Have you ever come upon a website where you can instantly tell the website content is as old as the Internet? In fact, you may even suspect that the information is so dated that you can practically see virtual cobwebs appearing on the side of your screen.
And, while you might be too busy to notice, the fact is that your old website writing is sending the wrong message: it says you may not be in business anymore or, if they know you are, they may feel you do not have anything new that could be of value to them. Those businesses that do update their sites constantly – take, for instance, Perez Hilton (www.perezhilton.com) who updates his site 20-40 times per day with new copywriting material– see the most sizable increases in traffic.
Directing Traffic with New Content Signals
In taking the time to regularly update your website’s writing every few months or, if you have a blog, every week or two weeks, with new writing, you are leveraging the real power of the Internet as the vehicle your customers are using to find the information they seek. Your regular website content updates can drive this traffic directly to you in many ways:
Reinforces Marketing and Branding Efforts: Updating traditional marketing materials can get expensive, but an online presence like a website can be used to instantly renew marketing campaigns. Copywriting changes to your site can be viewed as a way to reach out to your audience with information on new products or services, changes in your company, or other materials that illustrate and reinforce your company’s brand attributes and value proposition. Even more effective is to add RSS feeds and online social media tools like Twitter, which are tied to your website to further your marketing efforts.
Attracts Search Engines: Search engines are charged with seeking out new information to analyse and rank that then can lead to changes in how certain websites are ranked on the search engine. Those that rank higher are the websites that refresh their content regularly get greater attention from search engines that consider these sites as more important for what search engine users want than those sites with what are called static pages. Getting rid of your current comatose content is as easy as updating your home page, adding a blog, and linking new online writing to pages on your site that may always be static like those containing a library of articles or list of services.
Excites the World Wide Web Audience: In a world driven by information and knowledge, nothing excites the Internet audience more than new information that helps them solve a problem or keeps them entertained. You can do this again through a regularly updated blog or adding a section on your website of brief, but insightful, articles related to your business or industry. In returning to the example of Perez Hilton, when the audience knows something new and interesting is provided on a daily basis, they return just as many times to see what the new posts contain. While the average business does not have to go to this extreme, it’s clear that when the target audience knows you provide insightful and fresh content regularly, traffic increases as does the potential for more sales.
Strengthens Your Competitive Advantage: If your competition only offers stale and static information, your target audience will go to you if you have something new and different. It may be that the audience then sees you as the expert on a particular need, service, or product because of this new information or they may perceive that you are more interested in appealing to their interests because you update regularly.
Attracts Linking Partners: Traffic can reach you faster when other websites link to your content. This will only happen when these other sites sense that you regularly refresh your copywriting with information they know will be of interest to their readers. Only the freshest, most unique online writing will be considered as tasty bait sure to reel in the links that connect you and your target audience.
Online Copywriting Refresh Artists
Refreshing your website content does not have to be complicated or expensive. Invest in a partnership with online copywriting experts who know how to create blog posts, forum writing, and informative and articles based on current and relevant topics as well as who are keenly aware of the right keywords, format, and linkages that most effectively transmit refreshed content based on your marketing and brand messages.