Last week we laid out 12 questions you can use to gauge your web site’s effectiveness. Question #9 talked about making regular updates to your site, and I wanted to talk about that in a bit more detail.
Often a new web site owner thinks, “Okay, I took the plunge and got a web site for my business. Now I can get back to my daily routine and let my website sit out there on the web and do its thing.” You can do that if you like, but it’s not going to bring you much value.
Your web site must be dynamic.
We’ve said previously that your web site has to be like a well-designed retail store: user friendly and inviting. And like all successful stores, to keep customers interested and coming back for more you have to give them more.
You have to update your web site with interesting and relevant information often. It’s an easy and inexpensive way to hold your customers attention.
A great way to do this is by creating a blog for your site, like this one, that offers regular viewers helpful hints and industry updates. Another way is to include a calendar of upcoming events or sales. Anything that will give you the opportunity to have an ongoing conversation with your customers can work double duty as a web site update.
If your customers become bored or disinterested in your site, they will find one that piques their interest more. Don’t let that happen to your web site. Update it frequently and your customers will find it worthy of repeat trips.
Until next week.
-Dave Borland
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