With a focus on blogging, social media and other inbound marketing techniques, some brands forget about the static content of their websites. This isn’t good practice, however, as this content often includes contact, about and product/service information pages that are important to your audiences.
So many of us have adopted content marketing best practices that we inhale and exhale based on what our content calendar tells us to do. But we’ve seen too many clients and partners stay so focused on the new, they forget about the static or less-frequently updated pages of their site that are critical to users as they move through sales funnel from awareness to conversion to ambassadorship.
These pages can include:
- Contact page
- About page
- Product descriptions
- Services descriptions
- Program information
- Loyalty program information
- Testimonial content across the site
- Lists of locations
- And areas of the site, like headers, footers and any secondary navigation
Neglecting any of the above can create a bad user experience, especially since many blog posts may have a call-to-action that directs traffic to the contact page or a product description. These tips can help you avoid a state of “static panic.”
5 Tips for Keeping Your Website Content Current
1. Prioritize Your Content
Use Google Analytics or a similar tool to evaluate which of your static or less-frequently updated pages receive the most visits. Consider this group of pages your static content shortlist, something we’ll refer to throughout the following tips.
2. Set a Schedule – and Stick to It
Depending on your team’s capacity and how many static pages are on your short list (“short” is a relative term – an e-retail site might have 200 evergreen product pages at any time!), design a schedule for regular review. Anything that could help (or hurt) a sale or other type of transaction should be flagged for review monthly or quarterly. Pages that are less essential, such as a company timeline, can be reviewed once or twice a year.
3. Add New Content Based on Social Insights, Comments and Emails
One of the best ways inbound marketing offers value is that we are constantly sharing content with audiences and seeing their responses in real-time. What are some of the questions you receive in the comments of your Facebook or LinkedIn posts? What are the commenters on your blog saying? Your audiences will be among the first to let you know that your FAQ page is lacking something. Use the insights from these conversations to update static pages with content your audience is actively telling you it wants to see.
4. Add Your Shortlist to Marketing Communications Checklists
If your company announced a new product or service today, what impact would it have on your company history page? If you open up a new office, how would that affect your contact page or contact information in the website footer? Add “Check static content short list” to your marketing communications checklist for company milestones and announcements.
5. Showcase Your Content Assets
Your static pages are nevertheless trafficked by visitors – so leverage that by connecting them to your blog, news pages and other more engaging content. For example, the services pages of this site are static, but each includes links to the latest, relevant blog posts to help make the site sticky. This also helps to engage users who found a service page via Google or another search engine to blog content, which escorts them further down the funnel.
Caution: Be sure to keep all website usability best practices in mind when leveraging your pages in this way. For example, contact and event registration forms tend to be – and should be – stripped of links that could lure a user away before completing and submitting a form.
Time for a Website Review?
Whether you are planning a new website or need some extra bench strength on your digital communications team, contact The Fairmount Group today.