Graphic detail
Well, this is a bit embarrassing. One Mother’s Day a few years ago, I headed north from Auckland with my wife and our children with plans for lunch in Matakana—we never made it.
It was somewhere near the toll gantries when I heard a bang from the engine and the car just stopped; coasted, actually, but the engine was dead. I rolled to the side of the road and checked the engine (I don’t know why because I don’t know how to fix them, but it made me look good to the wife and kids).
I quickly (very quickly) realised there was nothing I could do, so I called the Automobile Association (AA). The AA responder also realised there was nothing he could do, so we called for a tow and a taxi for the family (this was getting costly).
Turns out the car had run out of oil and I’d blown the engine. When I called the garage to where it had been towed, the owner ridiculed me for running out of oil—my reaction was embarrassment and then annoyance. It’s not good business to humiliate a potential customer, so I moved the car and replaced the engine for $3,500. I managed to sell it for about $3,800—a perfectly good, albeit used, 2-litre Toyota Camry.
Being a former motoring journalist, I should have known better, but you know, ‘out of sight, out of mind…’
What’s this got to do with website maintenance? It starts with ‘out of sight, out of mind…’
Much like a car engine, a website requires ongoing maintenance to ensure it functions properly. Neglecting it doesn’t always result in an immediate breakdown, but over time, issues build up—security risks, slow performance, and declining search visibility. Businesses often adopt a “set-it-and-forget-it” mindset with their websites, only realising the consequences when something goes wrong.
One of the biggest reasons for regular website maintenance is security. Outdated software, plugins, and CMS versions create vulnerabilities that cybercriminals can exploit. A compromised website can result in data breaches, malware infections, and even a loss of business credibility. Without the routine security updates—carried out by Graphic Detail—a website becomes an easy target for hackers.
A website that loads slowly or has broken links frustrates users, increasing bounce rates and reducing engagement. Routine checks help identify these issues before they become major problems. Optimising website speed, ensuring mobile responsiveness, and fixing broken elements contribute to a seamless user experience.
Search engines prioritise websites that are regularly updated and well-maintained.
Google frequently updates its search algorithms and businesses that do not adapt risk losing their rankings. Regularly updating content, optimising metadata, and fixing technical issues ensure that a website remains competitive. Fresh, high-quality content also improves engagement and signals to search engines that a site is active and relevant.
Ignoring website maintenance can lead to expensive problems. A website crash, security breach, or major technical failure often requires urgent and costly fixes. Unplanned downtime can result in lost revenue, disrupted operations, and damage to customer trust.
Proactive maintenance helps prevent these issues by catching potential problems early.
Visual content performs exceptionally well on social media platforms, generating higher engagement and shares. By integrating professional photography and video into your marketing materials, you amplify your reach and attract new customers through shares and likes. Great visuals not only enhance your website but are also perfect for your social media channels, helping to create a cohesive brand presence across platforms.
Just as a car needs regular servicing to avoid breakdowns, a website requires updates to stay secure, functional, and visible in search results. Security patches, performance optimisations, and content updates all contribute to a better user experience and long-term business success.
At Graphic Detail, we’re a friendly bunch. Call us, whether your website has run out of ‘oil’ already, or if it needs top-up maintenance—we’re standing by.
