If you can answer ‘Yes’ to any of these questions, it’s time to update:
Your website footer says “Copyright 2010”.
Three out off five people on your staff page don’t work for you anymore.
Your “latest news” is about the company picnic 3 years ago.
Your about page is as old as your business.
Your site talks about products that no longer exist.
Your company’s phone number is nowhere on your website.
You haven’t updated your CMS software since the original install (Shoot! Were supposed to do that?)
No matter how hard you try, you can’t seem to make your site come up in a Google search!
Website Maintenance is a crucial foundation in any marketing strategy. Google ignores your website if it isn’t updated. Viewers get a bad impression if there is old data on your website. This isn’t about tooting your own horn, this is about making sure your website is visible when your potential customers are searching.
What kinds of things should I update?
Blog: If you don’t have a blog, you need one. Voice your opinions on your products, competing products, offer expertise, etc. This builds your credibility while also increasing your search presence.
News: 2. Much like a blog, your news section will be a running list of important announcements. Fill news with items such as recent awards, innovations, new hires, new promotions and new products or services.
Staff Directory: People like to see faces. Have a page with pictures and short bios of the people your customers will be interacting with. The flip side of this – if someone leaves or changes, keep this updated!
Home Page: Your home page should change to reflect changes within the site. Put the latest blog post or news item teaser on the home page. Change out your header images. More importantly – place Calls to Action (CTAs) on your home page that lead the user deeper into your site. For instance, a graphic CTA that invites the user to “Click here for a free demo”. CTAs keep traffic moving.
About Page: These are the business cards of the website world. Sometimes people actually read them – so if your about page says “we were founded in 1998 and have been in business 10 years”, then you are several years behind. Pay attention to anything that has a date on it. Longevity statements are great for building credibility, but if they are outdated, you have defeated the purpose.
Products & Service: For goodness sake, if you add, remove, or enhance a product or service, put it on your website! This is key for getting the right kind of search traffic.
Testimonials & Case Studies: Word of mouth is still the best form of advertising. If you make a customer happy, get them to tell you about it. Then put it on your website!