When was the last time you updated your website content?
Wait.
Are you saying that my website content needs updating?
Yes, I am!
You already know that your website is the most important online marketing tactic for your business. It’s your 24/7 storefront, your sales team, your customer service rep, and your brand all packaged into a big, beautiful URL. But despite its importance, it is one of those areas that can be easily overlooked. Kind of like, out of sight out of mind. When you first developed your website, your goal was to load it up with creative content, beautiful photographs, and create a user experience that was easy, pleasant, and memorable. But once it went live maybe you fell into the trap that keeping the content fresh and updated just wasn’t a priority.
If you haven’t touched your website content in months – and dare I say years – here are three reasons why it’s time to stop reading this blog, get on your website, and see what changes need to be made!
Current website content will:
Give your web user a 5-star experience
There is nothing more frustrating than getting to a business to find their doors are closed. Not necessarily out of business, just not open. When you confirm their hours on their website it states that they are open Monday thru Friday, 9 am – 5 pm. Well, it’s Wednesday at 11 am and the lights are off, and the door is locked. You are aggravated because when they changed their hours of operation, they forgot to update the times on their website. Outdated information – as seemingly small as a change in operating house – leads to customer frustration and erodes their trust. Whether it’s old pricing, outdated services, or broken links, stale content can send visitors straight to your competitor. Updated content ensures your audience gets accurate, relevant information — fast. Having a website that is well-maintained shows your current and future clients/customers that you are a business that conducts itself in a professional manner and one that builds credibility.
Boost Search Engine Rankings (SEO)
Once the information on your site goes stale, meaning you haven’t added pages, changed images, or created new pages, search engines like Google move you down their priority list. These vehicles require websites to have fresh and relevant content. This signals to them that your site is active and alive! If you need to create new content consider adding testimonials, blog posts or just some fresh copy so that you can stay one step ahead of your competition. Put it in your calendar to update your website’s content every 6–12 months to maintain and boost your rankings.
Support Changing Business Goals
In last month’s blog, Is rebranding in your company’s future? I pointed out that who your business was when you first started out is likely not who you are today. As your business has evolved, so must your website. Whether you have launched a new product, focused on a new audience or have rebranded, updating your website content ensures your messaging aligns with the current you and your current goals and strategy.
Think of it like this: Your website is a work in progress; it’s never completely done. It should evolve as your business grows and changes. By regularly updating your content, you’re improving your SEO and strengthening your brand’s voice, relevance, and reputation. Take some time to audit your site, look for gaps in the content, changes to dates and times, and certainly any new or no longer used products and services.
Don’t leave a potential client feeling frustrated because of incorrect information!
Wishing you the best!
