Do you build a house to live in for one year, or to last a lifetime? If built properly, a website can last as long as a house.
Look, future-proof doesn’t mean no updates. It just means you don’t have to tear down the whole house to keep living in it.
There are some websites that simply won’t last. They’re built on proprietary code and they have limits. If you exceed those limits (with too many clients, too many pages, or too much revenue), the site will fail and your business will suffer.
A future-proof website will grow with you, as your clients evolve and your business changes. It’s one of the smartest investments you can make in the longevity of your business over time.
Here’s the simple guide to future-proofing your digital presence.
What is future-proofing and why does it matter?
Future-proofing is a design strategy that helps something last longer into the future.
Why does future-proofing matter when it comes to websites? If you build a website for today’s needs, it might quickly become outdated and this is a waste of your money. The future of digital marketing is bright, but unpredictable.
A website should be built to grow with your business. If not, it’s holding you back.
Consider how your business might grow and change. Will you add a new service area? Will you want to incorporate forms or document storage onto your site? Will you experiment with paid landing pages? Will you integrate plug-ins or other applications to help grow your business?
One note: DIY websites are not future-proof. Proprietary platforms like Squarespace and Wix are not open-source. Among their many perils, you can’t add code as desired, even if you do know how to code.
Build on scalable architecture
A future-proof website is built on scalable architecture. Think of it like building a house—would you pour a foundation that can’t support a second floor?
Scalable architecture has to do with the platform you choose and the code you use. Here’s a good Reddit thread if you want to dive into the nitty gritty.
In simple terms, a scalable website is one that can scale up with you, handling growth in content, traffic, and features without crashing or requiring a total overhaul.
Here are two key elements of a scalable site:
- Open-source CMS (like WordPress or Webflow) that supports plugins and future integrations
- Reliable host that can scale up as traffic grows
Scalability is also a design strategy. For instance, what categories are you using to describe your services? Are they broad or specific? Structure your site navigation, too, with growth in mind.
Mobile-first design is non-negotiable
The future is mobile, so your website needs to be built with mobile users in mind.
More than 60% of web traffic is mobile, especially for local people looking for local services.
Who is this for? Think someone commuting and scrolling on their smartphone, or a person on their tablet in front of the TV after work. For mobile users, their attention span is split and their device size is small. This knowledge should inform your design choices.
How do I do it? Some websites are fundamentally responsive. In other words, the architecture of the site and the underlying code will automatically adjust to various screen resolutions. It’s a seamless experience for the user.
You know a site is mobile-friendly if:
- It loads quickly
- It has thumb-friendly navigation
- Buttons, forms, and phone numbers are tap-to-call
- Text is concise and legible
- Visuals are optimized
- Layout is uncluttered
You can test your site on a variety of devices yourself. Remember: If your site only looks good on a desktop, you’re basically hanging a billboard inside your office. You’ve got to design for where people actually are.
Accessibility for all visitors is essential
Accessibility is a key quality of a future-proof website. Accessibility is not just about ethics. It’s about expanding your client base and avoiding legal risk.
One in four Americans experiences some type of disability—and these people also need to hire professionals just like nondisabled Americans.
Think about common disabilities, like dyslexia, deafness, blindness, or motor instability and how these people might interact with your website.
Could a blind person access your site in its current form?
Could someone with cerebral palsy easily fill out a Contact form?
Could a deaf person or someone Hard of Hearing understand your “About Us” video?
Just like ramps and doorway openings, there are fundamental accessibility design techniques for digital spaces. Work with a website designer to get a site that’s fully accessible.
- Alt text for images (great for SEO, too)
- Captions for videos
- High-contrast colors and readable fonts
- Forms can be completed with a keyboard
- Compatible with screen readers
Accessibility is like good landscaping. People may not notice it when it’s done right, but they’ll definitely notice when it’s not done well.
Secure your website like your reputation depends on it
Digital security will keep your website safe and functional as you grow your business.
You don’t need to be a security expert. You just need to follow simple guidelines. Use HTTPS. Keep plugins and software updated (set reminders if you need to). Use simple tools like firewalls and back up your content regularly.
This is about scalability as well as your reputation. An unsecured site is easy to hack, and it’s a major turn-off for prospective clients. If they can’t trust you with a digital space, why would they trust you with a physical space?
You wouldn’t leave expensive tools out overnight, so don’t leave your digital tools (or your clients’ data) unprotected either.
Commit to continuous optimization
This one’s easy: commit to improving all the time. Okay, maybe easier in theory than practice.
The reality is that SEO, design trends, and technology change constantly. Just look at the AI explosion in the last several years. In the same way that you stay up to date with new tools and techniques in your field, treat your website with the same investment and attention.
Here are some actionable optimization tips for your website:
- Track performance: Check analytics (bounce rates, load times, conversions) so you know what’s working. If something stops resonating, try something new. You can hire an agency to help, or you can learn the basics yourself.
- Refresh content quarterly: Review your service pages, project galleries, and testimonials every few months. Do they still reflect what you offer? Do they show your best work? Search engines love novelty, so try swapping in new content even if your current content is good.
- Test everything yourself: Try filling out the forms. Click the links. Load all the pages and see which ones lag. See your website from the POV of a stranger.
The cost of neglect is high. A site that never gets updated is like a truck that never gets serviced. It will likely break down at the worst time. A little maintenance goes a long way in both cases.
Final tips
Invest well. Invest in a website that grows with you.
A future-proof website is a smart way to spend your money. It’s scalable, mobile-first, optimized, accessible, and secure. Your site won’t just look professional, it will win business long term and head off so many of the problems you’d encounter with DIY websites.
This is a mindset shift for many of you: Treat your website as a living part of your business. Future-proof it now, and it will pay you back for years.
Reach out future-proof your business, starting with a website that can carry you and your team as you grow.