You probably already know the importance of having a website that effectively represents your business or organization. You may have even redone your website recently with a new look-and-feel to better connect with your customers or clients. However, unlike brochures and print ads, your website is a living, breathing organism that needs to be maintained on a regular basis. In order to make the most of your website investment, it is important to follow these website management tips after the launch of your website.
Website Management: Content
Most businesses and organizations are too busy to update their website content on a regular basis. For these companies, outsourcing content management to a single department or agency ensures consistency, and that your content is relevant and new. This is important for (1) your customers and (2) the search engines. If you want your customers to be able to find your website when they search the internet, you need to make sure your content is new and relevant – this is how search engines know to serve your website up in search results.
You may be thinking, how can I update my website that often? My services don’t change weekly or even monthly, and my phone number has been the same for 20 years. This is where your news and events, specials and promotions, and your blog become critical aspects of your website management strategy.
News and events: Publishing press releases, or adding event listings, to your website is a great way to keep your content current and give your customers a reason to come back to your website.
Specials and promotions: If you are offering a new and exciting service, or a discount on an existing service, say it loud and proud on your website. Change up these promotions frequently, and get the word out to current and prospective customers through email or other marketing tools.
Blog: Last by definitely not least is your blog. The content on your blog is website management gold – use it to show your expertise and provide valuable information to your customers. The blog should have keyword-focused content that will help you rank higher in search results. Add some flavor to your blog with videos and custom images.
You should update these prime content areas as often as possible, ideally one new piece of content each week. If you consistently post a blog this week, a news release next week, and a promotion the following week and repeat, you can give yourself a pat on the back for good website management.
Website Management: Platform and Security
Security Scan: At least once a month, you or your web management firm should do a complete scan of your website to check for security breaches or suspicious behavior. Has your website been targeted by hackers or bots? Are you receiving spam submissions through your contact form? Evaluating your security on a regular basis will help you track concerns and address them before they become a more pressing issue. Note, if your website contains proprietary or secure customer information, security checks should be done more often.
Platform & Plugin Updates: Also on a monthly basis, your web development platform and plugins should be reviewed for updates. If platform and/or plugin updates are identified, you or your development team should install those updates to ensure optimal performance of your website. Use caution when implementing these updates, because some updates can break elements of your website functionality without your knowledge. It’s a good idea to leave this task to a web developer or firm that can test the update on a development server before the changes are pushed to your live website.
Website Management: Design and Structure
Once a year, should give your website a good hard look. Has new technology been released that needs to be integrated? Have the search engines updated their algorithms, and now you need to improve your SEO (search engine optimization) strategy? Is your website design starting to look old and outdated? Have you hired new staff, added new services/divisions, or opened new locations in the last year? While all of these updates can be made as-they-happen, it’s important to schedule some time each year to do a comprehensive review of your website to ensure that it is up-to-date.
Better website management helps customers find you
Following these tips for website maintenance can significantly improve the usability and findability of your website. When customers – and search engines – have an easier time finding you, you increase your opportunities for sales and growth exponentially.
If you’re ready to give yourself a competitive edge while increasing traffic to your website and converting more leads, Millennium can help. Call or email to connect with us at 877-873-7445 ext. 201 or Lfanaras@mill-im.com.