As the old saying goes, you never get a second chance to make a first impression, and your website is no exception. To ensure that your site creates a positive impression, you need to keep it well maintained. Considering that a website is one of the most important marketing tools, marketers should be mindful that even small site issues can quickly add up and adversely affect brand perception. For instance, a poorly organized product website can frustrate users and negatively impact sales. Similarly, an informational website with stale content can drive users to get their information elsewhere. In short, a poorly maintained website spells risk for your brand. Though I wish they were a rarity, poorly maintained websites are anything but. In fact, you’ve probably been a victim of one yourself—I know I have. For example, I recently went online to buy a pair of boots. Because I knew exactly what I wanted, I went directly to the manufacturer’s website. Fortunately, I found the boots in my size, and immediately added them to my shopping cart. But when I tried to check out, I received an error message that my cart was empty (even though it clearly wasn’t). So I…
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