Like most people, if you have a website you probably haven’t updated it too frequently. You may have a blog on your site that’s updated, but the website content itself is probably pretty close to the way it was originally written.
That’s understandable. Unless parts of your business have changed, the core text on your website is likely still accurate and relevant. Your site may even be getting a lot of traffic and converting that traffic into sales.
So why would you change your website content?
Maybe you shouldn’t. Frequently updated content is important, but that can be handled through blogs, news updates and other sections of the site. If your website is working for you, you may not want to mess with it too much.
However, taking a look at your site analytics can let you know when it’s time to refresh your website content. If you’re seeing a drop in traffic, it could be a good idea to update your written copy. Are there keywords that you no longer rank highly for? Tweek your content to include more of those words.
If your website receives a lot of traffic, but that traffic isn’t turning into sales, your copy may not be inspiring visitors to call or email you. If certain pages are performing much better than others, focus on those pages that need the help.
It’s important to keep an eye on your website’s performance frequently so that you can make changes when necessary.