5 CRITICAL MISTAKES BUSINESSES MAKE ON THEIR WEBSITE
About the Blog Series:
In this blog post series, Driven Digital presents you with chapters from their ebook, 5 Critical Mistakes Businesses Make on Their Website ... and How to Fix Them. Each post focuses on one major mistake Driven Digital has come across time and time again during their time working with companies.
#2 : Never Updating Website Content
A stagnant website won’t drive sales. If you are going to invest the time, money, and resources into developing and designing a new website, you also need to invest the time, money, and resources into keeping the content on that website current, including up-to-date product images, product information, and purchasing information. Failing to update web content will have a negative impact both on customer experience and rankings in search engine results pages (SERPs), affecting your ability to generate traffic to your website and your ability to turn that traffic into leads.
OUTDATED CONTENT IS BAD FOR USER EXPERIENCE
When information isn’t up-to-date, customers might erroneously assume that you can meet their needs when you can’t. One of the worst ways to start a relationship with a customer is when a customer calls or submits an online quote form under the false assumption that your products or services will work for him or her based on outdated information on your website. Right off the bat, you failed to meet the customer’s expectations. When your sales team has to explain that your website was actually wrong and you don’t have the product the customer wants, it is embarrassing and could damage your company’s reputation.
OUTDATED CONTENT DRAGS YOU DOWN IN SERP RANKINGS
Stagnant content is bad for your search engine rankings. Fresh content, on the other hand, can do a great deal to improve your search engine rankings. Google gives a webpage a freshness score based on the date it was created. This score gradually decays over time as the content ages. However, the amount of change made to a webpage over time will also influence its freshness score, as does the rate of change. Therefore, a webpage that is constantly updated with new information will score considerably higher in terms of freshness than a webpage that has never been updated. A higher freshness score will help you rank higher, so continuously updating web content is key.
UPDATING YOUR WEB CONTENT IN 4 EASY STEPS
Most manufacturers don’t update their website simply because they don’t know how to do so. Take these four steps and you can battle stagnation and keep your web content fresh, compelling, and exciting.
1. Make sure that your company has login credentials and access to the admin side of your site.
In order to update your web content, you need to be able to access the admin side of your site. If you don’t have login credentials, you will need to contact the people who developed your website and ask them for the login information.
2. Ascertain whether you are able to make basic changes and edits to your web content.
Once you have logged into the admin section of your company’s website, evaluate whether you can make changes to your homepage, product information, contact information, etc. If you are not able to do so or don’t know how to do so, consider hiring a web developer who can give you some basic how-to instructions. Remember, you need to be able to easily add blog posts, upcoming events, product information, product photos, etc.
3. Have a steady stream of new content flowing in your site.
How can you continually pump new content into your site? Customer reviews and blog posts are two great strategies.
There are a number of things you can blog about to produce fresh, compelling content. For example, you might blog about your products’ features, your company culture, a customer who uses your products, etc. You need a bare minimum of one blog post per month, and the more the better when it comes to driving up your freshness score.
- CUSTOMER REVIEWS
To generate fresh content on your site, it can be advantageous to accept and post customer reviews. To do this, you will need some kind of online review forum that is easy to access and use.
4. Create a plan of action.
Now that you know how to add fresh, new content to your site, it is time to create a plan of action so that it actually gets done. This action plan should include different ways you can keep your website’s content updated and different strategies that can be used improve user experience.
The takeaway here is that content is king. You need to continuously add fresh, new content to your website in order to keep your customers engaged and maintain your rankings in SERPs. Great content goes a long way in helping your company maximize its visibility, drive sales, and improve its bottom line.
About Driven Digital:
Driven Digital is a Pryor, Oklahoma based marketing agency that builds websites for manufacturers, industrial service providers and growing companies. We develop competitive advantages and earn manufacturers, more sales and more marketshare. If you are a manufacturer who is in the market for a new website or would like to know how we can make your website reflect the quality and success of your business, visit our website to get a quote or email us at firstname.lastname@example.org to learn more! Also, check us out on Facebook, Google+ and LinkedIn!
Driven Digital is staffed with real people, at a real office in downtown Pryor, Oklahoma. View our office on Google Maps.