GUEST BLOG: Update Your Website Content to Get More Attention

18 Jun GUEST BLOG: Update Your Website Content to Get More Attention

Have you checked your website content lately? Has your business evolved since you originally set up your website? You may be surprised to learn that can’t simply “set and forget” your website – it does require regular checking and updating. Search engines, such as Google, love fresh content, so updating your site on a regular basis will help improve your site’s ranking.

Have a critical look at your site – or better still, ask someone else to look at it. Is your website content easy to read, making information quick to find for the reader?

If you’ve been thinking of making changes or updates to your website and refreshing the content, maybe you should tackle the task soon… especially if your site isn’t bringing in new business the way it should be.

But where to start? No need to feel overwhelmed, updating your site can be broken down into simple, step-by-step processes.

View every page on your website with fresh eyes

You need to re-read the content on your website from a new perspective. It’s worthwhile asking a trusted friend or colleague to read the content you’re used to seeing each day, as they’ll be able to approach it from an entirely different point of view and hopefully from the standpoint of a potential customer or client.

When reviewing your existing site content, here are the things to look out for:

• Is your Unique Selling Proposition clearly stated, e. what distinguishes you from other business in the trade?
• Is the message of each page precise, brief, and tailored to the audience of people who’d be looking for your services?
• Are you able to identify a clear Call to Action on each page where it’s appropriate? For each page, what next step are you asking potential clients to take? Call you? Download an estimate form? Make it easy for them to take the next step.
• Does the content on your site effectively express your “brand voice”?
• Is the site representative of what your business is all about? Is it clear why they should choose your service over that of another tradie?

Focus on your About Us page. Does it contain current information?

The About Us page is actually the second most read page on a website (after the Home Page), so the information on this page must remain current and relevant to your visitors. This page is the area of your website where you can really stand out from other businesses in the trade.

Use the following questions to guide a review of your About Us page:

• Do you have any new products or services available for your clients? Are they listed on the About Us page?
• How current are your staff profiles? Have you added new members to your team? Should the photos be updated?
• Have you included photos of your team (or yourself if you’re a sole tradie) on the job?
• Is your About Us page clear about your USP?
• What are the outcomes that you deliver for your clients, and how do you help them? Is that clear on your About Us page? Have you considered using before and after photos? (with clients’ permission, of course!)

How mobile-friendly is your website?

The more mobile users there are, the more important it is for your site to be mobile-friendly.

Check out your website on your tablet and mobile phone (or ask someone else to do it), to see how the user experience differs from a desktop or laptop. Is it easy to use and find the information a potential customer would be looking to find? Is click-to-call enabled?

It’s probably best for those of you who aren’t techies to speak with your web designer or developer to determine the changes that may be needed.

Do you have a successful SEO strategy?

The term Search Engine Optimization (SEO) describes your website’s ranking and visibility in “organic” or unpaid results. So how is the SEO on your site affecting your business? Is there a well-planned SEO strategy in place? Are you generating qualified leads from your website?

If the answer is either ‘no’ or ‘I’m not sure’, it’s probably time to speak to an SEO guru. Due to the ever-evolving nature of SEO, consider investing some time and money into this aspect of your site.

Develop new blog content and publish it on your website

New content is undoubtedly the simplest way to keep your website fresh. Blog posts can make a significant contribution to the success of your SEO strategy and boost your authority as an expert or leader in your trade.

Want some ideas of what to write in your blog posts? Here are some ideas to start you off:

• Frequently asked questions you need to address with a prospective client
• What you could do to solve the problems keeping them awake at night
• A description of any new products or services you’re going to be introducing
• Describe one of your recent successful jobs, complete with a client testimonial and photos 

So, is it time to update the information on your website?

These tips should assist you in refreshing your website content and updating it successfully. Still, if you need professional assistance, we specialise in creating quality content for tradie websites and would be happy to talk with you.

Whenever you’re ready to chat about how our services can showcase your business in the best possible light and help you win more work, just get in touch and we’ll have a chat.

 

Bio:

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.