When a business has a CMS website, often times updating it goes to the bottom of a to-do list. Trust me, I know that work can get busy and some things just are not as important as others. However, it is important to keep your site updated with fresh content for many reasons. Updating content on your website does not have to be a chore though, a few quick updates every so often can really make a difference! Sitepoint published a blog post recently with “5 Quick Ways to Freshen Up Your Web Site Copy” and I would like to expand on that with some B2B specific actions that you can do to add value to your website.
Photo Credit: Erica_Marshall
1. Update Information About Your Company and Employees
The first point the article mentions is to update your Bio. In addition to making sure your bio has the most recent information (including awards and presentations) make sure to check your company bio and employee bios as well. The About Us page is one of the most visited pages on a website and is important in B2B for validating your organization and showing that there are real people behind the scenes. It is crucial to make sure that the information about your company is always up to date and that the employee list is current and everyone has the correct titles.
2. Social Media Feed
If your company is active on Twitter or Facebook, then a feed of the most recent tweets and posts can be a great addition to a site if they are updated frequently. A feed that shows the last action being a month ago will not help your site since people will think that you gave up and are not putting forth the effort online anymore. However, an active feed will provide great fresh content to your website while showing your personality (people love to know that other people are behind the site, even B2Bs!).
3. Review Your Products and Services
When other businesses and clients come to your site they want to know the bottom line: what you have that will fill their need. It will make your company look bad if you do not have the most up to date information. Always keep a current list of products and services so that you are not stuck defending something that is incorrectly presented.
4. Review Action Items on High Traffic Pages
Take a look at your analytics (if you do not have any, set it up stat!) and see what pages are the most popular. Now think about what you have for action items on those pages. Any? Think of what you would like your visitors to do once they have viewed those pages and make it easy for them to follow through with that action! Add links to contact you or to view more information. Think of what information you would be looking for if you were visiting and provide that. Then set up goals so that you can see what is working and if visitors are converting.
5. Review Pages with Low Traffic and Take Appropriate Action
While looking at your analytics also take some time to see what pages are getting the least amount of traffic. Are those pages essential? Cut them if they are not. If they do have important information but no visits then maybe the pages are too hard to find. Review your navigation and make sure it is easy to get to the information people need. Finally, review the content and see if there is anything you can do to spice it up or trim it down so that it provides just what visitors want once they get there!
These are just a few things you can do to make sure that your website gives the right impression to your B2B visitors. Clients and prospects have more trust in a company that has an up to date website with expert information and the most recent resources. Your website is the hub of your online brand, so treat it well!