“if you aspire to reach others, keep things fresh”
Website maintenance is all too often the forgotten sun of online business practices. The fact is, keeping your content updated is a vital aspect to your site as it contributes to the success of your business. The Internet is constantly in flux and your website is a “living project”. In our “content-driven” world – current, useful content remains supreme!
Unattended websites left “adrift” for months at a time with no updates generally yield very poor performance. From a SEO perspective ignoring your site can spell death as Search Engines and users need a reason to come to your site – and they like high quality, relevant “fresh food”.
It’s a misconception to think a website is a one time set-it and forget-it thing. In fact a website is never truly done. It’s the maintaining and updating of the site that will be crucial.
E-commerce sites obviously know the value of fresh content. They are always adding new products. But all too often services-based sites seem to overlook this crucial element.
Site Maintenance – Like an Oil Change for Your Car
Imagine if you never changed the oil or did any maintenance on your car? It would have a negative impact and the car’s performance would start to dwindle and fade. You change your oil every 3000 miles or about 4x per year. This helps to keep your car running smoothly,
Well think of your site in a similar way – with quarterly website maintenance at a minimum. It’s like giving your site a little pick-me-up and to make sure every thing is ok.
Having Google Analytics installed so that you can monitor your site and pay attention to how it is performing overall. It’s like “looking under the hood” of your website.
Blogs for Adding Fresh Content and to Your Site
A blog can be a vital addition to your site which allows for a steady stream of fresh, relevant content. Furthermore, a blog on your small business website is a great way to showcase your expertise in your industry. Meaningful posts and topics can speak volumes about you and your business – keeping folks coming back for more.
Your blog can act as a Content Marketing channel. However, a blog is only as good as the consistency and quality of which you post. In essence a blog post every 6 months is not likely to do much good. And if a blog is the only means you are using to market or promote your site, then frequency matters!
FYI – you can turn comments off. That is an optional feature to consider on your blog.
DON’T just post updates to your Facebook page!
Admittedly this is one of my biggest pet peeves. Time and time again I speak with business owners who say they never update their website. Instead they just put any updates or new info on their FB page. There are a host of reasons why this is a bad practice. Simply put, NOT EVERYONE IS ON FACEBOOK! Nor do they want to be forced over to your FB page to wade through the chatter in search of info.
Be sure to update your actual website with upcoming events, new products or services etc.
Understand that FB is NOT for everyone. And people have good reasons for wanting nothing to do with it – (myself included!). So if you only update your FB page, then you are literally alienating an entire segment of prospects or customers. And from an SEO perspective, ignoring your website over your Facebook page is even worse.
Website Maintenance for Optimal Performance
Done correctly a website should evolve over time and not remain the same indefinitely. Website maintenance and or updates to your WordPress site on a consistent basis is incredibly important to your target audience and the Search Engines alike. Doing so helps build credibility and trust for your business. It shares information with your existing and potentially new customers and overall can be a positive reflection of the business itself. This in turn can ultimately drive more traffic, sales and conversions to your site.
Otherwise you could be missing out on top rankings that may be rightfully yours to own. And if your website has the same old stuff while your competitors are giving folks content which is new and fresh, your are likely missing out on sales or leads!
No time or know-how to maintain or update your website yourself?
Consider a Creative Services Retainer – which may be just the solution!
Written by Barbara Rogers of Future Primitive Graphics. Helping businesses grow through better design and search visibility solutions. From creating your business identity, designing and maintaining your print/digital assets to the importance of SEO for your website.
Creatively collaborating with those who genuinely want to make the world a better place with their products or services.