Site Strategies: 8 Ways to Keep Website Content Fresh

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content refresh strategies

Key Takeaways

  • You’ve created a small business website that you are proud of and now you're ready to boost your online traffic.
  • Refreshing your site content gives customers reasons to keep coming back for more and captures the attention of online search engines. 
  • Our content refresh strategies will help you enhance your website content to build customer satisfaction and brand engagement. 



From building your small business from scratch to weathering the recent economic and logistical challenges of the coronavirus, you’ve worked hard to achieve success and become your own boss. One of your sources of pride is your website. As the hub of your brand, it gives people a place to learn more about your products and services, and lets you sell them 24/7, even when your physical storefront is closed.

Lately, however, things have slowed down. You’ve had fewer website visitors and your metrics show that people are spending less time on your web pages. With more people are spending time and shopping online, you should be seeing better results. Thankfully, there are a few easy ways to get your website back in the spotlight, so you can attract more customers and increase revenue.

Here are eight ways to keep your content fresh – and keep your brand followers coming back for more. 

1. Evaluate Your Content with Web.com’s Website Grader

Get a huge head start on determining what is working with your site content and what areas need improvement with Web.com’s Website Grader. This tool evaluates your website from the perspective of an online search engine to make sure you have all the necessary components in place to attract site visitors. It’s easy and accessible and provides website owners with useful feedback that doesn’t require years of experience and training to interpret.

Using Website Grader is as easy as typing your email address and website URL into the Website Grader homepage. Once you entered this data, an evaluation of your website will appear on your screen in just 60 to 90 seconds. To make things easy, specific text and image files are called out to allow website owners to see the items in question so they can take action to correct any issues. You can learn more Website Grader here

2. Start or Enhance Your Content Calendar

Whether it’s product updates, a new blog, a video or a podcast feature, you’ll attract more website visitors by giving them reasons to keep coming back. It all begins with a strong content calendar that allows you to plan your projects in advance. Staying organized is the key to using content marketing to grow your business and a content calendar helps you keep track of all of your blog articles and other content elements in one place. There are several ready-made options available including these templates from HubSpot, Trello and CoSchedule

3. Backlink to Older Content

Continually adding new content to your website is great but don’t lose sight of the text and graphic elements you previously published. You can gain fresh views for some of your older content by linking it to newer things you are posting. This helps to enhance the scope of your published material and gives people a reason to review some of your existing content in a new light. In addition, backlinking to previous content also captures the attention of search engines and helps your business and website rank higher in online directories. 

4. Strengthen Your SEO Strategy

Your search engine optimization (SEO) keyword strategy is an effective and affordable way to help customers find you when they are looking for local businesses on sites like Google, Yelp and Bing. Taking a fresh look at your SEO approach will help you keep pace with your competition and make sure your content is reflecting the key topics that consumers are searching for. This important aspect of your online marketing plan should not be taken lightly. To help you, Web.com features Professional SEO Services with customizable options for your specific needs.

content refresh strategy

5. Enhance Your Web Design 

One of the most important aspects of your website is its design and appearance. This is the first impression that many people will have of your business and brand, so it’s important that your site is attractive, eye-catching, clutter-free and easy to navigate. Everything from border treatments to your selection of photos and fonts can make a big difference in website and brand engagement. As a small business owner, you have your hands full. That’s why Web.com offers Professional Website Design Services. Simply tell us your goals and vision and our experts will do the rest in a fast, affordable and stress-free way. 

6. Make Your Site Mobile-Friendly

Many of your customers will be accessing your website on smaller smartphone and tablet screens and nothing is more frustrating than squinting to read a headline or accidentally hitting a link that takes you off the page you are reading. To help boost readership and interaction with your brand, be sure your site content is optimized for mobile devices. That means highly legible fonts and font sizes, navigation buttons that are easy to tap on and photos that don’t take more than a couple of seconds to load. 

7. Build Your eCommerce Capabilities

Having an online store helps you keep pace with your competitors and makes it easy for your customers and prospects to buy your products and services. As we head into the holiday season, experts are predicting that eCommerce revenue will hit record levels and you don’t want to miss out on this opportunity. Make sure your eCommerce store is ready to go with updated product and pricing listings, multiple payment options like major credit cards and other methods like PayPal and Klarna. Web.com can help you build your eCommerce capabilities with our Professional Online Store Services

8. View Your Site Like a Customer

Now that you have considered and perhaps implemented some of the suggestions above, re-enter your domain name and take a new look at your website content through the eyes of your customers. What do you see first and how does it make you feel? Is your site easy to navigate? Which sections are of the most interest to you? When you’re ready to buy is the transaction process fast and easy? Viewing your site from a new perspective will help to give you new insights into how to make your content more benefit-friendly for your website visitors.

Keep Customers Engaged With These Content Refresh Strategies

Your website content is the way you speak to your customers. Make sure it represents your brand personality and connects with your audience. By following these tips, you can help ensure that every interaction with your site is positive, productive and profitable. 

 

Products mentioned in this blog post include:

 

Images: Shutterstock