I hate cleaning out the refrigerator. It’s one of those mundane household tasks that I put off until later. That is, until the fridge starts to smell and bulges with leftovers.
Website content is a lot like refrigerator content. It looks good when you first put it in, but the decomposition process begins immediately.
Unfortunately, there’s no fuzzy food or strange smell to remind you to clean up your website.
When did you last read your website content?
If you’re like most business owners, you haven’t thought much about your website since it was launched months or even years ago. You’re caught up in the day-to-day tasks that bring in revenue, and you have little time to think about marketing.
Let me tell you the sad truth about a lot of business websites. They are launched with lots of fresh, crisp content that very quickly becomes stale (and sometimes a little rancid).
Web designers are as bad as everyone else. In fact, we often throw around the cliche “the cobbler’s children have no shoes” because web design companies have some of the most neglected real estate online.
So, when we launched a new website for Paramaya Web Consulting last year, I added one more item to my monthly To-Do list. Once a month, a calendar alert reminds me to conduct a content review of each page of the website.
I highly recommend that you add this task to your calendar (or your assistant’s calendar).
Why Fresh Content Matters
- Your website content might be lying to your customers. Your business is fluid. Your services, products and people change over time. Your website should reflect the nature of your business now, not two years ago.
- You may be missing valuable marketing opportunities. Did you open a new location last month? Have you added a new product line? If you aren’t using your website to generate buzz, you are missing out on the true value of the web.
- Search engines love fresh content. Websites that are updated regularly with new content tend to rank higher in search engine results.
Set a Content Review Schedule
Using whatever task management or reminder system works best, make a plan to look at your website critically every month or two (unless you have serious content strategy needs). Below are some questions to ask as you review the content.
- Is there any out of date content that needs to be removed?
- Does the content work to achieve current business goals?
- Does the content accurately reflect our products and/or services?
- Is the contact information accurate?
- Is there any missing content?
- Are there any business changes or events that need to be promoted on the website?
Like it or not, most website content has a shelf-life and you can’t afford to ignore it.