Here’s a question that might be uncomfortable for some of you: When was the last time you updated your Web site?
Web experts rightly tell us that it’s smart to refresh your site content regularly. By doing so, you convey that you have a dynamic business and are eager to engage your customers with new opportunities and experiences. Conversely, by letting your original content camp on your site forever and become stale (and maybe inaccurate), you give the impression that you’re not highly invested in what you do.
I think site owners let their content languish for a couple reasons. First, it takes time, planning, and creativity to update a site and we’re all busy people. Second, we can rationalize that for new visitors, our Web site is not stale because, well, they’re visiting for the first time.
Tackling the first point, I suggest scheduling at least one day a month to update your site, even if your product lineup or basic services haven’t changed. Just rearranging the furniture a bit shows that the people behind your site still have a pulse. And by putting it on your calendar, you’ll have a motivating reminder.
Regarding the second point, you probably know that it costs a lot less money to retain existing customers than acquire new ones. So taking time to impress the folks who already appreciate you – the ones who keep returning to your site—really makes sense.
If you need ideas about how to go about updating your site, see columnist Joanna Krotz’s recent article, “Updating your site: Tips for a tweak or a facelift.” Joanna has eight suggestions—including some targeted at people who have grown their sites piecemeal over time (sound like yours?). If you haven’t updated your site recently—or ever— take a quick look at Joanna’s piece now.
Do you agree that doing at least a monthly update of your site’s content is a smart and necessary strategy? Leave a comment and tell us what strategies you use to keep your site fresh.
Monte Enbysk