AMiable Solution #418: 5 Reasons to Update Your Website at Least Weekly
Your website is the one place customers can go 24 hours a day, seven days a week. Outside of store or office hours. Outside of customer service hours. It should feel like a resource. A solution center. An active extension of your business.
Making that happen doesn’t have to take a lot of time, but it does take commitment and consistency. Here’s why it matters:
1. Customers need current and accurate information. Is your business still operating on normal hours? Have your procedures, staff level, or product and service offerings changed? Many people make decisions—including whether or not to visit or support your establishment—based on your website. It’s absolutely crucial to keep it up-to-date, particularly in this COVID world. Although things are generally looking up in this country, each state, each county, even each community and business is taking its own approach to openings, requirements, etc. Updating your website immediately whenever anything crucial changes keeps your customers informed and content.
2. More frequent visits mean greater trust and more engagement. Think of your website as a blog on steroids. If you frequently update your homepage, blog, resources, insider’s tips, testimonials, sneak peeks, etc., your customers will make checking your website a part of their routine. You don’t have to make major changes. It could be something as simple as posting a new picture on your homepage every day or a practical new tip or product use once a week.
3. Prove you’re active and engaged! If you haven’t posted a blog in recent weeks, your market might think you’ve forgotten about it. If you haven’t posted a blog in a year or more, your customers might question if your business is even still active. Regularly posting blogs, swapping out your lead magnet (the freebies—like white papers, PDFs of cheat sheets, etc.—that you give away in exchange for an email address or other contact information), maintaining a current staff list, and tweaking your home page tells your customers and prospects that you’re open and ready for their business.
4. Pull readers deeper into your website and your offers. How? Routinely update or add calls to action. Do that through automated questionnaires that help visitors sort through your offers with a series of solution-defining questions. Invite feedback, insight, or praise. Use teasers and links to lead readers from one product to another. Whatever you do, do it for a defined amount of time and then change things up.
5. Encourage multi-channel marketing and receptivity. Many people think that the direct mail-website relationship works only one way: direct mail drives traffic to the web. The truth is, it works the other way, too. While you might be accustomed to building your email list from lead magnets, you can also build your mailing list by promising customers special, personalized offers and peruse-worthy catalogs delivered right to their doors.
However you choose to regularly change-up your website, make sure you make a plan, assign responsibility, and see it through.