Are you convinced yet after six tips that building a website is challenging stuff? So much to think about, from obvious things like good content to crazy little details like telling a customer to “buy now” even though it may seem absurdly obvious. It can be so time consuming and intensive that by the time you’re done and the site is launched, all you want to do is breathe a sigh of relief, forget about it and wait for it to bring in business. But you know you can’t do that, right?
Having a website is more of a process than a project and even when you’re done, you’re never really done. If you want to be successful, think of your website like your new child. You need to nurture it and watch it change.
Tip #7: News, Blogs And Social Media Should Be Updated Regularly
If the last news article on your site is dated Any Time, 1999, it’s time to start writing. Better yet, if there’s nothing to say, eliminate that section entirely.
Many businesses fall into the “latest trend” trap and feel they must be part of the newest fad without truly understanding its purpose or evaluating its impact. But outdated news and forgotten blogs portray a number of things about your organization, none of them flattering.
It may seem as if your company doesn’t care about its website or the people using it. Or that you’re simply too busy to provide good service. It may tell visitors that nothing much is happening with your company or that it’s behind the times.
Whatever the perception, nothing good can come of it. Either get someone writing, or get rid of the section. And no, “Coming Soon” is not an option. We’ve all seen pages that have been “Coming Soon” for the last five years. Doesn’t inspire confidence, does it?
It’s equally important to keep the rest of your site current. This applies to the entire site, not just the news and blogs. If you’ve discontinued a product, remove it from the site. If you list dates and times of special events, remove them once the date has passed. It is not helpful to see “Free cocktails in Building A! February 3, 2003.” Much like outdated news, outdated dates tell visitors that you don’t care, are too busy for them or are simply too preoccupied to notice your calendar.
Although technically not part of your website, if you’re engaged in social media marketing, it’s imperative that you keep these channels updated. Why should customers be a fan of your Facebook page if there’s nothing of interest to see or learn? What’s the purpose of your Twitter account if all you can eke out is a “Good morning” once every other Tuesday?
Social media can be a powerful tool, or a frightful disaster, depending on your commitment to making it work. You can use these channels to drive traffic to your website and build credibility, but that takes time and commitment, so keep them updated or reconsider their relevance to your business.
As with all marketing strategies, good planning can make all the difference to your probability for success. Determine an update schedule and assign resources who will be responsible for it, whether updating your site, blog or social media.
How do you keep up with your website to make sure it’s changing in a relevant way?
Read More In The “Building A Good Website” Series
- Tip #1: A Website Should Be Informative
- Tip #2: Information Should Be Well Organized And Properly Distributed
- Tip #3: Information Should Be Relevant
- Tip #4: A Website Should Be Easy To Use And Navigate
- Tip #5: A Good Website Contains A Call To Action
- Tip #6: Forms Should Be Easy To Use And Understand
- Tip #7: News, Blogs And Social Media Should Be Updated Regularly
- Tip #8: A Website Should Be Search Engine Friendly
- Tip #9: Your Website Should Be At Least As Good As Your Competitor’s
- Tip #10: A Website Should Be Part Of The Big Picture