If you don’t have a full-scale marketing team to manage your online presence, it’s very tempting to simply let your website remain static. After all, it looked pretty good and seemed to function well when it was first built. And if it’s not broken, why fix it?
The fact is that your website has a lot of potential to help move your business toward its goals. You can use it to engage, entertain, educate, persuade, and connect with your ideal target market. But it won’t do any of those things well if you let it sit around collecting dust. Allocating even modest resources to keeping your site looking fresh and inviting for your web visitors can make a big difference. Here are a few places to start.
#1 Audit Your Links
Nothing makes a website look defunct faster than broken links. Check not only for internal links that aren’t working but for links out to other sites and from websites that are referring traffic to you. Target Internet recommends looking in the Crawl Errors section in Google’s Search Console. “It shows you URL’s where Google have found errors like broken links (“404 errors”). This is a really useful report as it doesn’t only show you the broken links but also the pages which they’re linked to from.” This tool is free to use, and you should make it part of your monthly routine web maintenance.
#2 Shoot a Short Video
Especially in the B2B sector, few companies have taken the time to add video to their site. Your website will immediately appear more fresh and modern when you add a short video clip. It can be just thirty seconds featuring a welcome message from the CEO, an overview of a cool project, or a customer testimonial. The production quality doesn’t have to be stellar. It’s more important for the content to be authentic.
Tip: Don’t use a whiteboard “Explainer” video unless you have something to explain. It’s no substitute for putting a human face on your company.
#3 Keep Your Blog Current
Whether you hire an outside writer or rely on internal contributors, a regularly updated blog is one of the best ways to keep new traffic coming in and to show Google that your website is well-maintained. Aim for one or two new posts per month. To avoid falling behind, plan content in advance and create an editorial calendar. If coming up with new topics is a challenge, try this tip from Amanda Rodgers at Brand Wagon Agency. “One great way to get out of your blogging rut is to take a topic, and make a ‘mind map.’ Take a post idea, and brainstorm ways that that topic can be expanded into new topics.”
#4 Check and Update Your Images
Whether you have new team members, a new facility, new products, or other changes, these should be communicated visually on your site. Replacing stock images with professionally shot original images is an excellent way to make over a site. And don’t forget to update tags on older photos. SLR Lounge explains why here.
#5 Create a Helpful Giveaway
A full scale white paper is nice to have, but a checklist, report, or list of tips can be just as helpful for engaging visitors with fresh content. It gives repeat visitors another reason to stop by, and offers plenty of opportunities to drive new traffic through your social media accounts. Focus on creating something small but helpful—a bite-sized piece of content that business users can consume quickly.
Those are just a few of the ways you can update your content. But here’s one more that’s even more critical. If you haven’t mobilized your site to make it responsive, that’s the first thing you should address! Nothing looks more outdated than a site that can’t be viewed properly on a mobile device. For more advice and a review of your site, contact our team at Web Revelation today.