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.

---

Fern Reisss PublishingGame.com: Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Perceived Value Is In The Eye Of The Beholder

Q: My partner and I are having a hard time... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

Costly Web Copy Pitfalls

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

People Pleasing Postcards

Why are more businesses turning to full-color postcards as a... Read More

Dont Advertise Your Business - Market It!

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

Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

The toughest job you face as a B2B direct marketer... Read More

Have You Sold Your Internal Customers?

You can make the sale. You know your core message.... Read More

10 Important Steps to Mail Order Success

There are a number of difficulties a beginning entrepreneur may... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you... Read More

Developing the Unique Selling Proposition

The "Unique Selling Proposition" advertising campaign was developed by Reeves... Read More

Where to Find Cheap Brochure Printing

Whether it is for is a real estate listing, a... Read More

How To Be A First Class Marketer?

Did you now how to follow up a new customer... Read More

Loan Officer Marketing ? Why Realtors® Don?t Read Your Brochures

When you place brochures from every mortgage company side by... Read More

Choosing Networking Functions

Time is a concern for all of us. We only... Read More

Why Market to Generation X?

Generation X"--the 40 million or so people born between 1965... Read More

8 Proven Ways to Get Referrals

Do you find it hard to ask for referrals? I... Read More

Online Advertising Versus Traditional Media Advertising

Before I compare today's online advertising with traditional media advertising... Read More

Want To Be A Stronger Marketer? Work Your Marketing Muscles!

You want to be more flexible? You have to stretch... Read More

10 Steps To Getting Paid For Your Marketing Materials

How many times have you heard the same sound bites... Read More

Use a Guarantee In Your Headline To Increase Trust

Sometimes you can use a guarantee effectively in your headline.... Read More

The Great Direct Marketing Conundrum

Many a home business owner has spent sleepless nights thinking... Read More

Becoming The Obvious Choice In A Sea Of Competition

Differentiation, niche marketing, and positioning. These and other related business... Read More

The Path To Your Prospects Wallet Begins At His Heart

You want your prospect to make the decision to buy... Read More

4 Sales Strategies with Your Trade Show Exhibition Booth

Trade show booths can act as an excellent source for... Read More

Meaning and Marketing -- The Links

You know who you are and what you want and... Read More

Your Ideal Client

A lot of small businesses make the mistake of thinking... Read More

Michael Jackson, Classic Marketing Blunders And Your Wallet!

You couldn't help but be captivated by the unbelievably cute... Read More

Two kinds of Advertising for a Marketing Strategy

Advertising is the lifeblood of any business. If you do... Read More

Connecting With Your Clients

Many service professionals tell me that they are uncomfortable with... Read More

Word of Mouth Marketing

'Word of Mouth' is still one of the most effectivemarketing... Read More

How to Earn the Right

"How to Earn the Right..."Marketing your professional services is a... Read More

Limited Time Only (Shh! Its A Secret)

Under normal circumstances, you'd shout it from the rooftops. After... Read More