All too often businesses invest copious amounts of their marketing fund into designing and building a website, yet neglect to consider how the website will serve them going forward. Although naturally things change over time and periodic updates are catered for, regular refreshment often falls by the wayside. So why should businesses remember to update their sites regularly, and why is this important for online success?
Updates please Google
One of the biggest attractions of regular updates is the significant SEO benefit they offer. Stagnant content left on a site for months on end is unlikely to catch Google’s attention – meaning you probably won’t feature highly when potential customers search for your product or service. When you post regular, quality content Google will prioritise your site – which in turn increases visitor numbers along with the chance of improved sales and conversion figures. You can add further weight to this by incorporating relevant keywords and key phrases into articles in order to increase your likelihood of top page placement for your search terms – this can easily be done with the help of an SEO specialist or professional copywriter.
Updates please your customers
Your clients want to hear about what you’re doing. They’re actively searching for information about your business – it helps them to make their buying decision, to engage with your brand and build a relationship with your company. Although with website content less is certainly more, with news articles and blogs you can write as frequently as you wish on a wide range of topics – not just sales pitches or product descriptions. Although updates are regular, they won’t necessarily be read on a constant basis by clients. What they will do however is build a bank of information for clients who visit your site to refer to, as well as anyone else online who happens to come across your helpful article and feels compelled to then explore your brand further.
Updates further engage potential clients
Whilst customers who are new to your business will engage with and enjoy regular content, those who already know and trust your brand will also find it useful. Your blog or news section can become a point of reference or an enjoyable ‘magazine’ for users to read through whenever they like – once again increasing visitor numbers but also growing your brand’s profile, keeping you front of mind in your field when those users do require the product or service you offer.
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