Your website is the centre of your online universe. That’s why it is so important to keep your website fresh to impress your visitors to keep them coming back. So just how do you keep your website fresh? It’s all about content.
“Content is king” was a term coined by Bill Gates in an essay he wrote in 1996. Now nearly 20 years later it is clear Gates was right in his predictions. Content is at the heart of today’s marketing as it is a key way for your business to demonstrate your expertise. And your website is the ideal place to demonstrate that expertise.
"Content marketing is the only marketing left." Seth Godin
Why is a fresh website so important?
Your visitors love fresh content, and search engines love it as well!
In the ‘old’ days your clients and prospects would go looking for you in the Yellow Pages. Now, most people go online to research products and companies. And most likely they will be using their mobile device. Your website will likely be the first place people will find you and you want to make sure what they find reflects your business and your expertise.
A stagnant or static website that hasn’t been updated for months or years is not going to impress your visitors nor reflect your expertise. It would create a negative reflection of your brand and could possibly cost you business. Your website reflects you as a business owner.
A fresh website, one that has been updated regularly with interesting and timely content, is certainly going to help present your brand in a positive light. And, ideally keep visitors coming back for more. It could even help convert visitors into customers.
Plus, Google and other search engines LOVE fresh content. A website that is continually updated with original, relevant content will keep those little search engine “crawlers” coming back for more. You will help attract more targeted traffic because your content includes key search terms and phrases.
“One of the most important steps in improving your site's ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.”
Google Support 
How do I keep my website fresh?
As a Financial Adviser you are constantly learning and improving your knowledge and skills to better help your clients. Sharing this knowledge with your visitors will help them see you as an expert which shines positively on your brand.
You also want to be able to extend the reach of your expertise by sharing your fresh content via social media so that you keep clients and prospects coming back to your website time and time again.
Some key pieces of content that can help keep your website fresh include:
These are articles that are typically between 400 to 1000 words that add value to a visitor’s life or make their life easier. For a Financial Adviser these articles would focus on financial topics as well as lifestyle, health and motivation. Your articles should always include an eye-catching and relevant image or photo to attract visitors to read the article.
Videos are a fantastic way to demonstrate your expertise. When information is presented orally, people retain only 10 percent of it, on average. However, when it is delivered both orally and visually, the retention rate rises to 68 percent.
There are a number of different types of videos you can use on your website including: whiteboard or doodling videos, animation videos, motion graphic videos and in-house interview style videos. For more information on different styles of videos click here.
A very effective way to demonstrate your expertise on your website is to include real-life case studies of how you have helped your clients. Visitors will be able to relate more easily to your services when you demonstrate them through a real-life scenario .
Customers are more likely to trust each other than to trust what a business has to say about itself. Including testimonials on your website helps you build trust with visitors before they have even met you.
“Quality content is original, purposeful, and correctly optimized information that people and search engines are driven to read, view, and share. Quality content helps you rank better for search engines and delights your customers.”
What content should I avoid on my website?
PDFs are a wonderful way to present documents however they are do not represent the best website experience. Why? PDFs are difficult to read on mobile devices and are not the best option for search engine optimisation (SEO).
“To realise the greatest benefits from SEO, where applicable, I do recommend moving content from PDF to HTML site pages, giving webmasters greater control, flexibility and the best opportunity at SEO and visibility and tracking advantages.”
Nial Phillimore, Managing Consultant, IME Expert www.imexpert.com.au
Links to other business’ website
Including links to other people’s businesses is not ideal. This will send visitors away from your website. Where possible you want the majority of your content to be hosted on your website.
Ask yourself this about your website…
What is there for returning visitors to see that they haven’t seen before?
Please contact us if you need help keeping your website fresh.
Comments are closed.