This is the first in a series of posts of website-car analogies.
Like a car; your website needs fuel. And the fuel for your website is its content. Inbound links and traffic will come to a good quality, well fuelled, site. Yes, you can spend money on buying visitors and links but if your site isn’t re-fuelled frequently don’t expect any passengers to hang around. They will jump out and walk, or hitch a lift with one your competitors. How often should you ‘refuel’ your site. This depends; the sky is the limit. The BBC website gets multiple new updates and additions to its content 24 hours a day. This is totally unrealistic for a small-business, even with a dedicated marketing resource. If your site doesn’t get updated in several months -it could get downgraded in the search rankings. Aim for once per month as a minimum. If you have a content management system there are no excuses. If you don’t have a CMS – get one!
Having a ‘fuel efficient’ website means making sure your content is working hard for you. Ensure your website is technically valid and up to date so you don’t get penalised by search engines. The highest grade fuel involves content which is relevant and engaging to both potential and current customers. Use a copywriter if you struggle to do this yourself, but I think you should always at least do the first draft, as you, the business owner, know the subject matter best. Create internal links between related content and your service/sales pages – this way customers have the flexibility to browse around and can find out about your offering without being subjected to over-contrived landing pages and sales-funnels.
Ask (and provide answers for) topical questions within your business sector. Users are employing increasingly sophisticated search phrases (in the form of actual questions). If you are found to provide the answer you could well land a customer.