Your identity online is vital, and in some cases key to driving brand, product, sales and reputation. None more so than with small to medium businesses. Where many fall short is with managing and updating their content...full stop, let alone on a fairly planned or regular basis.
This of course can and likely is due to a lack in resources. As a small to medium pro-active company you will be focused on every aspect of the business that makes you operate as effectively as possible. So where is the time, the need and the skill set in some cases to find, design and plan content for any marketing...and in particular for your website.
We've put together a short 5 tip guide on why you need to address content management and the need to keep your site as up to date as much as possible.
1. Current Content
First impressions of your website would be the overall layout. However people are visiting your website because they are looking for useful information.
Changing content or a site redesign can also give you the opportunity to re-address how you communicate with all your visitors and to write copy that is simple, on target and more effective – remember, in the modern “go faster and faster” world you only have 2 -4 seconds to engage new visitors.
The content of a website should be considered to be the most important thing, as it helps in determining how effective a website is. Fresh and unique website content is a very important factor in encouraging people to revisit your site more often
2. Use Of Stock Photos
Do the use of images on your website currently reflect the business message you are trying to present? When your website was built, it may have been a necessary choice due to a lack of content. But many dated website designs have an over-reliance on stock photos.
Does your vision now for the business reflect the vision of someone else ie. stock photos. Does it provide an immediate connection in what you are trying to tell your vistors? Then there is also the chance to be unique and not look like A N Other business within your sector.
User experience (UX) - referring to the total number of visitors’ experience with your site— not just how it looks. UX includes how easy your site is to use, how fast it is, how easy it is to find information and how little friction there is when visitors try to complete whatever action it is they’re trying to complete.
Your website navigation should focus on nudging the right visitor toward the must-have experience.
4. Reducing your risk of getting hacked.
News of websites and social media feed getting hacked are becoming more and more frequent. Security flaws can rear their ugly heads on any website, new or old, but the likelihood of security flaws affecting an older website is much greater as it relies on older less secure coding and technology.
So if your website was designed and published some years ago. It would be well worth your while considering building a new site with more up to date technologies and safe guards.
Just like a website your digital marketing and SEO could be in need of a refresh. If you don’t update your website it’s sure to fall down in the search engine rankings. Search engines regard websites with the most recent content as the most relevant to web users.
Your content might be gold but if it’s the same content as it was 5 years ago then search engines crawlers might not think it is as relevant anymore.
Updated content allows you to rethink your keyword targeting and the overall conversion rate of your website. The way people search and how they search has changed dramatically over the last few years, especially with the explosion of smartphone devices now in use.
These are just a few points we tend to raise with our clients. Design and management of content for websites, social media, advertising and product launches are key focal areas for our marketing team.
We do this for clients across a variety of sectors..from construction to technology companies. Charities through to lifestyle brands. To discuss further on ways we can advise, help or manage your content, please do get in touch with the team - email us today