Updating your website regularly is vital to keep your customers happy and your sales booming.
Your website is one of, if not the most important element in your marketing. And it is vital that it creates the best possible first impression of your business.
This means it needs to
- load quickly
- be easy to navigate
- read well
- look good
- immediately present content which is of interest and
- be up-to-date
Does your website tick all those boxes?
All too often websites become bogged down with content. This is certainly true where there are multiple authors posting content. In such scenarios, it is vital to have a robust governance policy for reviewing and deleting out-of-date content. (If you need further help with pruning multiple pages of copy or migrating copy to a new site, please get in touch).
Having too much content slows down your website meaning it takes longer to load. The longer it takes, the more visitors you are likely to lose.
Updating your website yourself or get in an expert?
When you are a small business, it feels like you have to do everything yourself. Not only do you have to run deliver your product or service but you also have to take care of the marketing, finance, accounts, operations and HR.
Many people muddle through but if you don’t have the right skills for the job, that can be a false economy. You are much better to engage the services of a copywriter who can ensure that your content is fit for purpose.
It is such a big achievement to get your website up and running that you might not have refreshed the content since the day you created it!
There is nothing worse than visiting a website where the last blog post was updated in 2015 and the latest ‘news’ item was in May last year. Leaving your website with old content, signals to the customer that you don’t care. This could be enough to make them leave the site without taking time to read more or complete a transaction. Don’t lose business because of stale content.
Fresh content also helps with Search Engine Optimisation (SEO) and gives your site a better chance of being found by Google.
What is stopping you from updating your website?
Time? Fear? You don’t feel confident at writing content? The task just seems too overwhelming?
You don’t have to tackle everything in one go, break the job down into manageable chunks. Can you add a new blog or delete an old one? Do you have a news story that will add vibrancy to your site? What about a new headline on your homepage?
Are you too close to your business?
Sometimes it helps to have an objective third party cast their eye over your website and spot areas for improvement. With my content audit package, you get an assessment of your home and landing pages looking at the style of writing, tone of voice, brand consistency and overall appeal. You will then receive a report with suggestions for improvements. I can do these for you, or guide you to do them for yourself.
To keep your website fresh and give it maximum appeal, schedule a time in your diary once a month to review and update one element of your website content. You can then repurpose this content, by using snippets of it in your social media posts. If you are clever, producing one piece of copy for your website can save you creating a week’s worth of social media content.