It seems like only yesterday that you gave your final approval and launched your company website. The heavens opened, the angels sang, and you got lots of good feedback. You breathed a big sigh of relief. Now you can get back to business as usual.
Your website has performed well since it was launched. It told your company’s story, attracted new customers, offered good information for current customers, and helped your sales team convert leads. If you’re honest with yourself, you would really like to avoid the entire, time-consuming process of review and revise. Do you really need to go there?
Unfortunately, your story may have changed, and most likely, so have your customers. Like it or not, it’s time to take a look at your website and make some updates. If your business has not changed enough to require a complete website redesign, updating it doesn’t have to be as overwhelming as it feels if you focus on ONE element at a time.
The following are five suggestions to keep your website relatively intact, but provide a fresh user experience.
1. Replace tired graphics with interactive images and banners that highlight your key products or services and drive action to desired content.
2. Add a News & Events section to your site. Determine a time period for posts that works for you, start slow and make sure to keep it up to date. Include community service, awards, new employees, and press releases. Give people an opportunity to get to know your business more.
3. Add video clips. These may be customer stories, product reviews, or how-to instructions.
4. Include a social media feed, and update it regularly. This can be fun!
5. Start blogging, and update it at least once a week. You’re an expert, so share what you know.
A word of caution: Choose new content thoughtfully.
While the goal is to keep content fresh, it’s also important to remember to offer users something that matters to them. New website content should be useful, timely, and relevant. Ask them to interact by watching, commenting, or completing a survey that lets them know you care what they think. If you ask for feedback, respond. Savvy consumers are no longer satisfied with hearing your story. They want to interact with you before they make a buying decision.
One of the keys to securing a good page rank in search results is fresh content. Updating your website regularly not only makes for a better user experience, but also gets you more site visits. Chances are good that if your website was well-designed in the first place, making necessary changes will be easier than you think, especially if you prioritize and make ONE improvement at a time.