You work hard to build trust, deliver reliable service, and maintain long-term customer relationships. But is your website doing its part? While you’re busy serving your community, your website could be quietly losing sales, missing inquiries, or frustrating potential customers—without you even realizing it.
It’s remarkable how quickly time passes. Your website might still feel current to you, but outdated content and functionality silently erode visitor trust. Today’s customers expect easy, up-to-date information and digital experiences. The good news? Small changes can make a big difference.
Here are some of the most overlooked website updates propane marketers can make to improve customer experience and capture more business.
Most Overlooked Website Updates
1. Outdated Staff Info and Photos
Your customers trust you, and they like seeing familiar faces. But if your website features staff who have retired or moved on or misses critical new additions, it can feel impersonal or confusing. Keeping your team page current shows that you care about accuracy and gives your customers confidence in who they’re working with.
Quick Fix: Review your team photos and bios once a year. Celebrate new hires and milestones with an update!
2. Dead Emails and Contact Forms
Nothing frustrates a customer faster than filling out a contact form or sending an email, only to get no response because it went to an unused inbox. This not only causes lost sales but can also damage your reputation.
Quick Fix: Test your contact form and all listed email addresses. Make sure they reach a monitored inbox, and someone follows up promptly.
3. Broken Links and Missing Pages
Maybe you added a service or removed one last year but didn’t update your website. Or perhaps there are links that go nowhere. Broken links not only annoy visitors but also hurt your search engine rankings.
Quick Fix: Visit your site like a customer would—on desktop and mobile—and make sure every page and link works.
4. Missing Calls-to-Action
Does your website guide people on what to do next? Whether it’s scheduling a delivery, signing a contract, setting up online bill pay or autopay, or reaching out to you with a question, your site should make it easy. Missing or unclear calls-to-action (CTAs) mean lost opportunities. A common opportunity to add a call-to-action is on new blog posts and/or customer emails going out.
Quick Fix: Add clear buttons like “Order Propane,” “Pay Your Bill,” or “Contact Us Today” to drive action and make your marketing work harder for you.
5. Not Mobile-Friendly
As of November 2024, 64.04% of all internet traffic comes from mobile devices, and therefore many people will visit your site on a smartphone. If your website isn’t mobile-friendly, it’s hard to navigate, slow to load, and frustrating to use. All our new designs or website redesigns get a great mobile-friendly version. If you’re not one of our customers, take a look at your site on mobile.
Quick Fix: Open your website on your phone. If it’s hard to read or navigate, it’s time for a refresh, and we can help!
What’s the Cost of Ignoring These Issues?
- Lost sales from missed inquiries
- Poor customer experiences that damage your reputation
- Lower search engine visibility (so fewer people find you online)
- Increased support calls and time spent answering routine questions
Bottom line? A neglected website can silently cost you money, time, and customers.
Vivid Image Helps Propane Marketers Succeed
At Vivid Image, we encourage routine website updates for propane marketers and we can help! We specialize in assisting propane companies grow through better websites, technology, and marketing. We understand your industry and work with companies like yours to reduce costs, improve customer service and help your business thrive. If you haven’t checked your website in a while, now’s the time.
Ready to make your website work harder for your propane business?
