Refresh Your Web Site

So you have a Web site. And so does most every business these days. But what you really need is a way to set your business apart from the competition, an online presence that will keep clients and prospects coming back again and again.

As usual, outstanding content may be your solution. While clear, well-written content is vital (see my June 2004 newsletter for tips about this), fresh, well-written content may be even more important for bringing new and repeat visitors to your site. Fresh, or regularly updated content, can help you and your business in several ways:

1. Higher rankings. Frequent updates can help your site rank higher in search engines, making it easier for Web surfers to find you. 2. Regular visitors. Often-refreshed content can keep your site interesting, giving visitors a reason to check back frequently for new information. 3. Updated appearance. Adding new content on a regular basis makes your site appear current. When a Web site's most recent update is from August 2002, visitors may question whether the company is dependable or even still in business. 4. Enhanced reputation. Regularly freshened content can help establish your company as an expert resource for your target audience. By providing frequent updates and useful information, focused on your target market, you'll keep them coming back for more of your expertise and eventually, to buy your products and services.

Keeping content fresh sounds like a big job, you may say. Just how often am I supposed to be updating my site¡'s content, you may ask. While the answer will vary depending on your industry and your target audience, regularity is crucial. Some sites add fresh content daily, while others do so weekly or monthly. Even quarterly updates are better than none at all. But the more frequently you update your site's content, the more likely you'll be to reap the benefits above.

So how do you keep your content fresh? Actually, there are a number of different methods, and the ones that work best for you will again depend on your industry and your target audience. As you determine what your 'fresh content' strategy will be, consider these options.

* Industry news. Make your site the resource of choice for people in your target audience who want to stay updated on the latest news in your industry, community, or product suite. If you keep up with industry news yourself, try posting the most interesting items to your site. If not, hire a writer or project manager to brose the news for you and post it on a regular basis. If you want a continuing update of recent news, consider using an RSS feed, which delivers news about your chosen topics on a continual basis.

* Company news. Keep visitors updated about what's going on at your company by posting press releases or other company news on your site. One of the most effective methods of communicating company news and keeping visitors interested is to publish a case study or success story on your site each month. A case study that details how your company has helped solve a particular problem for a client can be a powerful tool in convincing other prospects to work with you.

* Informational articles or reports. Most every business employs experts in its field. Utilize the knowledge of your experts to publish online articles or reports that will offer helpful information for your prospects while convincing them that your company is an authority in your field.

* Newsletters or Weblogs. Publishing your own regular newsletter or Weblog (also known as "blog") can be an excellent way to keep Web content fresh and relevant. With a newsletter, each new issue can be easily uploaded to your site, instantly adding fresh new content. Many small business owners host blogs on their own sites, and their content is freshened each time they add to their blogs.

The best method for updating your Web site content may be one of the above or a combination of them. Regardless of the method you choose, the important thing is to keep that content fresh. It may be your only chance to set your Web site apart from the competition.

Nancy Jackson of The WriteShop helps companies better market their products and services with powerful written communications including Web content, newsletters, brochures and custom publications. Subscribe to or read back issues of her FREE monthly newsletter at www.writeshoponline.com.

---

What Is Better Than FREE?

Oh come on! FREE is free. Zero, zip, nada, zilch.... Read More

Peek a Boo - We See You -- 7 Trade Show Tips for Marketing Managers

Peek a Boo - We See YouDoes your company have... Read More

Telemarketers Dont Like Them? Heres An Idea For Ya!

Telemarketers... ooohhh... I'll bet we've all got a nice story... Read More

The Silver Bullet For Success: Revealed

Looking for the magic formula or the whiz-bang approach that... Read More

Itchin For Some Nichin

The whole idea of Niche Marketing is exciting! The possibilities... Read More

What Does Marketing Mean?

You can have the best little business ever with wonderful... Read More

Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for... Read More

51 Ways to Say Thank-you in a Fundraising Letter for a Non-for-Profit (Includes Examples & Samples)

One of the hardest jobs in fundraising is crafting original... Read More

CRM Star Wars: When Marketing is from Venus and IT is from Mars

Inherent tensions exist between marketing and IT. This is often... Read More

What Can Star Wars Teach You About Creating a Buzz for Your Business?

Many people think marketing is some type of mystery that... Read More

Eliminate Your Competitors With 2 Simple Steps

In business, having competitors goes with the territory. There's almost... Read More

Incestuous Relationship Between Football and Marketing

Thousands eyes were fixed. Hearts were beating hard against the... Read More

Produce More Sales from your Email Promotions - Part 2

Do sales come from your ezine regularly? How many well-written... Read More

Direct Mail Leads - Brand Identity Guru

Direct mail can be one of the most effective tactics... Read More

15 Ways to Promote eLearning Programs

Pre-note: In this article, teleclass is an example used to... Read More

A Pass / Fail Test for Any New Market

If you are considering entering a new target market, with... Read More

Read Your Markets Mind - 3 Great Market Research Resources

Starting a new online business, developing a new product, launching... Read More

How A Tiny 10 Year Old Girl Can Throw A 20 Stone Man - 3 Key Lessons In The Gentle Art Of Business

Half my immediate family trained in Judo and excelled in... Read More

Ten Reasons Why Most Yellow Page Ads Fail -And Yours Does Not Have to

Grant Directory users are ready to buy Yellow Pages have... Read More

Develop Your Curiosity And Increase Profits

If anyone was to ask me what my greatest strength... Read More

Catalogs are Selling Machines

If you've got a mailbox, you're no doubt aware of... Read More

What the Heck is a Campaign and Why Do I Need to Do One?

Many people ask me, "What is a postcard campaign, exactly?"... Read More

Are You Playing Checkers or Chess?

When you think about how to attract more clients for... Read More

Modern Marketing With Postcards

Postcards may be one of the best kept secrets of... Read More

Costly Web Copy Pitfalls

One secret to a site that sells: Look at your... Read More

Marketing Messages: Your 10 Most Important Business Principles

As a self-employed professional, you have two basic strategies for... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 5

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More

Create Your Own Rumors

A consultant new in the city asked me how I... Read More

Making Your Mark With The Millennials

Generation Y--The second-largest crop of young people in America's history,... Read More

Market Yourself as the Expert

As a small business how do you compete with the... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

Don?t Put All Of Your Eggs Into One Basket

I vaguely remember a particular story from my childhood. It... Read More