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There are a lot of reasons why you might direct your local web design company to make changes to your site. Maybe there have been changes to the underlying business and these need to be reflected in the site’s appearance and content. Or maybe you’ve gotten feedback from visitors which revealed where there’s room for improvement.

Maybe you haven’t utilized a web design company in several years and your site is just starting to look dated. Periodic redesigns are a good practice, especially if you’re in an industry where staying modern and keeping up with today’s culture are important.

But it’s also worthwhile to bear in mind that aesthetic preferences aren’t the only things that have changed over the years. As the industry develops, a local web design company acquires more and more sophisticated tools. And these can help uncover how to improve your site in ways you might never have imagined.

If your local web design company also possesses expertise in digital marketing and search engine optimization, you should ask them about auditing your site’s content and performance. The direct feedback you receive from visitors might tell you how they feel about the site, but it’s unlikely to tell you how they behave when they’re on it. But that is a major component in the success of its message.

With an SEO content audit, your local web design company should be able to determine which parts of your site turn visitors into customers, and why. An audit can reveal what brings visitors to your site, but also what makes them stay. And it can help you to figure out whether those visitors are getting the right information, in the right order, the first time they look for it.

It’s easy to look at a website and say it seems good enough, especially if it’s been professionally built by a local web design company. But if you and that company are both willing to look below the surface, you might find any number of subtle but important details that guarantee its performance is as good as its appearance.

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