Listen, if your website was a person, it’d be asleep on the couch in yesterday’s clothes sleeping off a three-day bender. Not dead, exactly, but closer than either of you’d like.
There are many small biz websites that are built once and forgotten to a dusty cyber graveyard. That’s kind of normal. I built mine about three months ago, and except for the blog, the content doesn’t change much.
So what do you do? You could go scorched earth and burn the whole thing to the ground for the insurance… no. Too far, Tal. Too far.
Don’t commit insurance fraud. Refresh your content instead! Here’s how:
Cut the Cobwebs. Audit What’s Still Working
Take a look at your homepage. Does it still reflect the services you offer? This is one of the most overlooked pieces of information. Some businesses will worry about tone (and they should) when the services on their website haven’t been offered in six months.
Check for that ancient content. “Happy New Year 2018!” isn’t a fresh vibe.
Check for broken links. You can run it through a free site-checker like Broken Link Checker or Google PageSpeed. It’s worth it.
Update Your Copy. You’re Not the Same Business You Were
When I first launched my content writing career, I was so focused on sounding professional, crisp, and no-nonsense. It served me well for awhile and landed a few clients here and there, but it wasn’t what it should have been.
Until a friend of mine said “you don’t write like that anymore. Why try to sound like you do?”
And she was right. My new strategy relies on witty and bold, not HR manual, but my copy didn’t reflect that. Leave the professional sound for corporate goblins if you can (unless that’s your vibe, the rock with it).
While you’re updating copy, add a fresh CTA that reflects your goals right now. Don’t ask them to book a call if you’d rather have them visit and vice versa.
Add Something New – Even Just One Thing
A short blog post, a new photo, updated hours – those are all signs of life. It doesn’t have to be something groundbreaking or paradigm shifting (do people still say that?).
If a post answers an FAQ or celebrates a recent win, so much the better!
You don’t have to blog every day or even weekly. Just show that someone’s home.
Make Sure it Works on Mobile
Mine didn’t and it cost me. Not money, directly, but opportunities.
Pull up your website on your phone and pretend to be a potential customer. Can you find what you offer? Your location? Or how to contact you without squinting or rage-scrolling? You can’t? Then neither can your customers.
Show Off Your Personality
Remember when I said leave the professional copy for the corporate goblins? That advice won’t work for everyone. And it shouldn’t.
However, your copy should reflect your voice. If your voice is corporate pro, work it! If it’s more chaos demon, work that. People buy from people, let them get to know you.
Add a photo! Replace those stock images with a real photo – even a pic from your phone is better than “dog playing frisbee.” Even if the dog is adorable.
Finally: You’re Closer Than You Think
Your digital home doesn’t have to be perfect. It just needs to be alive.
A small refresh can mean worlds of difference in how people see and trust you. And your business. Put that legwork in once in awhile. It’s worth it.
Want help with your refresh? I do that. We should talk.
Want to do it yourself? Download my content refresh checklist!