3 Reasons to Update Your Website
Websites are an important part of any digital marketing strategy. When done right, they can direct more traffic to your website and connect you with potential customers. But when they’re left stagnant and outdated, they can do more harm than good. Read on to find out why you should keep the content coming and how it affects your business.
Last year was an altogether sh*t year. With our social lives reduced to Zoom meetings, our hair ruined by dodgy DIY haircuts, and a home office only seconds away from the fridge, a lot of us let ourselves go.
It was hard to stay motivated when we could go days at a time in our pyjamas.
But while some of us whiled away the hours binging on Netflix shows, Australian businesses were working harder (and smarter) than ever before. Being visible online became a lifeboat. In many ways, 2020 was a catalyst which quickly showed you whether your business was going to sink or swim.
Some businesses suffered, while others adapted and found new ways flourish.
Determined business owners the world over rolled up their sleeves and ventured into this brave new world of click-and-collect and live chats. They created a community on their social media platforms, launched blogs, found their target consumers and connected them with their shiny new websites.
The problem is that lots of these amazing websites haven’t been touched since their launch (and that really is a problem!). So, without further ado, here are the three key reasons why you should invest your had-earned dollars into new content and regular updates for your website.
Give existing customers a reason to return to your website.
Imagine you go into a shop (let’s say a gift shop). You browse the shelves of trinkets, scented candles and figurines, admiring their hand-selected range of beautiful things.
Next time you’re in the area, you have some time to kill so you stop by again to have a closer look. The stock doesn’t seem to have changed, so you leave. The third time you’re passing by, you just peek in at their front window. The display is exactly the same as the last two times you saw it, so you decide not to go inside. After all, you’ve already seen everything there.
This scenario applies perfectly to a business’s website.
If your website is static, even for a few weeks, existing customers will eventually stop visiting your site. And why should they? They’ve already explored your range. They’ve clicked on all the pages and seen what you have to offer.
But there’s also a ripple effect. If your website and its content/products/ranges looked the same for the last month, customers will naturally assume the shop hasn’t changed either.
So why come in and have a browse when they’ve already seen it all? Why make the trip into town if there’s nothing new? You know this is baloney. You’ve been working your arse off meeting with reps, getting new stock, showcasing new ranges and creating displays.
But customers don’t know this, and they only have your website to go on.
It also means that months from now, when you do go onto your website and upload some fresh content, those customers have already stopped checking for anything new.
The best way to make the most out of your website is to keep it as dynamic and constantly evolving as you do a physical store. Move things around. Showcase new products. Advertise sales. Promote new ranges. Change up your window.
According to an article by Semrush, 61% of companies involved in their survey said that “updating and repurposing existing content” was the most efficient content marketing tactic implemented by their team in 2020.
And so it should be.
Your website is the looking glass which reflects your business to the world. So, for the love of god, mix it up!
Fresh content helps search engines (and customers) find you.
Your website is, first and foremost, for the benefit of your customers. It helps people searching for your products and services find you. The pickle is that potential customers might not know your business exists, so they’re probably going to google what they’re after rather than magically typing in your URL.
And search engines, like Google, love websites that are regularly updated.
They’re geared to favour fresh content, because new content is going to be the most relevant to what the user is trying to find. So frequent changes, tweaks and updates will help your website appear higher in search results.
But an even more important action involves publishing regular content to your site.
This gives you a chance to introduce more keywords. So when you’re showcasing a new line of chainsaws at your hardware store or a new brand of hair products at your salon, the search engine will recognize the keywords you use, and direct users to your website when they type in a query which relates to it.
This helps guide potential customers to your website by making sure you’re appearing in a relevant search result (and not on page 16, which few, if anyone, would click around to).
Remember, business websites exist for their customers. They’re meant to help users by providing fresh, relevant content.
According to the Small Business Website Statistics published on Marketing and Design:
“91% of customers have visited a store because of an online experience”
If you want to bring online users through your doors, you need to provide them with a satisfying online experience. And a happy user is more likely to become a repeat customer and recommend your website to others. It’s win-freaking-win!
First impressions count: make sure it’s a good one!
Having an up-to-date website with engaging content and all the right keywords put together in all the right ways does a lot more than just directing customers to your website. These elements come together to form an image of your business. It gives potential customers the impression that your company is actively growing and building a positive online reputation.
It also shows that you’re adapting to the online world, and listening to what your consumers want. It’s your way of helping customers by providing them with what they’re searching for, even when they’re busy, or stuck at home.
When a person clicks onto your website, what they need to see is that your business is busy, active and alive as ever. And if they can browse your shelves in almost real time and make a purchase without ever having to leave home, it gives you opportunities you wouldn’t otherwise have.
Whether you’re a retailer showing off new pages of gorgeous stock, or publishing professional advice in the form of a blog for the service you specialise in, you need to show the world just how brilliant you are.
According to an article on Safari Digital: “Updating existing content with fresh content can increase organic traffic by 111.3%”
Remember, your website is not a business listing. You can do that well enough with Facebook and a Google page. It’s simply not enough to have a static website, no matter how amazing the graphics are and how eye-popping the content.
Your website is a tool to market your business.
And for your website to continue to do all the hard work for you, turning viewers into customers, your website needs to be as busy and active as you are.