Published November 2003 --
St. Louis Small Business Monthly

Keeping Your Website Content Fresh

By Jeffrey Florida

There are a variety of reasons why businesses don't keep their websites updated. Maybe the time needed to manage a website and an active business isn't available or seems too overwhelming. What ever the reason, if you consider your website to be a valid marketing tool for your business, the content within should be a priority. A high percentage of visitors to your website are your target market. They already have an interest in your product or service; otherwise they wouldn't be there. Here are a few simple things you can do to invigorate your website:

1. Create a small section on your home page for links to industry news that can be easily updated daily or weekly.
2. Use your website to shine the spotlight on a customer or feature a company product or service once a month.
3. If you don't have a "what's new" page, you need one. Let customers know about special promotions, achievements, or future plans for your company and product line.
4. If you have an F.A.Q. page, keep it updated with questions your customers are actually asking and trying to find answers to.

Depending on your industry, website content should be updated daily, weekly or monthly. If you are updating part of your site daily, look for ways to automate the process. However you choose to keep your website content fresh, secure return visits to your website by sticking to your schedule. Maintaining website content is just as important as changing the oil on your vehicle every 3,000 miles. If you neglect the responsibility for too long, it won't remain a functioning part of your company.

Jeffrey Florida is the owner and president of ZeroLevity Inc, a website design and hosting company.