You have a brand new website with all the latest bells and whistles. You wrote a new mission statement, added bios for all your executives, and finally fleshed out your services page. What now?
Fortunately (or unfortunately, depending on your point of view) your website is not done. Your online presence should not be looked at as a ‘one-and-done’ operation. Websites are organic, requiring continued attention.
What does it mean to keep a website current?
Do you have a blog? Do you have a news section? How do you relate current industry trends to you customers? These are the pieces that keep your website current. Any part of your website where you can inject new content would be considered keeping your website up to date.
Why do I need to keep my website current?
This is the big question. Why should you spend valuable resources writing an article about a new law that might impact your customers’ bottom line? The answer is simple: trust. By having a section on your website devoted to current information, you continue to build trust with your customers. Proving that you are an industry leader who provides updated information that impacts your customers’ bottom line is an invaluable tool to gain their trust.
You keep your employees up to speed with regular training and information sessions so they are prepared for client phone calls. Why should your website not provide a similar level of customer service and knowledge expertise?
There is also another valuable reason to keep your website current with blog posts and news articles: search engines. Search engines love updated content. The goal of a search engine is to provide the user with the most relevant and up to date information possible. If the last time you updated your website was at launch, you could be losing valuable relevancy to search engines.
I can just update my mission statement, right?
No, updating existing content does not accomplish the same result as creating a new page. When you wrote your mission statement, it contained targeted information about your company’s purpose, goals and ideals. If you were to update your mission statement, the idea would be the same, only the words would change, and the search engines would not recognize it as new content. There is no substitute for fresh information.
I have a schedule of events that I maintain, is that updated content?
Again, just adding a list of events to a page is no substitute for new content.
Providing your audience, as well as the search engines, with current information and relevant articles is crucial to creating a successful online presence. If the schedule of maintaining your blog posts or articles is becoming a bit much, consider outsourcing the work. Often, this outside perspective can be a boon to your content by providing a fresh perspective on your industry news.