I often tell my clients that one of the worst things you can do to an existing website is not keep it current. In many ways, an out of date website is worse than no website at all.
One of the first items on my checklist when I analyze someone’s site is to look for a ‘last updated’ tag, because it says a lot about the information there. Believe it or not, ‘Last updated January, 24th, 2004’ doesn’t build a website visitor’s confidence.
A website that is out of date suggests to visitors that the site has been abandoned. With the rise of social networking sites like Facebook and Twitter, the length of time between ‘fresh’ and ‘out of date’ is getting shorter and shorter. It can be challenging to keep your website fresh without becoming a professional writer, especially if you are part of a sector or business that simply doesn’t change all that much.
The solution can depend a bit on how much time you have. If you can invest a couple hours a week, including a blog on your website can be a great way to keep people interested, and it has the nice side effect of proving that you are an expert in what you do. However, this can be daunting if you’re not comfortable writing.
If you are a little tighter on time, consider including your Facebook Page’s feed (or Twitter feed) on your website. That way, you can make quick posts here and there throughout the day, or pass on industry news and notes. This can also be a good option if writing isn’t for you, as the post will be shorter and visitors are more likely to forgive spelling and grammatical errors on social networking sites.
You don’t have to (and shouldn’t) rewrite you website every week, but a little new content here and there will let your visitors know there is still someone on the other end of the Internet interested in hearing from them.