It is helpful to think of your website as a living, breathing, and evolving entity on the Internet. Whenever you update your website, that influences the interaction it has with customers, visitors, and search engines. In contrast, a static website could be interpreted by search engines as being non-functional and no longer responsive to people’s online searches.
When you update your website with informative, fresh, and rich content, search engines will likely rank your business much higher on Search Engine Results Pages, or SERPs. This means your business will be seen by more people, creating a pool of potential new customers coming to your site.
Your website is a powerful marketing tool that plays an integral role in attracting new customers and growing your profits. Like a garden, your website needs to be tended to and fed with fresh content so it stays relevant, secure, and compelling to visitors who will decide in mere seconds whether to explore your site or leave. Put simply, your company’s bottom line depends on the efficacy of your website as a customer generating machine.
Why You Need to Regularly Update Your Website
Adding New, Useful Content Builds Trust with Customers
When you provide useful and fresh content on the benefits of your products and services, for example, you are demonstrating to visitors and existing customers that your company is a knowledgeable and relevant player in your industry. This breeds trust among customers and prospects.
When people in your target audience trust you, they are more likely to buy your products and services, and this is the main goal of websites.
More Relevant & Fresh Content Improves Search Rankings
If you want your website to drive growth for your business, then it is vital that you regularly publish new, relevant content. This gives your site more opportunities to include keywords that will get the attention of search engines. Higher rankings mean getting found by more people looking for your products or services.
Keep in mind that the top 10 positions of any search result are the most powerful ranking spots to increase organic and natural search traffic to your website.
Keywords are in big demand when it comes to the algorithm chart for search engine indexing and ranking. When you update your website regularly with fresh content – whether it is product updates, blog articles, news on your business, or customer reviews – this enables your business to optimize this content with relevant keywords that can draw more visitors to your site.
Remembering the maxim that “content is king,” it is incumbent upon your business to refresh your website content with interesting and compelling information that will connect with visitors.
Your goal is to publish informative, valuable content that is relevant to your industry, as this will help establish your website as an authoritative site.
When you take the opportunity to update your website frequently with top quality content, users of your site will become loyal followers and that can lead to more buyers of your products and services.
Revitalizing Your Website Design to Improve User Experience
While content is vital to ensuring your website stays relevant and engaging, the design of your site is just as important. It’s in the best interest of your business to pay attention to the design and user-friendliness of your website.
Elements of design that have a significant impact on the user experience include navigation structure, color schemes, having a responsive design, and attractive images.
Having a responsive design is paramount to keeping users on your site long enough to become interested in your products or services. For example, consider that more than half of all visitors to your site are using mobile devices. So if your site is not designed with smartphones and tablets in mind, you could miss out on a lot of potential new business.
Improving Visual Appeal of Your Site
Updating your website gives you a golden opportunity to take a fresh look at your design strategy and identify ways to improve the visual appeal of your site. It’s a numbers game when it comes to attracting visitors and convincing them to stay on your site long enough to make a purchase. One major factor in persuading users to explore what you’re selling is to make your site as attractive as possible.
Does your site look professional? Do the pages contain useful information that will convince readers you are an authority in your industry? If your website is poorly designed and structured, and appears out of date, visitors will make that assumption about your business. Then you’ve lost a potential sale.
The layout of your site should be harmonious and consistent, making it easy to consume information. A salient factor that determines visual appeal of your website is photography. For example, many times, outdated websites rely heavily on stock photos. You want to utilize as much as possible custom, original photography that captures the essence – the uniqueness – of your brand. You want each image to immediately connect with the website visitor.
Keep in mind that your images on your website should be properly optimized for the Web so your uploading speed is not compromised.
Even if you make minor changes to your brand, it justifies reflecting this core change on your website. In fact, you should tailor the look and feel of your website to such developments as changes in your products or services, alterations of your brand image, a new approach to your business strategy, etc.
Remember that your website is the face of your company, and you want your site to be in sync with your business. This way you can better manage expectations with visitors to your site and effectively guide them toward making a purchase.
Updating your website gives you a chance to search for plugins and third-party Web apps that you can integrate into your website to provide a superior user experience. Adding the right plugins and Web apps can enhance the performance of your site and more effectively engage users.
Some examples of possible integrations include:
- Google Analytics
- Payment Gateways
- Reservation or Booking Systems
- Ecommerce plugins
Regularly Updating Your Site Gives Your Business a Competitive Edge
By regularly updating your website, you identify ways for your business to remain a relevant and dominant player in your industry. Making critical changes – to content, design, technology – on your site will help ensure that you’re meeting the needs of your customers, attracting a steady flow of new customers, and satisfying the search engines.
In an ever-changing marketplace, it is important that your website stays current with the latest trends in online consumer searches and website technologies so it can continue to play a major role in generating sales and strengthening your bottom line.
Spotted Fox Digital Marketing — Building Brands with Purpose and Passion
At Spotted Fox Digital Marketing, we partner with businesses like yours to provide a full range of in-house digital marketing services. Spotted Fox Digital is a top-rated Tri-Cities Marketing Agency that believes in relationships, transparency, and trust! We are a results-driven top-ranked marketing company that uses responsive websites, targeted advertising, social media management, video, SEO, and more!
Our work is backed by data, providing your brand with the marketing insights needed to scale! Spotted Fox Digital marketing experts help businesses understand, reach & engage with their audiences through our digital marketing services.
If you are interested in scheduling a marketing consultation with us, we invite you to call Spotted Fox Digital at 509.792.3283 or complete our Online Contact Form.