Much like how everyone is unique and their online business is unique, their website needs will also vary on a case-by-case basis.
Whether you have a link in bio directory connecting your entire online presence or a more comprehensive website that relies on a much more intense wave of content, you should update your website as often as it needs to ensure it remains up to date.
Exactly how often that is can vary dramatically depending on a wide range of factors and how actively you are looking to attract new customers. Interrupt Technology Corporation rather infamously has had the exact same placeholder website for four decades because they do not want new business.
Outside of rare cases like this, however, a website should be updated fairly regularly to not only show that it is still active and engaged in the community but also to improve visibility on search engines, highlight ever-changing expert knowledge and answer commonly asked questions.
These are only suggestions, but here are some factors that might affect how often you need to update your website.
Do You Make A Lot Of Sales Online?
All companies have an online presence, but some companies rely on digital marketing far more than others, and the first question you should ask yourself is the number of sales you have already made as a result of your online content.
If you tend to rely on a local network of customers who you interact with directly, then you can sometimes get away with a slower update schedule, especially if the information you provide is in-depth, relevant and useful for new and existing customers.
However, if you sell directly from your website, have a constantly evolving set of products or services to sell or use social media and your website to attract customers, you will have to update more often.
What Type Of Website Do You Have?
If you regularly post social media updates, have an industry news section or run an e-commerce website, you are likely to need to update far more often than if your website primarily serves as an information hub with contact details.
However, you will always need to update your website if any important information for your business changes, such as discontinued products, address, contact information, updating awards and qualifications on your about us page or have a blog page with very outdated information on it.
How Fast-Paced Is Your Business?
Not every business or market sector moves at the same pace, and whilst some businesses will need to be constantly on top of the latest news and trends, others can take a slower, more measured approach to content production.
Typically, it is best to remain consistent with dynamic content; if you post content daily, try to maintain that schedule. If it is weekly, make sure content is posted on the same day each week to maximise repeat viewership.
Some industries will ramp up considerably during certain seasons, such as swimwear leading up to summer and gift shops in autumn leading up to Christmas.
Look at how often other businesses in your sector update and see if that schedule works for you.
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