We've got together with writer Nichola Evans from Word-It to share our top tips on keeping your website content fresh and relevant – keeping your audience engaged and giving them a reason to visit again.
1. Polish and shine
When was the last time you went through your website with a fine-tooth comb, checking how up to date it is and if there are any typos or broken links that might have crept in? Before adding new content, we recommend reviewing what you already have to see if it can work harder for you.
If you have written, or even built your website yourself, having a fresh eye on it is helpful as all these things have an impact on how your potential customers, and even existing ones, view you as a company. It’s that attention to detail that makes you stand out.
2. Be a customer
It’s also useful to look at your website from a customer’s perspective. Is the basic message of your company clear? It may be obvious to you what you do and how it can benefit your customers, but it’s easy to get lost in detail and overlook stating your purpose clearly and quickly. Too much written content to wade through is off-putting to visitors, so make sure your basic information is easy to find.
Nichola says "I am often asked to edit website copy that has been written with with too many keywords, which mean the message has been lost and it no longer makes sense. For small companies, new business often comes from word of mouth recommendations rather than an online search, so although having keywords is essential, too many can confuse the message"
3. Get personal
Why you do what you do can be just as interesting to potential customers as what you do. Small businesses often avoid including personal information to appear bigger than they are, mistakenly thinking it isn’t professional. But telling your story and putting a face to your business can actually help build and define your brand – having a stronger impact and being more memorable. You may not think you have an obvious story to tell, but it’s always there.
4. Share your success
Customer testimonials, news stories and case studies allow you to keep your content fresh whilst demonstrating your skills and building credibility. Adding real information, in real time, about your successes has greater impact than generic text that just says you’re good at what you do.
5. Spread the word
Adding your social media feeds to your website, such as Instagram if your business is very visual, or Twitter for latest news, is a simple way to keep content fresh automatically, and acts as a news feed. Including social sharing buttons helps your readers spread the word.
6. Be an authority
Publishing a blog – giving people advice, offering an opinion, it all helps to bring people to your website. It shows you are an authority in your area. Plan a blog calendar and publish regular nuggets of gold to your clients and further afield.
Stella says “If you are unsure of what to write about or have exhausted obvious topics, consider getting together with another business to feature them as a guest blogger, or to share your expertise, just as we did.”
A website that is always changing, or a company which interacts with its audience gains more engagement and potentially more business. If you update your website often with high quality content and visuals, search engines look at your site more frequently, giving you the opportunity to achieve higher rankings.
We know that running your business well, ensuring you have happy customers and building your customer base is the most important issue for you. You may not have time to update your website regularly or to produce a blog. Or perhaps you just don’t have the skill and need some help with it.
Word-It can help with words whilst Salt can bring in the aesthetic energy with a brand refresh or some new visuals for your website. Together we can revitalise your brand and ensure your website is on message.
Get in touch to find out more about how we could help.
Word-It is a writing, editing and proofreading service. Be it web content, news and PR, or more formal reports, Nichola can help take away the pressure of having to think up new content and publicising your successes.