You’ve just invested significant time, funds, and effort into creating your company’s dream website. Now all you have to do is sit back and wait for the clients to come rolling in. But before you get too comfortable, you should consider the question: Just how often should you be updating your site? The answer depends on various factors, such as the type of update and current digital trends in website design.
Why Updating is Important
In the past, analytics options were limited. Because of this, meaningful data wasn’t available, so updates usually only occurred every 2-3 years. In today’s digitally dominated world, however, new technology allows you to keep up with your website performance in real-time. This means you have actionable data that can be used to update your site whenever you choose. Some of the most common reasons for updating include:
- Making your website more user-friendly.
- Adding new products.
- Experimenting with new mediums.
- To address the shifting needs of your client base.
- When your traffic levels are not where you want them.
- When you have room in your budget.
- As an upgrade to set you apart from competitors.
- To boost your SEO performance.
As you can tell, your reasons for updating and the frequency of these updates will depend on a variety of factors. But here are some general guidelines you can follow when it comes to updating your website.
Website Content & SEO Performance
A steady flow of high-quality, original content is key to growing your brand and increasing your search ranking. That’s why it’s generally recommended to update your site with new written content at least monthly. By constantly monitoring the performance of your website content through ROI, bounce rates, and other data, you can gain a better understanding of what improvements need to be made to your site.
Google loves data and fresh data. By updating older blogs with fresh data and adding new content as frequently as possible, Google will see your site as an expert in your category. This is part of Google’s E.A.T. (expertise, authority, and trust)methodology for ranking sites they see as valuable.
Making Use of Growth-Driven Website Design
One big reason businesses update their websites is to increase their financial returns. When you opt for growth-driven site design, you stay more involved with your site, revisiting its design every few months. By regularly assessing your site design’s impact on marketing and sales metrics, you can determine when updates are needed. In the long term, this saves you money on complete site redesigns, which are much more costly than routine website updates. It also permits you to target specific problems that may be holding back your brand, like ineffective link placement.