How often should I update my website?
I often get this question and even more frequently I find clients have websites that have been built and left to “work”. Websites don’t just work – then need to be worked. In this article I discuss the whys and how’s of keeping your website fresh, relevant and “working”.
To me a working website is one that develops the brand, creates interest, gets found, generates leads and or sales. I see almost no point in having a static brochure style website; if you are going to have a website far better that it makes you money through lead generation if not actual sales ...
Think of your website as your shop-front
Imagine that webspace (the internet) is like a shopping mall, where you have a shop (your website). You have your website and that also like is your shop window. A big shop window is good but often in a mall the little ones with a great display can grab just as much attention; same on the internet.
Now imagine going to the mall every month, or week if that’s your thing, and seeing all the shops each time with a different window; except one. There is one shop in the mall that changes its window once a year. It looks old, dusty and out of date. It has Christmas offers in the summer so you don’t even think about going in there.
Your website is a shop window. It is supposed to be relevant up to date and attractive. Don’t leave out of date content on the site. Keep it up to date. Every so often, just as in a shop, you will need a complete revamp. That may mean a new website to keep up with the modern look. Plan for this every few years and have a depreciation fund for it. A good website costs between £1,500 and £4,000 as a rule of thumb, unless you want something very fancy. Plan to spend this every few years.
But I don't sell anything online
Many people have the argument that they don’t sell through their website so they don’t need to heed this advice. Wrong on both counts...
Have you heard the saying “we are all selling something” – well all websites are selling something. It may not be a product or service that you can buy online but every contact any of your prospective purchasers have with your company is part of the selling process.
Having an out of date website is like giving an out of date brochure out, it creates a bad impression. Everybody (well over 90% of people) search online before making any major purchase. That goes for B2B and B2C. People want to see peer reviews, comments recommendations and some evidence that your business is a good investment. This applies to almost all purchases from small items to big budget contracts.
People look online to check you out. So when they find your website it better look as professional as you are and represent your business in the best possible way. So keep it up to date and relevant. Make sure all offers are still active, all products/services still available and all prices correct.
If you sell through your website I am sure that you will be doing this almost daily. If your website is for generating leads and appointments you will be checking it weekly. And it it’s just for information in a brochure style then you can get away with monthly.
Recently I have had 2 appointments with clients who did not realise that their website was not working. In one case it had been down for over a week. In the other it simply did not work beyond displaying the front page. By their own admission the second company’s director told me that she had had a phone call from an old client asking if they had gone out of business after searching online.
I think one of the problems why people do not prioritise their website is because they do not realise either the potential it has to drive revenues or the harm it can do by being poor. Companies are aware of new business but all too often do not have any idea of the amount of business they have lost through a poor website.
How to keep a website fresh and relevant
To blog or not to blog that is often the question? Or is it? I think that most websites do not need a blog. There I said it. The problem is that unless you are able to keep a blog up to date with 1 or 2 posts a week, yes every week, then it probably isn't worth it.
Instead of a blog I normally recommend a news or article page. There you can post articles, papers and other great, new and relevant content without the pressure of a commitment to weekly posts. these other pages are almost as good as a blog as they have great content and do well in searches but there is no need for dates on publications. As long as the article is still relevant it can stay there. if it has no publication date it remains current and does not look outdated. Once it does simple take it down.
Content is king these days for websites and inbound marketing techniques revolve around this. If you want to be found make sure you have plenty of relevant easy to find content.
Keep offers and content up to date and try and make at last a few changes or modifications weekly. You don't need to add loads of content but some small changes are great is showing Google that you are looking after your website. The more often you change it the more Google will look at it. The better it will rank.
You can't build a website and then expect it to work so keep at it and keep making it better for the visitor. For help with this just get in touch with CR4l - we can manage content for you and generate traffic.
Creating ROI from any website
Any business can generate income through the internet. Some people imagine that because their product or service is not sold directly through the web they cannot justify spending money on a website. Here at CR4L we believe in results and getting great returns on investment (ROI).
All businesses need new customers to grow and thrive. It also needs to keep its current customers. So staying up to date is essential. At CR4L we look at a business’s sales process in order to best develop a marketing strategy. We believe that any business can generate interest, reinforce their offer and generate leads/sales through a good website. That is why we offer results based fees to most of our clients.
If you would like to pay for your marketing on a results basis just get in touch through the contact page of the website. Alternatively you can have us do a marketing review, and website check, of your business for free by clicking the button below.
Extra bit about updating blogs
A lot of people have a blog on their website. If you do then keep it up to date and post on it once a week. A blog must be relevant and have new information on it all the time. Thsi will help in searches and get your website found.
However if your blog is out of date, has not been updated for over a month then it will start to work against you. Leave it a little longer and it becomes negative and actually harms your website ranking and impact. See more in this article: http://www.alexjoll.biz/1/post/2014/03/how-often-do-i-need-to-write-a-blog-post-for-my-blog.html
CR4L offer Results Marketing... Find out about paying for your marketing based on results. Click Here
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