Why updating your website is good for business.

There’s two sides to this coin… How often should I upload fresh content and how often should I change the design of my business website?

Time is money, so let’s get a few crucial points out of the way first:

1. Website relevance: A brand’s website typically has a shelf-life of 1-3 years. It is prior to this time that the website will be visually stimulating, engaging and relevant. Outside of this timeframe, new trends and technologies have usually emerged which may improve your website retention rate and engagement. While this is not a hard and fast rule, you should think about redesigning their websites every time you upgrade your phone.
   Any redesign should be focused on solving a problem that the website has historically had and improving the user experience. This can be through updating the visual appeal or by rearranging content to improve the website’s architecture; or a combination of both.
2. Updating content: Updating website content is different to updating the site’s design. Ideally, businesses should add new content to their website on a monthly basis but if permissible, weekly is optimal. Each time you update and add new content, Google trawls and indexes your sites information and attributes authority to the content. Although it varies, it can take as little as 4 days (and up to 6 months) for a site to be crawled by Google. The more often you are creating and uploading content and using relevant keywords, the more Google will return to your site. 
3. Updating for continuous improvement: Ideally, you will have someone in your business who can focus on updating your website on an almost daily basis as a way to continuously improve your users experience and fix any issues. Websites are real-time ambassadors for your business, so it is important that it is up to date, functional and provides a great experience to anyone who visits.

So let’s recap on this:

1. Redesign every 1-3 years
2. Upload new content every month or week
3. Improve your website frequently

If you’d like help with redesigning your existing website or creating a new website for your brand, you can book a marketing review here.

During the review, we’ll consider your business growth goals and current challenges limiting that growth. We’ll then create a marketing strategy in response that considers which marketing activities to prioritise, and when. Finally, with a clear marketing plan, we partner with you as your marketing agency to execute the activities and provide monthly reports on progress.

Don’t leave your marketing up to chance - book a marketing review with The Brand Shop, and get clear about how you continue to grow your business.