"Set it And Forget it" isn’t a Good Strategy for Your Website
Here’s what to do instead
Do you remember Ron Popeil and his Ronco Showtime Rotisserie?
If you need a refresher, here’s a clip:
The key to the Ronco product was the ability to put your food in the oven and not have to give it a second thought. If you prepped your food and followed the manual, you could have perfect, juicy rotisserie chicken.
“Set it and forget it!”
Unfortunately, this famous slogan does not apply to your website.
You don’t create a brilliant website and then never touch it again.
I don’t care whether you’ve paid $100K for it or $500, the work is never done….not if you want to use it as a successful marketing and communications tool.
To gain traction with your website, you’ll need to refresh your content regularly. Add new content. And every so often, give a mini-makeover to the entire site.
Let’s take a look at the reasons for this.
Why refresh your content?
First of all, let’s clarify the meaning of this question. Content includes written information, photos, and videos on your website. Refreshing your content is looking for ways to update work that you’ve already done.
This can include:
New headlines/Titles for Blog Articles
Updating blogs with additional information or correcting mistakes.
Adding images/video to previous work
The purpose of doing this is to rank in search engines. Browsers are going to be looking for results that have more recent dates.
It also helps existing customers to see your work in a new way.
For example: Maybe you’ve written a fantastic article that never gained traction. Try a new title and re-share the post. You might be surprised at the results!
Neil Patel is an expert of all things website, blogging, and SEO. In this article, he lays out 14 reasons (14!!!!) why you need to refresh your content. When you’re done here, feel free to go more in depth on refreshing content with his blog.
Why add new content?
New content keeps people coming back to your site.
What is new content?
A new blogpost, video, podcast
Updating your itinerary or calendar
Raising awareness for product offerings whether or not they are hosted on your site.
Drawing attention to a short-term offer.
It also helps you to show up in search engines. You want TRAFFIC!!!!
Why do a mini-makeover?
(If you haven’t refreshed your website in two years, you need to contact me.)
A mini-makeover helps to keep your website from looking outdated. This does not require a complete rebranding, but rather a touch up.
This could include:
New photography
Adding new features (as technology improves)
New layout that better serves your business and priorities
You may also need a mini-makeover in less than two years if your business/freelancing has expanded and you have new products or services to offer. Take a look at these mini-makeovers.
Stacey Tytler Raab has a beautiful website devoted to her dance career. She’s a teacher, choreographer, and mentor. When we first created her website, the majority of her images were from her performing career. When we did the mini-makeover in Year Two, we added new images of her choreography. We updated the site background and accent colors to reflect the feature photos and really highlighted her services.
YEAR 1
YEAR 2
La-Kita Gilmore is a pastor, motivational speaker, and founder of Women of Purpose. In her first year, she was just beginning to write her blog, so we kept things very simple.
I love the way things have really taken off in Year 2. She’s blogging consistently and embracing color in her blog images. Her one year mini-makeover reflects the vibrant confidence of her work.
YEAR 1
YEAR 2
So, say goodbye to “set it and forget it!” Be sure to refresh your content, add new content, and give your website a mini-makeover as you add new services or priorities to your brand. You’ll be pleased with the results.
I would love to talk with you about your website goals. Please contact me.
Would you like more great website ideas and inspiration?