Regularly update and streamline your site—delete unused plugins and compress images to keep it fast and user-friendly.
5. To cultivate success – never launch and forget…
…SEO is a marathon, not a sprint
Search engine optimisation isn’t a ‘set-it-and-forget-it’ task. Google and other search engines prioritise websites that provide fresh, high-quality content and an excellent user experience. To stay on top of search results, you need to:
- • Regularly publish blog posts, case studies, or updates
- • Optimise pages based on keyword trends and audience search behaviour
- • Link building. Build internal and external links
Top Tip: VI experts can help you develop a content strategy that keeps your website relevant, visible, and performing well in search.
6. Your website is your digital salesperson – invest in it!
Your website works 24/7, answering customer questions, generating leads, and driving sales. But would you expect a real salesperson to perform at their best without ongoing training or tools? Think of your website as your hardest-working team member. Give it the care and resources it deserves.
- • Implement regular User Experience reviews to ensure visitors find what they need without frustration.
- • A/B testing can help optimise key conversion points like contact forms or product pages.
- • Strategic updates based on analytics allow you to capitalise on what works and improve what doesn’t.
Top Tip: Treat your website like a top-performing employee—invest in updates, tools, and insights to keep it delivering results.
Post-launch website services
We don’t just build stunning WordPress websites – we build partnerships. Our post-launch services are designed to ensure your site grows alongside your business:
- • Website Maintenance: Regular updates, backups, security checks, and technical audits.
- • Performance Optimisation: Keeping your site fast, smooth, and reliable.
- • SEO and Content Strategy: Helping you attract and retain visitors.
- • UX Reviews and Enhancements: Ensuring your site converts visitors into customers.
- • Analytics and Insights: Providing data-driven recommendations for continuous improvement.
Your website is no different
To stay effective, relevant, and competitive, it requires regular care, updates, and strategy. Businesses that treat their websites as ongoing assets, not one-time projects, consistently see better results in traffic, leads, and sales.
A great example is our work with Machins Solicitors, where we developed their WordPress website and continue to support them with a range of services, including performance optimisation, content strategy, and regular updates. Their ongoing investment, paired with our expertise and the flexibility of their easy-to-use CMS, ensures their site remains a powerful tool for their business.
If you’re ready to ensure your website delivers long-term value, Visual Identity is here to help. As Milton Keynes’ leading WordPress agency, we provide the expertise, creativity, and ongoing support you need to keep your website performing at its best.
