One of the website owner’s important roles is keeping a website up to date. Unfortunately, after the initial flurry of activity at launch it is not uncommon for business owners to let their new website slide down the list of priorities.
Running a successful website over the long term requires hard work and discipline. Neither ‘hard work’ or ‘discipline’ sound like fun and this is perhaps why websites sometimes find themselves neglected.
More than any single technique it is vital that the website owner take leadership in keeping the website up to date. Having the right attitude is probably the most important factor in success.
The 6 Keys to Keeping a Website Up to Date
Include web strategy in business planning
Incorporate the web strategy in all aspects of business decision making and planning. Include web strategy as a standing agenda item in meetings or as an item in checklists, reviews and reports. Set calendar reminders to check on website tasks. You must schedule time for keeping a website up to date.
Take a scientific approach to your web strategy
Measure website success and this will help you see what is working and what is not. Having this information encourages you to take action since you can so clearly see the results. Check performance regularly and after major changes or promotions.
Make creative space for the website
Keep a separate file or notebook for ideas for the website. Make sure it is easily accessible. Encourage others in the business to contribute ideas and try using collaborative tools like Yammer or set up a shared Google document. Set aside special meeting or planning time for concentrating on the website.
Include the website function in job descriptions
Create job descriptions that include the website function. Identify people in the business who are interested and keen to work on the website and develop the skills needed to contribute to the website function.
Make it easy to update
You web platforms should be user friendly so that non-technical people can update at least the basics like word and text. Give yourself or your staff the tools and flexibility they need to create content and come up with ideas. Use formulas for content creation and reuse existing content from catalogues, brochures and other marketing material.
Good enough is the new perfect!
Avoid perfectionism. The web moves fast and if you procrastinate over the content creation process then the web opportunities may pass you by. While correctness and presentation is important so is timely publication. Procrastination is tiring and a waste of time and money.