Strangely enough, there is a number of situations, when optimizing a website will only be a waste of time, money and, possibly, a business opportunity:
]]>Strangely enough, there is a number of situations, when optimizing a website will only be a waste of time, money and, possibly, a business opportunity:
When there are only two obvious cases, they are too popular to ignore them. In short, if you don't have anything useful to offer to the people, you don't deserve to be in the top seach results. And it will be not only insanely hard to promote your website under these conditions, but it will be absolutely pointless, because the people will leave your site immediately and will not use your product.
Alternatively, there are cases when implementing basic SEO and usability principles will not only boost your website visibility, but will also save you lots of time and money. Naturally enough, this happens, when you only create your website or its elements and don't think about traffic:
In essense, you could:
While the above tips are simple, they are not only aimed at the people, but will also help you with the search engines.
Ideally, you need to think hard about every action you will do before you create your website. You need to think how you can integrate all the website elements during the design process, how to write for the people with the search engines in mind and how to market most efficiently (naturally, essentially).
As you can see, though the tips may sound simple, the overall preparation process may take a while. If you know how to go around creating and optimizing a site yourself, you should be good enough. However, if you are new to the whole Internet thing and want your website not only to be created for your customers, but also with the search engines in mind, working with a search engine optimization consultant may prove an efficient way to establish an online presence.
The whole website promotion idea, especially from the social marketing perspective, is about the value. In fact, everything is about the value and the cost of something. To build a successful website, you already need a valuable product beforehand and only then you need to think about creating, optimizing and promoting your website.
]]>One of the most important things to do is to decide, whether you need outside assistance or not. Sometimes, this may be the core factor of (dis)satisfaction, when working with a site optimization person.
]]>One of the most important things to do is to decide, whether you need outside assistance or not. Sometimes, this may be the core factor of (dis)satisfaction, when working with a site optimization person.
There are a couple of things to have in mind:
The above list should be good enough to consider before you start looking for someone to improve your website. Having answers to the above questions will ensure that you will get what you want from the website optimization expert you are about to find.
That is perhaps one of the trickiest parts here. You need to find someone you don't know, that someone has to have superb skills to work on your site and you have to trust him/her. Tough call.
That's why the best thing to do is to know the site optimization developer beforehand. A referral is the best way to find a good one. This way, you will know more about your future partner, you'll know he/she has the right skills, you'll get a vote for proven results and you'll trust this person more (because your friend/referree knows him).
Let's see how you can get a referral:
However, there may be cases that getting a referral is pretty impossible for a number of reasons (you are just starting and you don't know anyone who'd recommend someone to you). Then you'll have to use other venues.
The tricky part here is that you'll need to estimate the quality of the skills/work in the area you are about to use the services in. You'd better know how to do that, or you'll be risking hiring someone less knowledgeable. Of course, you can check the testimonials and find client projects on the site optimizer's website, but that requires some industry knowledge as well.
There is another possibility here. Suppose, you know someone who knows his way about websites, but won't do the job for you (your web designer, for instance). You can ask the person to find the right person to optimize the site. Of course, it'll depend on the web designer now, but if you know your web designer is quality and trusted enough, you should be fine.
That all being said, finding the right website optimization developer/consultant is not the end. You'll need to describe what you want to achieve with your website and discuss other interesting things as well.
Read more in the "Best way to seek a SEO person" thread at Cre8asite Forums.
Here what you have done before seeking for the specialist comes into play. You should be pretty determined to use the services and you need to know what you expect to get. Step no further, if this isn't so. Research the topic, study your website, do anything to make up your mind, if you need.
Generally, the services price of a single man developer/consultant should be affordable. The best thing, however, is that you'll get excellent return on investment on your money, as you'll be getting more traffic, conversions and sales after the website optimization professional finishes his work. So it is not advised to bicker about the cost. If you do, someone with enough requests will drop you for someone more interesting. Why risk it?
Anyway, suppose you have agreed to work. Now you'll need to explain where you want your site to go. Here's what the specialist will need to know:
Of course, the list is not complete. Each expert will has his own requirements. Discuss everything you both need to know beforehand.
And another thing. Once you start working with a person, trust him/her. If you don't trust the person, don't expect good results and don't argue. You'll ruin your both time, experience and work quality.
If you do trust, after you are done negotiating the project, rely on his experience and skills. Don't tell him how precisely to do his job. It is his/her job, not yours.
It'd help, if you paid at least 50% up-front. This will ease the developer/consultant and allow him/her to work efficiently. If you know the person or have full confidence in him/her, feel free to pay 100%. You won't be disappointed.
If you need to tell the site improvement person something important, don't hesitate to do so, though. It may very well save time or make the work more efficient.
Alright, the work was done, you have paid and are browsing your newly optimized website. How to see that the work was good for your website, your customers and you?
Of course, the first kind of information you'll need is your traffic, conversions and sales statistics. If you don't have them (poor you), you'll at least need to estimate the total profits from the website in the month or two after the work has been completed.
If the numbers have gone up, you are in good shape. You can write how much you liked working with the professional, tell him/her about your increased profits. Be are precise as possible and allow him to publish your testimonial on his website. Though not obligatory, it is a nice touch and another way to say 'Thank you' for his/her work.
If the numbers don't change, there may be a couple of reasons. One may be that you don't have enough traffic to notice any difference (you just launched your site, don't have enough links, etc). Another may be that you didn't have enough. You need to wait long enough to see what at least several thousand unique visitors have done on your website after the work has been finished.
If the numbers have gone down, talk to your website optimization consultant. See what he responds. If anything, you can ask another expert to review your site. If you are not convinced on the quality of the work done, you can post your website for review on forums, such as Cre8asite or SEORefugee.
But be advised that not trusting the quality of the person you worked with will noticeably deterioate his desire to work with you. Only ask outside help when you can't get your doubt disappear. Explain that you simply need more proof, that you are in two minds, but you don't doubt the work quality. Show your respect to the person, who has done his/her best to help you and your website.
It'd be great, if you knew the real basics on site optimization to be able to judge the quality of work. You may know which keywords to use, how to place them, how to make your text readable to be able to see whether and how these parts of your site were affected. However, talk to your developer about your doubts, if you have them, before asking someone else. Knowing something doesn't make you someone to tell the expert how to do things.
In any case, be thankful for the expertise, knowledge, skill and effort the website optimization specialist has put into your work.
It is no doubt that you'll want to improve your site further, after you have seen the ROI. It doesn't mean that the work you received was low quality. It means that you didn't invest enough to ensure complete website optimization, as there are hundreds of aspects that affect your site effectiveness.
Suppose you started with SEO. Then you'll want to improve site usability. Then it may be accessibility. Then you may want to improve your converting pages one by one to ensure maximum conversion. All this will require one or two consultants and several projects you'll be asking them to complete on your website.
Whatever you decide to do with your website, be sure to know where you are going. With confidence, you'll be more likely enjoying your way.
]]>Update:
Post your myth or a comment in the comments below or send it to yuri @ improvetheweb.com.
Alternatively, you can discuss SEO myths at the Cre8asite Forums.
]]>As it always happens when learning something, some things evolved and some things remained constant. A lot of information (articles, tips on forums, blog posts, etc) illuminate a certain aspect of website optimization and you either become more confident in your current knowledge or update it with the new information.
]]>As it always happens when learning something, some things evolved and some things remained constant. A lot of information (articles, tips on forums, blog posts, etc) illuminate a certain aspect of website optimization and you either become more confident in your current knowledge or update it with the new information.
I have learned website optimization in several steps. First it was content. Guess that's why I am fairly good in writing (after two years of practice, I'd better be). Then it was on- and off-page search engine ranking factors, HTML/CSS, usability and accessibility.
What changed was the depth of knowledge in why some things work and some don't. What remained the same was the focus on filtering techniques that help improving website performance (speed and sales).
Funny thing is, though, that first I thought SEO was everything. The next thing I thought was Internet marketing. Then I thought website usability is the key. But what has everything of the above in common is website optimization.
Why website optimization? Anything that is aimed to improve (optimize) a website, be it from a SEO, marketing or usability point of view, is a website optimization technique. Pretty simple, eh?
What fascinates me for now is how everything settles down pretty precisely when you start calling the process of working on your site 'website optimization'. Sure, there may be purely web development things that you may need to do, but if your site is ready, everything you do to it is a process of improving your website, or website optimization.
So, is website optimization the next big thing or not?
]]>An optimized web design is one that is search engine friendly. Its structure must be recognizable for the search engine spiders and crawlers. Optimizing web design is done for the purpose of making your website more navigable and spiderable for the search engine spiders and crawlers.
Here are four of the most important elements of web design that you must take into consideration as you endeavor to achieve a more search engine friendly web design:
The HTML codes that you use on your web design must be in compliance to the HTML standards widely accepted on the internet. Non-compliant HTML codes make it difficult for the search engine spiders and crawlers to spider the entire website and index it. This implies that it would be impossible for a website using non-compliant HTML codes to rank well on the search engines and its result pages.
What is the use of a CSS Stylesheet in your web design? CSS Stylesheet allows you to standardize the overall appearance of your website. You can either use internal or external CSS; however, it is advisable to use the external CSS Stylesheet rather than the internal CSS stylesheet. This is due to the fact that external CSS Stylesheet allows your HTML codes to be concise.
External JavaScript must be utilized in creating the multiple level navigation menu of your web design. This allows you to separate the HTML codes from JavaScript. Remember that the search engine spiders and crawlers find it easier to read plain HTML files. An effective web design optimization recommends this separation rather than the usual navigation menu in Javascript.
Although some resources tell you to quit using graphics, you can still use it in your website. But you have to minimize the file size of the images you will upload. And remember that the search engines prefer text rather than graphics so you should avoid using a lot of graphics on your website especially on the top portion of the page.
These elements need to be optimized if you want to come up with a search engine friendly web design. And more than this, an optimized web design adds to your website's chance of getting higher rank on the search engines and its result pages.
This article is written by nPresence an online web marketing agency that specializes in Search Engine Optimization, Pay Per Click advertising, Content Management Systems, Web Design, Conversion Tracking and Analysis. For all your all your web marketing needs, please see Web Design Services.
]]>The paper is almost two years old so forgive me if you've read it. Like I said it was new to me and whether you've read it or not I think it's worthy of discussion. It might seem obvious in a user centered approach that you find out from users what they want and then give it to them. But is asking users and giving them all the foucs really the best approach?
Yes, you should work to create a site for your users. In fact if your users aren't a central concern when developing your site you may as well not bother developing that site. The question is how much should what your users say they want be at the center of your design.
People's words and actions aren't always inline with each other. We all know people who insist they want something, but when they get it they hardly ever use it. The same thing can happen when asking users what they want from your site. It's quite possible they'll tell you one thing while really wanting something else. Or they may think they prefer something when in fact that something makes the site harder to use.
The Constantine paper talks about taking user centered design to the next level and calls it user performance design. Instead of focusing on what our users want we should instead focus on what makes their tasks easier.
Instead of focusing on user experience we should focus on user performance. I don't want to give up on providing a good experience to visitors of my site, but I agree that it's improving their performance on the site that's most important. And improving how well people can interact with your site will improve their experience.
Recently I've been involved in a small business forum thread where the thread starter urged people not to ask for reviews of their website. The conversation is really about something different than what I'm discussing here, but should you trust what people say about reviews of your site.
Asking your target market what they think of your site can yield valuable market data, but how much should you trust it. If you target audience prefers a certain color for instance does that mean you can't use any other colors? What if your users say they like websites that are heavy on images and Flash. Should you ignore the fact that it will slow the site down, possibly to the point where your visitors won't wait around for the Flash they wanted to load?
One of the other ideas in the Constantine paper was that focusing too much on what users say they want can stifle innovation. I think this is a very important point. Usability often goes hand in hand with convention and with good reason.
If visitors to your site are used to seeing navigation at the top of the page or along the left side then placing your navigation there will make it quicker for them to find it. But it shouldn't stop you from placing your navigation on the right side of the page. Many blog templates have done this and now it's probably safe to consider right side navigation as part of convention as well. At one time, though, conventional wisdom would have said not to place your navigation on the right side.
I'll admit I'm generally one that believes following convention leads to more usuable designs. As people grow accustomed to a certain interface their ease of use when interacting with a similar interface becomes intuitive. In truth it should be just as easy to drive on the right or left side of the road, but outside of a couple of places most of us drive on the right side.
Reversing things makes it more difficult when we first encounter the new way, but again it's not really any harder. Just different until we get used to it. The same is true for any interface. People get used to doing things a certain way and offering them the same way of doing things on your site should in theory make it more usable.
But the best ideas are often those that break with convention and are different from what most users would say works best for them. Some of the most successful sites are successful due to their originality. They broke with what had come before and found a new way of doing something. Placing too much emphasis on what your users say about your site can hinder original ideas and thoughts.
I want to make it clear that I believe in a user centered approach to design. Every decision you make about your design should be made because it includes the people who visit and use your site in the discussion. But just as you don't want to be a slave to convention you don't necessarily want to do everything that your customers would say they want you to do. Ask them what they want and place a lot of weight on their opinions, but keep in mind that sometimes what they say they want isn't really what they need or what will make your site most usable to them.
Place the emphasis on what users do when interactng with your site and be willing to use your own judgement about when to break away from the tried and true. Know that you take a risk whenever you do break with convention, but many successful designs are successful, because they found a way to break with that convention in a way that was more usuable than what had come before.
Improving usability means improving performance. Often your visitors will be able to tell you what would help improve their performance with your site, but sometimes they won't. Pay more attention to what they do when interacting with yoru site than what they say they want to do.
]]>In reality, you need to have a website that will allow your visitors do what they want - and this is what you want them to do as well. That simple.
]]>In reality, you need to have a website that will allow your visitors do what they want - and this is what you want them to do as well. That simple.
There may be things that make the process of conversion easier or harder, but it all comes to whether a visitor becomes your customer or not. And you only need to improve your website to help your visitor to become your customer.
Now when it comes to improving your website, there are numerous factors, influencing visitor behaviour, such as:
As you can see, there are many aspects and most of them go into various areas of web expertise. Studying them all separately not only takes time and patience, but some web development skills as well. But in reality, what you need to do comes down to providing value to your customers via your website by making it usable, readable, enjoyable, etc.
That you can do, right?
When creating, developing and optimizing your website, you simply need to follow one basic principle: make your visitor's experience pleasant, comfortable, etc. To do this, you need to become your own customer and view your site from your customer's point of view.
A good start would be to use your main keyword to find your site and see how it looks in the SERPs. Does the title look promising? Is the description exciting or shows some alpha-numeric rubbish?
If you arrived at the homepage, look if you can find the path to find what your keyword was about. Is it obvious? How many clicks do you need to arrive to the keyword-focused page?
If you arrived at a landing page, you need to check if the page is indeed focused on the keyphrase, whether text is readable and if the content is compelling enough.
Another important moment is whether there always is a way to do something from the page you are at, be it read more, add something to your cart, check out or sign up to your newsletter.
Those were the basics.
There are numerous factors, influencing the conversion process. Put simply, a visitor becomes your client if you provide the most value and the choice of becoming your customer is obvious.
You can do that by:
That is, you optimize your site for yourself - make your site the site you'd want to shop yourself at, and you'll be fine.
Of course, if you are versed with web development, you can simply plug away and have an optimized site in a week. But what if not? What if you don't even know where else to look? In this case, the best variant for you would be to hire a web developer to do what you want with the site, or a website optimization consultant to tell you what to do and(or) improve the site as well.
]]>If the knowledge you received has been proven by others and there is no chance it may be a waste of time (like writing quality content, for instance), you surely can start implementing it on your site. But instead of simply jumping the gun with website optimization, you'd rather improve your site in little steps and there are several reasons for such a schedule.
]]>If the knowledge you received has been proven by others and there is no chance it may be a waste of time (like writing quality content, for instance), you surely can start implementing it on your site. But instead of simply jumping the gun with website optimization, you'd rather improve your site in little steps and there are several reasons for such a schedule.
First of all, when you do your website in small iterations (in small steps - iterative design, agile development comes to mind), you can identify the changes in your visitor traffic behavior and see how your single change has affected your website
Secondly, if you have done only one thing (such as keyword stuffing in titles for a couple of your pages) and you see that your click-throughs from the SERPs have reduced, you can easily find the reason for such pattern and undo the changes.
Thirdly, when you are working in small steps, it is easy for you to plan what you want to do and to keep track what you have done. You can even have a log of your website optimization activity.
Lastly, you stay focused on one aim, when working on a single site element and nothing will distract you. On the other hand, if you are engaged in many processes, you can easily forget what you were doing or pay less attention to something important, thus decreasing your work quality.
When optimizing your website (in small steps), it should be helpful to start with insignificant changes that you can do now than with significant improvements, which take time.
For instance, you can write human-friendly titles with keywords in mind for your pages in a matter of days (hopefully) before you engage in writing detailed, customer-oriented product descriptions (which can take weeks, most likely). This way, you get an immediate noticeable benefit and you can enjoy it while you work on a larger improvement.
Generally, website optimization goes in these little steps:
As you can see, some of the things, required to improve your website, can be done in a matter of weeks, while some require continuous effort.
You, of course. There are lots of articles, forums and blogs on search engine optimization, website usability, etc. that you simply need to find, read and implement from. This way you won't need to use any of the options below.
This option is becomes convenient with time, saves money, but takes time and patience.
Your webmaster. Most likely, he knows what and how to do and, probably, could use a hand in terms of a link to an article on optimizing websites (in small steps, yes :) ). Sort of good that you can control your webmaster, but he/she may lack the knowledge of a specialist.
Less control on what is done on the site, but you don't spend as much time and money on that. Good for medium complexity work, supposedly (depends on the webmaster, of course).
A professional. Generally, a professional doesn't need any articles, because he already has done more sites than you have pages on your site. Just entrust your site to an expert and wait. Oh yes, you'll have to pay the expert's lunches, though. But it'll be faster than you learning the ropes or your webmaster trying to understand what you want from him/her.
Fast, superb quality..and not cheap.
And the moral of the story is this: before you do something, make sure you know what you want to do, how you want to do it and how you can revert changes, if something goes wrong.
]]>If you are totally new to website optimization, the best place to start would be forums. There you'll meet people with the same level (or absense of) knowledge, read about common questions asked and answered and you can ask any questions there as well. It'll give you a good ground to start learning how to make your site better.
Here's a list of more or less known forums, focused on optimizing websites:
Also has such unique forums as "Site planning and preparation", "Cross-browser device accessment panel" and others.
Did I say it has one of the friendliest forum communities?
I am sure I missed some SEO forums, such as High Rankings, but I haven't noticed serious impact on my knowledge level anywhere else. If you feel some forum has been lefted out unfairly from this list, feel free to let me know.
At first, reading forums (including the old threads in the archives) should be more or less enough. This should take you several months to study one or two forums extensively and be up to date with the information stored there.
Then you'll probably want to stay up to date with the information on the topics that interest you. For this, you'll need to read the latest threads on one or two or more forums. To become up to date with a couple of forums, you'll need to study their archieves first, of course. Then prepare to spend an hour or two on reading the latest threads on a couple of forums.
I still spend about an hour or two reading and posting in treads at Cre8asite Forums. It not only makes a good read, but also allows to communicate on a number of site improvement issues, which opens up the truth (as per Socrates), too.
Though forums have some nice tips there (sometimes of unique value), there's more to be found outside forums. To find this, you can read the articles knowledgeable members link to from the forums. Reading them, while studying the archives, will take some time (a few months) as well.
Of course, you can use your favorite search engine to search for 'seo articles' or 'usability articles' or 'copywriting articles', but there are a couple of reasons this approach isn't effective:
The above list makes it necessary to merge with the site optimization community to be guided to the best resources. Normally, the more people refer you to one source, the better it is, though there may be exceptions (like how many people referred you to this blog? ;) ).
That's why it is not only important to read forums, but it'd help to read experts' blogs often too. Sometimes they have really innovative tips for you, sometimes they bring the top news to your fingertips, sometimes you'll read a different point of view on a known subject. A good start would be blogs from my blogroll.
It'll take you several months to know industry experts by name and remember their blogs as well.
Sure, you may know how to write the title tags. You may also know what the search engine ranking factors are. But this alone doesn't make people buy from you or use your services. You need a more general, a broader point of view on the subject.
That's why continuously reading related material on all topics, such as:
to grasp the basic principles of improving websites.
It is not dangerous to have an opinion that parts with opinions of others. It is dangerous not to advance in your knowledge. Some day, you'll learn that either you were wrong or you were saying the same thing in different words.
The interesting thing about learning website optimization is that you'll learn that it is not only about websites. It is about people. Knowing the inside of optimizing a website will allow you to make it easy for the people to find, use and buy from it.
Sure, it may seem like a dream. But the only way to make your dream come true is to put some effort into learning about what you want to achieve and practicing it. "Practice makes perfect" - you not only need to know how to improve a website, you need to actually do it. The more, the better.
Sometimes it may be helpful start working and fill in the blanks during the whole process by searching about the issue with your search engine, asking on forums, talking with your friends, etc. As one signature at Cre8asite says, "There are only two mistakes one can make going his way: not starting and not finishing (Buddha)" (if I remember correctly). So start now and benefit while you go.
From my experience, I'd say that it'll take you a half a year to learn the ropes and another year to learn the advanced stuff by studying several hours a day and practicing another three to five hours a day. Of course, if you already knew something about websites or how to benefit people or both, it'll be easier and faster for you.
Good luck.
P.S. Read "How to Build Genuine SEO Skills that Will Impact Your Online Sales" at WordTracker.
]]>If your website is helping you to get customers to your brick and mortar business, or even is the only source of customers for your online one, you should seek ways to increase your business efficiency. Increasing the number of customers from the same amount of visitors (or the so-called 'conversion rate') or just getting more website visitors should prove pretty helpful for your business. Which means you need to to find ways to get you more customers by improving your website.
Normally, the best way to be successful is to be better, than your competitors. Not necessarily the best in the world company, but just being ahead of the pack should be good enough. The easiest way to do this is to study the weaknesses of online businesses (their websites and marketing strategies) and do better. For example, the list of weaknesses could be the following:
From the list above, you can make a pretty good list of ways to improve your own website:
Let's take a look at the list a bit closer.
The first thing your site visitors see is your page design (pretty obvious, right?) This means that you have less than a second to keep or wave goodbye to them. A custom, professionally designed (for your target audience) website template will ensure that your site visitors stay to learn what you have to offer and to read and wander around your website
Simply having text on a website is not enough. It should provide useful information to your visitors in a simple manner. In a way they could read it too. So, you either need to learn how to format website text and how to write in a simple language, or hire a copywriter to (re)write site text for you. In short, try to create the text that will inspire the visitors to learn more about the product or to try it out.
Just having well-crafted product pages is good, but not enough. You also need to have something your visitors will return to, will recommend to their friends and relatives and will link to, too. All this is about great content - and it is not just site text. Create something that provides value to your visitors and they'll return to you (and possibly buy from you, too).
One of the rare things that most websites do right is website usability. How often have you abandoned a shopping cart or haven't even tried to order anything, because you had to register before that? To make sure your visitors can buy your product as easily as possible, you either need to learn website usability yourself, or hire a website usability consultant.
As you might have guessed, just having useful pages and articles on your website is not enough (it never is, as a matter of fact). You need to find ways to communicate with your potential customers. A part of this direction should be a blog or a forum, hosted on your website. This way you can not only share your thoughts in an easy format, but will also be able to build trust and get feedback from the interested people.
You can significantly get more search engine traffic, if you use the right keywords and place them right on your pages. This will not only ensure your visitors will understand what you are talking/writing about, but will also allow your potential customers find you from the search engines.
Additionally, making your URLs crawlable and using proper internal linking structure should help too.
An accessible website is a website that can be easily read by people with disabilites. At least, it should be read by low vision people and at most by the screenreaders. In practice, it means that the site has to be in text, for the most part.
When text is not available, there should be a small description of what is in the media (images, video, etc). A simple way to do this is to use alt attributes with images, going with styled text over text in images, using CSS instead of Javascript and so on.
By making your website accessible, you not only gain more market share and will be able to sell more, but you'll be making your website search engine friendly, too, because search engines can only read text for the most part. So website accessibility is another thing you can do to your website.
Ideally, you need to think about the above points before building your website to make sure all necessary site elements are present beforehand. But, if you already have a running website, you'll need to find the budget to improve your existing website.
Of course, you can't spend the money you don't have or when you'd be spending your last coin on your website. It should be reasonably safe, when your business can work smooth, if you take a certain part of the budget out and invest in your website. Generally, consider it as your business expense to make a good decision.
Generally, there are no limits, except the bottom one. You should be thoughtful in picking the right person(s) to do the job right. Afterwards, the amount of work you can do on your website can be virtually unlimited, as a website can always use extra well-researched articles, extra usability or even website accessibility.
I'd suggest investing at least 20-30% in your profit in your website. While the sum may seem huge at first, the improved website will be able to get you 50-200% more sales. So this is a wise investment. Not to mention that once spent your money, your website (and the investment) will be bringing you more money as long as it exists.
If you can spend your own time on your website (writing articles, posts, communicating with your customers), then your website will be more successful than otherwise.
In today's competitive world being one of the best is not the best marketing strategy. Striving to be the best in his own niche should be a common goal of every business and website owner. That's why improving your website is not only a reasonable thing to do, but also a very efficient way to foster your business. So improve now and improve wisely.
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