A website represents who you are as a brand. For many of your current customers the first things they ever learned about your business was from your website content. Shouldn't your website represent the most relevant information available?
There is a lot of discussion online about content strategy and how businesses can leverage content to get new customers. The first place to start when considering content strategy is making sure your website information is consistently made up-to-date. Here are some reasons why this important.
Accurate Information Converts
Let's imagine last week someone had been researching online for a business like yours. They found your website and then sent you an email asking to make an order. Now, what would have happened if your website reflected an old outdated email address? Sure, your web design might look great, but inaccurate information like this is detrimental for conversions. You would be surprised how often mistakes like this happen. Your website needs to keep accurate phone numbers, fax numbers, office locations, etc. If your office just moved to Kitchener, Ontario you don't want it show your old addresses in Waterloo or Cambridge Guelph. Make sure you send new customers to the right place!
Up-to-date Content Is a Positive SEO Signal
SEO (Search Engine Optimization) is about improving your rankings in search engines like Google. Google wants to display websites for their users that have the best information available. That is fundamentally the goal of any search engine. A website that hasn't had any updates made to it in over a year will likely be stale. Google notices this. Google also notices websites that have regular updates, and favors these over old sites with little content. Freshly updated content is a clear sign of a healthy and growing business.
It Isn't Difficult to Update Content Anymore
Gone are the days when business owners needed to learn complex web coding languages. There is a large variety of easy-to-learn web builders and content management systems (CMS). The space is competitive, ranging from cloud based drag-n-drop builders to open source e-commerce platforms. Although there are many options to choose from, each is quite different and excel in different areas.
WebWiz@rd is REM’s proprietary CMS. WebWiz@rd focuses on a wide variety of features that work under one system. This makes it easy for you to cover a wide variety of verticals. After you get a CMS like this you can add a blog to your website, maybe a complex form, or e-commerce. It even includes an advertisement engine that can drive conversions on your website. With intuitive tools like this it is easy to see why you should keep your website up to date.
Get Your Message Out There
Having up-to-date content is starting point for any successful content strategy. Your website is live 24/7, so make sure your message is fresh, relevant, and accurate. Accomplishing this has never been more important or easier to do.
So, go ahead and develop a cadence for yourself, and routinely update your website with new accurate material. When you do make sure to track your website activity through analytics. You will see the benefits.