Nothing says ‘apathy’ like a website built then just left. Here’s why you need to keep your website up to date and checklist of eight things to do to stay current.
We know you’re busy, but be honest…
When you’re busy, it can be hard to remember that content and details about your business need to be updated on your website or it can look to browsers as if you’re not on the ball, or even in business any longer.
First and foremost, it’s important to be honest with yourself. If you haven’t updated your website since it was built, admit it and flag it up as an area to improve. From this starting point you can make a plan and put in diary reminders to check content – that way, you’ll be able to hold yourself more accountable.
Why you need to update your website regularly
While websites aren’t human beings, a regularly updated and interacted with website shows that human beings are present – which is what a prospective customer needs to feel they can trust you.
Checklist – 8 ways to keep your website up to date
1. Review products, services and any pricings
Scan through all the content relating to your products and services and make sure they are current. Alter any descriptions and sales content to address customers and prospective customers current needs – not the issues they had ten years ago – the issues they have now.
And, of course, it goes without saying – update any prices you have on your website as well as the ways customers can pay. Remember that consumers expect these days to have a myriad of ways to securely pay you, including Apple Pay and PayPal.
2. Remove old events, course dates and related information
The event you hosted or course you ran may have been fantastic, but if it was several years ago, it’s of zero interest to your prospects and should be removed. Leaving the information on there says only what you did at that time, and the assumption browsers will make is that you haven’t done anything since.
Ensure all featured events, courses, exhibitions, demonstrations, giveaways, pop-ups, etc. are current and up to date.
3. Have you answered current questions in your blog?
It’s always a good idea to answer customers’ questions in a blog. These are a great source of content and give you the chance to demonstrate your industry expertise and build trust.
But the questions your customers have now are likely to be different to what they were, even six months ago.
4. Is your current offer prominent on your homepage?
This is an important one and good to focus on if you can’t get to update anything else. If you place an announcement on your homepage about a current offer, and, even better, a link to book/buy, first impressions will be that you are still connected to your website and audience.
It’s not the most thrilling or interesting information on your website, but if your postage rates are from the 2000s it won’t give a good impression. Get all the tedious, but necessary information and details up to date.
6. Put a teaser or ‘Easter Egg’ on your website
This is where you say something like ‘look for the 25% discount code on our product page’ or, ‘tell us what you value most in your office furniture supplier, by filling in our contact form, and we’ll give you a free gift’.
Put a ‘valid until’ date on your offer - it shows you are active and present, ready to engage with your website visitors.
7. Link your social feed/s to your website
Maybe you don’t keep your website up to date, but your social media platforms are flying. Why not aim to get your best feed on your website? It’s an easy way to appear ‘present’ on your site, although it’s not a substitute for any of the above.
8. Finally…update your words!
It should be a regular activity to simply read through your content every six to 12 months and change whatever doesn’t quite read correctly. There could be certain emphases that no longer fit with your offers or type of service.
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