The Importance of Changing Web Site Content

Changing content is an important part of web site marketing and can be easily accomplished. Getting around to developing your web site in the first place may have seemed like enough work. The job of communicating with your target market is never really done.

Why is changing content so important? Changing content adds value to your web site, encouraging visitors to return. Your web site is like a brochure that interested people pick up and read through once.  It's an even better tool if it functions like a newspaper, a publication that folks return to again and again for up-to-date information.  The interested parties may be your clients, potential clients or your referral sources.  No matter who your visitors are, it's best to provide them with information that they find valuable.

The web site Ledge105.com changes content continually. For an example on the home page, the area in the middle right changes weekly to monthly, while the "Whatz Up" section changes daily. This site features random items that change with every visit to the page. Notice the multiple headers for the top of each page and random banner ads. This gives the visitor a different look with every visit.

Changing content is a part of search engine optimization.  If the content on your web site changes often, search engines will index your site regularly, sometimes several times per month. This keeps your site's ranking up-to-date.

What content should you change?
Facts about your organization should be updated as soon as they change. This may include staff changes, service changes, news, events, address, phone numbers, etc.  Setting rules on which standard content to change on a regular basis is the best way to encourage repeat usage from interested individuals, and may even encourage other web sites to link to your web site as a resource for their own visitors.  Linking helps your site in two ways, it increases your search engine rankings and it allows other web sites to act as a referral source to your web site.

If you need help changing your site's content, The Webwright is always here to assist you with all of your web site needs.