We’ve found that most businesses are guilty of not changing any content on their website unless they change name, address, logo or telephone number.
Unfortunately, this really isn’t good enough if you’re hoping to make the most out of your online presence. It doesn’t take a lot of time or effort to really improve the performance of your website by simply updating the content on a regular basis.
If you’re not convinced that this is necessary then here are 5 good reasons::
1. Improve your Google Rankings
It is a well-known fact that Google loves content and more specifically Keyword relevant content. The more content you have on a particular subject matter and the more often it’s added to then the more chance you will be on the first page. Google will do this because it can now see you know what you’re talking about and will be confident placing you #1 as an authority on the subject matter.
If you don’t update the content of your website then Google will see your site as a dead site and will start to penalise you.
2. Your business changes
You might not think about this, as you’re hard at work every day and don’t really take too much notice of the little things, however, every week there will be something to talk about within your business. It doesn’t have to be a new member of staff, exhibiting at a show or planning for a huge investment to be worthy of a news item on your site. It could be that there are changes within your industry that are affecting either your business or your client’s business, or new products, services, case studies, testimonials etc.
3. Give the right impression to your visitors
If a customer, either potential or current, comes to your site and there are no news items for the last 12 months then they will think that either your business has become stagnant or you’re lazy and simply cannot be bothered to update your news. Either way, it’s not really the right impression to give. If, however, your website was full of up to date case studies and useful information, tips and advice then they will honestly think that this business is up to date, forward thinking and helpful.
4. Keep your visitors coming back
This one is quite simple really. If your content never changes, then the only reason people will visit your site will be to find a contact number. This will mainly be done when they are out and about and don’t have access to a database. The more time people spend on your site, the less time they will be spending on your competition’s site. Therefore update it with as much useful content as possible to consistently engage with users.
5. Always try new things
You may think your website was perfect when it was built and there is no need to change it. However, it is best to make constant little changes, as you will never know its potential until you try adding new content and call to actions. If you don’t try things out then you will be missing some tricks for sure. For example, do you have the following on your site:
- FAQ’s
- Case Studies
- Testimonials throughout the site
- Blog/News Feed
- Free call-back request
- Quotation form
- ‘Sign up to our newsletter’
The list of potential new pages or call to action (CTA’s) are pretty much endless so please try them. As well it is best to look at analytics to see whether or not people are using them.
If you think you would love to do all of this, but it’s too much hassle going to your web developer to add the content, then ask for a content management system. With this, you can update the content yourself. Whichever way you want to update your website, it is essential and you will be amazed at the improvements in Google rankings and the enquiries that come from it.
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