Update website


Do you think it’s important to keep your website content fresh? After all, your website is your virtual storefront, and even if you don’t actually have a shopping cart on your site and sell directly to your audience, it still acts as a face to your company. It often makes the first impression for your prospects.


So among other things, your site should be clean, easy to navigate and provide a great experience for the user.

It also means that the content on your site is imperative. Your content should be clear, concise, and speak to your audience. If the reader is confused about what you do and the problems you solve, they’ll probably click off your site and look for someone else.

But just because your content is clear and easy to digest doesn’t mean you should set it and forget it. Instead, think about changing it up from time to time. This not only pleases the Google Gods, but it also provides you with a reason to invite readers to come back and visit again.

Before we get into how you update your website content, let’s discuss how you know it’s time to update it.


Signs your website content needs updating

Think about the last time you updated your site. When was that? If it’s over a month, you may want to think about refreshing the content.

What, if anything, about your business has changed since then? Have you rebranded, added products or services, or stopped offering products or services? Are these changes reflected on your site? 

Other clues that your site needs a refresh include:

  • It isn’t optimized
  • It loads slowly
  • The images are outdated
  • The basic information is out-of-date
  • It’s not doing anything for you, like driving leads

If you can relate to any of these, it’s time to think about refreshing your website content.

So, how do you do this?


1. Out with the old, in with the new

Whenever you wrote your website content (or had a content writer do it for you), chances are it was in the past. That means there are some straightforward things you can do to update the old information. For example, when you first published your site, does it indicate your business was 10 years old? If so, today it’s older, and you can update that.

If you have old products or services that you no longer offer, take them off. And, if you are offering new products or services that are not yet listed on your site, now’s the time to show them some love.


2. Share any new news

Has your company gone through a rebrand? Did you write a press release because you secured a new client? Any new hires you should feature?

Share this news.

Not only do your prospects and customers want to know about this, but it’s also great fodder for refreshing your website.


3. Repurpose your content

Let’s say that you do have a new product or service that you offer, or you hired a couple of new people in key roles. Include that information in the appropriate pages on your site.

You can repurpose turn that information a couple of ways by:

  • Turning it into a blog post
  • Including in your News tab (oh, you don’t have one? Now’s the perfect time to make one)
  • Posting about it on social media and drive traffic back to your site

Repurposing content is another easy way to add content to your website to keep it fresh.


4. Check your old links and add new ones

If you’ve linked to any external content either on your web pages or in your blog, check those links to ensure they are still in working order. And, if you can add any new external links, go ahead and do it.

And, as you create new content on your site, be sure to add internal links to other pages on your site that are relevant.


5. Think about your website’s design, too

Your website’s design works in tandem with the copy to give the reader an amazing experience. If the design is out of whack, then that amazing experience is elusive.

You want to make sure the pages are still valid, and the imagery is up-to-date. And it must be responsive and mobile-friendly.


Keeping the content on your website fresh doesn’t have to be a pain. Instead, think of it as an opportunity to keep your website relevant, clean, and up-to-date.

Want to discuss more?  Let me know you want to chat, and we’ll set up a time to do so. 


Content on your website


Do you have a website? Of course, you do. And chances are, you thought about the look and feel of your site well before you began to think about the content on your website. 

Am I right? 

I get it. You want your website to look good to the reader. After all, your website is often the first point of contact a prospect has with you and your business. 

A clean and easy-to-navigate website gives a great first impression if it includes things like: 

  • Lots of white space
  • Short paragraphs
  • Clear calls to action 
  • Crisp Images
  • Subheads

All of those components work together to make the user’s experience on your site better. 

But there’s one critical component that we are overlooking, and that is the content on your site. 

Your site can be the prettiest, coolest site on this planet but if it provides no value through its content, then it doesn’t matter. 

So how do you provide value with your content? Here are a couple of ways. 


Valuable Content That’s About Them

OK, content that’s about the reader. What does that look like? 

For starters, it should talk to them and about them, not you. While it’s true that your website visitors are there primarily to learn about you, what they really want to know is how you can help them. 

That means speaking to your readers about their issues and challenges. And you know what those are because you’ve helped others just like them. 

Let them know you understand their challenges. Talk to them about how you’ve helped businesses just like theirs who’ve faced the same ones. Answer the questions they have before they even ask them. 

Tell stories about other customers and the benefits they’ve received as a result of working with you.

By focusing your content on your reader in a way that helps them see that you understand their issues, you will also help them understand that you are a good fit for their situation, and that’s a big barrier to overcome. 

Of course, at some point, you do need to talk about yourself, and don’t worry; there are places where you can – and should – do that. 


Valuable Content That’s About You

The most effective place on your website to write about you is the About page. 

Many About pages are boring; yours doesn’t have to be. 

This is a great place to show off your personality and what makes you unique. It’s a place where you can share your passion for why you do what you do and give the reader a chance to really connect with you. 

It’s also a great spot to showcase how you work with your clients, the care and attention you pay to them, and what they can expect in their experience working with you.

Other great content that’s about you isn’t actually written by you. It’s written by your happy and satisfied clients. 

That’s right; I’m talking about testimonials. You should aim to have some on your website, but don’t confine them to one spot. Sprinkle them throughout the site rather than on one page devoted to testimonials.  


Other content to include? 

Other content that you want on your website includes clear calls to action and an easy way for people to contact you. 

Let’s talk about your calls to action first.

A call to action lets your reader know exactly what step you want them to take next. Maybe you want them to contact you, or perhaps you want them to see a blog article you wrote on a specific topic they’d be interested in. 

Your call to action can be anything really. But whatever it is, be sure to make it clear and stand out on the page, with a nice button and the words, “Click here to _________.”

And yes, each page can and should have a call to action. 

Your Contact page should provide your reader with different options to get in touch. If you include a form to fill out, think about also including your email address for those folks who don’t like forms. 


Consistency Throughout

One thing that needs to stand out on every page of your website is your specific tone and voice. This is something that you own and is uniquely yours. It should be clear and confident, but not arrogant – you don’t want to turn your audience away. 

It also should be empathetic and demonstrate that you understand the challenges and problems. 

If you combine great design elements with valuable content that speaks to your reader in a way that they understand and in a manner that compels them to take a next step with you, then I’d call that a win. 

To see if your website has valuable content for your reader, please contact me. I’ll take a look at no cost to you.