As Emphasize Design’s content development specialist, it’s my job to help clients create informative, well-written and brand-friendly websites. I love working with people to learn about their Calgary business, discover what makes it special and then convey that effectively to site browsers.
As satisfying as that is, however, it’s even more satisfying when a client contacts us for a new page to be developed or content to be updated after we have already built their website. Because to me, that means two things. The first is that they were obviously pleased enough with our work to maintain our relationship. And the second is that they were listening when I said that websites are not something to “set and forget.”
Website content should be regularly and consistently updated. Not only is it beneficial for SEO, as Google and other browsers like to see websites that are tended to and taken care of, but it also means that the site owners care enough about their customers and their online reputation to always be keeping their website front of mind.
So, how often do you need to update your website’s content? The answer is easy. When there are changes your customers or clients would like to know about. Examples include:
- Additions to your inventory
- New incentives
- Sales or discounts
- An update to your processes that will make your customers’ lives easier
- Developments in the industry that affect consumers
- Awards and accolades you have earned
Your content can also show another side of your business – the one that gives to charity and that is involved in the community. So if you do something you’re proud of, let people know!
Update Your Content vs. Updating Your Website
Although it’s not necessary to update your website as often as you update your content, it is something that should be considered approximately every two to three years. Appearance matters, online. Dig up a page that’s been unchanged for five or ten years, and it’s shocking to see the difference compared to current websites
Ways to Get the Most Out of Your Content
I always start with following my seven tips for creating good content for each website so that I know I have a solid foundation to work from in the future. It provides me a head start so it’s easy to keep restructuring, updating and manipulating what is already there to get the most out of content I have worked hard to create. A content marketing plan is absolutely essential for keeping organized to make sure I capitalize on industry peaks. A calendar also helps me be cognizant of ways I can use existing pages to nicely compliment and support new content.
Ways to make your content work for you include:
- Blogging – Blogging has been proven to help businesses in many ways, including by generating more traffic to your site.
- CTAs – Calls-to-action help convert your qualified leads into completed sales.
- Whitepapers – Whitepapers are long-form content that allows you to provide detailed information in a professional, appealing package.
- Newsletters – A well-crafted email newsletter is the perfect way to keep in touch with customers, offer special deals, and build lasting, mutually beneficial relationships.
Test it! A/B Contrasting for Your Content
A/B testing is a simple, effective comparison tool that well help you make the best decisions about your content, CTAs and design choices. A/B testing is aptly named, because it allows you to compare different versions of the same thing to see which works best. Generally, A/B testing works best when there’s a substantial difference between the versions you’re testing, so you can get a real feel for the style that best fits the page in question.
While there are many immediate benefits to comparing your alternatives directly, A/B testing works best when you stick with it over time. A/B testing is a very useful tool for many aspects of web design and digital marketing. We’ve created a resource to help you understand why that’s the case.
Website Design From Emphasize of Calgary
Your website is where people turn first to learn more about you and what you offer. You then have the ability to turn those prospects into loyal, long-lasting customers. Your content allows you to start developing trusting relationships before you even meet or speak with an interested client personally.
For all marketing efforts, your website the most powerful tool you have for telling people about your business — and the most affordable. Best of all, it works around the clock. People sleep, websites don’t. Contact Emphasize for content development and website design in Calgary.
