Maisie Lloyd
I'm passionate about recording the world, but most of all driven by creativity and collaborative environments. My experience revolves around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
Your website isn’t just a brochure
We recognise the common misconception that a website is that it doesn’t need to be frequently updated with content in order to deliver for the audience. However, that’s just untrue. Yes, a business’s website should absolutely include information regarding the services or products they sell, but it also needs to offer value beyond that.
A website needs to serve its users but also evolve with them in order to retain them. This can be through taking part in trends, creating content optimised for search engines, to add additional value and keep customers returning.
Fresh Content Signals to Google That Your Site Is Active
Search engines tend to favour websites that are regularly updated with fresh and valuable content. Google, for instance, will actually have a preference in how ‘fresh’ content is, depending on how timely the subject matter being handled is. A few examples of timely content include news articles, studies and trends.
This is a consideration that needs to be made when creating content. Having an appreciation for Google’s tendency to favour fresher content for its results, allows you to better strategies how to keep content fresh. If your competitor updates their blog monthly and you haven’t touched your site in 2 years, guess whose site gets crawled more often?
Updated Content Builds Trust with Visitors
It’s apparent when content is dated, whether that’s due to price changes that aren’t reflected in the content, or specific times are included in the content that date it.
Fresh content reinforces the impression that the reader gets, which is that it’s professional, demonstrating an attention to detail, and that your content is relevant. This is especially important in industries like beauty, healthcare, and dentistry, where trust and credibility are key.
Your customer’s questions and concerns will always evolve, which creates an opportunity to constantly make new, useful and fresh content that builds trust with the audience. So even if your services stay the same, your customers’ needs and search habits shift.
There are a handful of instances where content will need to be updated, some examples of this include changing regulations in various industries, any aftercare advice, or seasonal new treatments and industry trends.
Blogging Isn’t Just for SEO — It Shows You’re an Expert
Whilst blogging does serve your business’s SEO needs, it should also showcase your business’s understanding and expertise. Tap into this, create content that demonstrates that level of expertise, whether that’s giving a behind-the-scenes look into a process, sharing case studies, or partaking in client interviews.
Having an active website can do a lot of work for your business; having a dormant site can negatively impact performance and your audience’s trust. Need help identifying where your site content could use a refresh? Let’s review it together!
