Improve Return Visits With Fresh Content

By Staff Writer

The same rule of buffets applies to your Web site: If you want people to keep coming back for more, you have to keep it looking fresh. No one will touch the lukewarm potatoes, and your customers won't return if they click and find the same stale content. As a small business owner, sometimes all you need to do is turn up the heat and stir the ingredients. Other times, you'll need to replace what you have with something new. Here are some simple ways to get it done without hiring a full-time content editor.

Past the Sell-by Date?

If you put up holiday or seasonal content, be diligent about taking it down when it's outdated.

The biggest sign of stale content is obvious: out-of-season seasonal offers. If you visit a site with holiday offers still up in March, it's easy to question the business' reputability. The same is true if a "News" section has nothing new from the past year. Customers wonder if the site is active or still in business. The solution? Don't needlessly date your site. If you put up holiday or seasonal content, be diligent about taking it down when it's outdated.

Keeping it Fresh
Aside from the dates, your content needs to change with the calendar too. New and exciting information gives your customers an extra reason to come back to your Web site. Here are the bigger site changes you can make:

• Offer site visitors articles, features and tips. Make sure to keep your content accessible in archives.
• Get people talking! Provide a discussion forum or chat area. Consider hosting moderated topic discussions.
• If you can keep it updated regularly, build a page of "What's New" with product announcements, savings offers or promotions, and future plans for the company.
• Post industry news and company press releases as well.
• Provide a news feed on your Web site with constantly updated headlines. This can be done even on a tight budget. Basically, all you have to do is just paste code to your site from the news feed service and they take care of the rest.
• Send out newsletters to your customers and clients. Keep them updated about new products, new articles, and special coupons. With plenty of links back to your site, your newsletters will remind customers that you're growing and changing.

Small Steps You Can Take Today

Creating a discussion forum, news feed or new content section are important ways to bring back visitors.

Creating a discussion forum, news feed or new content section are important ways to bring back visitors, but not the only ways. Sometimes even the smallest details can count. While you're working on the bigger things, start with these:

1. Keep all your information up-to-date. This includes product descriptions, prices and availability.
2. Make your contact information easy to find. If you're hard to contact, customers will think you're uninterested in their questions and comments.
3. Proofread your site! It's a simple and small task, but crucial. If typos and grammatical errors stay on your site, you risk your reputation as an interested and active business owner.
4. Maintain your FAQ with real customer questions you receive. If one person is asking, chances are ten more out there are as well.

Where to Get New Content

Internet copyright laws prohibit you from just copying and pasting to your own Web site.

Many small Web sites-often personal sites, but some business-use content they find elsewhere online. Sure, it's simple, and it doesn't seem disastrous, but it's not legal. Internet copyright laws prohibit you from just copying and pasting to your own Web site. But this doesn't mean you have to write new articles or tips yourself.

If you see copy you like online, write to the site owner for permission to post it on your own page. In most cases, they'll agree if you just include a link to their site. Likewise, volunteer your own content wherever you can. Include a small biography with your company information and, you'll get your name out there. This will not only bring in more business, but also build your credibility for future content swapping

Ask clients or customers to volunteer content. You'll be surprised how many people are willing to contribute without any other compensation aside from their name attached to the writing.

In the same vein, talk to fellow small business owners in your community about using their articles. They'll enjoy free advertising, and you'll have fresh content.

Pay Attention to Shelf Life

Regularly updated Web site content is an easy way to show your customers and clients that your business is active.

Regularly updated Web site content is an easy way to show your customers and clients that your business is active. It sends the message that you're paying attention to your Internet presence and that you care about your audience. How often you change your site's content depends on your industry, your product and how much time you have. Get in the practice of checking through your site regularly, maybe at the beginning of each day. It's a good habit to make, and it will keep you in touch with your customer, which will in turn help your business and profits in the long run.

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