The Cost of Old Websites & Outdated Technology
You know your propane business inside and out. You can tell customers exactly what size tank they need, schedule deliveries efficiently, and confidently handle emergencies. But when someone visits your website at 9 PM looking for service, does your online presence reflect the same level of professionalism and reliability they’d experience calling your office?
Time goes faster than anyone thinks. It may feel like you just launched your website, but if it’s been a couple of years, it’s worth starting the conversation about updates. If it’s been five years or more, it’s definitely time to talk about a redesign.
Reasons Why Customers Leave Your Site
Your Site Takes Forever to Load
If your website takes more than 3 seconds to load, you’re losing customers. Current customers dealing with an emergency will get frustrated. Another opportunity to consider is prospects who are frustrated with their current propane provider often search online when they’re emotional and ready to make a change. If your site loads slowly during these critical moments, they’ll move on to a competitor who can give them instant information. Every extra second of loading time costs you potential sales from prospects ready to switch.
It Doesn’t Work on Phones
More than half of your website visitors are on their phones. If they have to pinch and zoom to read anything or find your navigation, they’ll keep searching Google. A site that doesn’t work on mobile isn’t just annoying. It’s costing you business.
It Looks Outdated
An old-looking website makes customers wonder if you’re keeping up with the times. First impressions matter, and a dated design can make even the most established propane company look unreliable.
Customers Can’t Find What They Need
If visitors can’t quickly find your phone number, service areas, or hours, they’ll find a competitor who makes it easier. Simple information should be simple to find.
(Vivid Image/ Vivid Propane Marketing) is “very easy to work with. They covered all of the details and made everything appear seamless. So glad we made the move!” ~ Steve M., Farmer’s Energy Propane
What Makes or Breaks Customer Trust?
Missing Trust Signals
Customers want to see reviews, certifications, customer stories, examples, pricing, and other proof that you’re legitimate and reliable. Without these trust signals, they’ll choose a company that displays them prominently. The problem is that trust signals need constant updating with new customer reviews, fresh testimonials, updated certifications, and recent project examples. An old website often has outdated or missing trust signals that no longer reflect your current capabilities.
No Clear Next Steps
If customers can’t figure out how to contact you or what to do next, they won’t. Your website should make it obvious how to get service, request a quote, or schedule a delivery. Over time, your business processes change. You might add online scheduling, new service options, or different contact methods, but older websites often still point customers toward outdated ways of doing business, creating confusion about how to actually work with you.
Can’t Do Business Online
Today’s customers expect convenience. If they can’t schedule service, pay bills, or complete contracts online, they’ll find a propane company that offers these digital options. This is especially important with younger customers who strongly prefer online transactions and want to avoid paper processes entirely.
Dead & Missing Links
Nothing says “we’re not paying attention” like missing social media icons, links that don’t work, and 404 page errors. It’s a small detail that creates big doubts about your business.
What Happens When I Keep Putting Off Website Updates?
High Bounce Rate
When your website has the same old tired information, there’s nothing to keep people on your site or coming back. When people leave your site quickly without exploring further, this is called a “bounce rate,” and when it’s high, search engines notice. Google interprets this as a sign that your site isn’t helpful or relevant, so they start ranking your site lower in search results. This makes it even harder for new customers to find you, creating a downward spiral where poor content leads to fewer visitors.
More Phone Calls for Basic Information
When your website doesn’t answer basic questions, customers call instead. This ties up your staff with calls that could be avoided, costing you time and money.
Lost Leads Turn Into Lost Revenue
Every potential customer who leaves your site frustrated is revenue walking out the door. And they’re probably going to a competitor who made it easier to do business.
Residential Propane Customer Loss Calculator
If the average residential propane customer spends $2,800 per year, and homeowners typically stay in their home for seven years, then the lost lifetime value of each customer is at least $19,600.
The Good News?
The good news is that these problems are fixable with a modern, well-designed website and intentional foundational marketing. A new site doesn’t just solve these issues. It turns your website from a liability into a sales tool that works 24/7 for your business.
Ready to stop losing customers to an outdated website? Let’s talk about how a new site can help your propane business grow!
