How Often Should You Update Your Website

Updates range from minor to major:

• You should establish a blog and add content to your site by creating blog posts.
• If you have blog posts now you could periodically update certain posts when new information becomes available or the blog simply becomes long in the tooth.
• You could freshen your look by simply changing images and reorganizing the page layout but leaving the page URL’s and navigation the same.
• You could make major changes to the site organization and navigation.

Material to present at your first project meeting include:

1.  Originals of business cards, stationery, logos:  Originals provide exact dimensions, undistorted colors and give the best representation of your company to your customers and prospects.

2.  Copies of presentations, proposals to customers without pricing: The developer can read this material and get a sense of your company and industry.  He can also begin to understand the company’s particular language and the tone in which you converse.

3.  Original product sheets and information on your products and services: You want the developer to understand what you sell, and you want to minimize the time it takes him to gain this understanding.

4.  Samples of current advertising: This will be helpful as background information and for him to gain an understanding of your tone.  Let him know if you have access to electronic copies of text and images.  Make copies for him if these documents are in your possession.

5.  Notes on things that make your business unique: For the moment pretend he is a prospect and sell him on your company.  What is it about you that makes you unique?  Why do prospects become customers?  Is it your quality, timeliness of deliveries, product excellence, after the sale support, competitiveness?  He needs to have this as background information so that he can highlight it in his design.

6.  Notes that you have created on customer demographics: He needs to know something about your buyers as he works on design and later content.   What is their age range, gender?  What role do they typically play in their employers’ business?  What might their personal goals be, workplace challenges?  What information do they need as they are searching for a source of products and services?  What is their style as they work with vendors?  You want your website to talk to your customers and prospects, and it is best to talk about that early in the project.

7.  Web site addresses of primary competitors: You want him to see the designs they have used so that your site will be clearly superior.  If he has their addresses, he can also research how they place in a Google search.  He can find out the keywords that their site uses to attract customers.  He can tell the tone of their content and how to improve using your tone.  This knowledge will also help him understand the industry where you compete.

8.  Color and design preferences: If you have chosen colors and design elements to represent the business provide them to the developer.  The website should reinforce the choices you have already made.  If you are dissatisfied with your current colors and design elements, you may want to hire someone to help with these before beginning the project.  Designs should be consistent across the business.  If you plan to change design elements as part of the project, then it is essential to choose a developer who has and can demonstrate those skills.

9.  The purpose of your website: Websites have progressed from being just another advertising medium to being an Inbound Marketing machine. Many businesses have an Outbound Marketing strategy that uses cold-calling, direct mail, sales flyers, telemarketing, and traditional advertising.  Inbound Marketing promotes your company through websites, social media, blogs, and video.

Inbound Marketing brings visitors to your website, coaxes them to stay and converts them to live prospects.  Your website can qualify these prospects and are ready to be handed over to your sales team.

Your participation will save you money and ensure that you get the developer’s best effort.