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How to Keep Website Content Fresh

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Jon Peterson | September 6, 2017

It seems like only yesterday when you launched your company website. The heavens opened, the angels sang and you got a lot of good feedback. You breathed a big sigh of relief. Finally you could go back to business as usual.

Your website performs well. It tells your company story, attracts new customers, and has helpful information for current customers – but if you’re honest, you would like to avoid the time-consuming process of updating the site. Do you really need to go there?

Yes!

Your story has probably changed and your customers probably have, too. Like it or not, it’s time to take a look at your website and make some updates. Assuming that your business has not changed enough to require a complete website re-design, you’ll only need to focus on making updates. Fortunately, this doesn’t have to be as overwhelming as it feels if you focus on one element at a time.

Here are five suggestions to help you update your website and user experience:

  • Replace tired graphics with interactive images and banners that highlight your key products and/or services
  • Add a news and events section to your website if you don’t already have one, and determine a posting schedule that works best for you. Include community service stories, awards, and new employee announcements. Give people an opportunity to get to know your business.
  • Add video clips. These could be customer stories, product reviews, or how-to instructions.
  • Start a blog. You’re an expert, so write about what you know and share it.
     

A word of caution: Choose new content thoughtfully.

While the goal is to keep content fresh, it’s also important to remember to offer users something that matters to them. New website content should be useful, timely, and relevant. If you ask for feedback, respond. Savvy consumers are no longer satisfied with hearing your story. They want to interact with you before they make a buying decision.

One of the keys to securing a strong page ranking in search results is fresh content. Updating your website regularly not only makes for a better user experience, but also gets you more online visits. Chances are, if your website was well-designed in the first place, making necessary changes will be easier than you think, especially if you prioritize and make one improvement at a time.

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