Regularly updating content on your website keeps things fresh, allowing clients to see your latest projects as well as being important for SEO (search engine optimisation).
Think of Google as a spider, crawling across your website to figure out whether you deserve to rank on that all important first page. Google considers the technical aspects of your site, including page speed, broken links, traffic and bounce rate, as well as content, when it decides where you should feature.
Continuously updating content can feel like a drag, and writing blog posts might not be your thing, but there are other ways to regularly update your website content to boost your SEO and keep your website interesting for returning clients.
1. Update content, rather than writing more
If you already have a blog, my SEO consultants can take a look through your posts, checking out which articles rank well, who they rank with and which keywords they rank for. If we find a post that’s hitting the sweet spot with your dream clients, our team will serve up some strategies to make it work even harder for you. That might mean tossing in fresh keywords or even blending a couple of posts for an SEO boost that’ll make your website sparkle. A refresh of existing content rather than writing more allows you to incorporate current SEO best practice and base your work on existing data, as well as saving you time.
2. Use project pages rather than blogs
A blog post doesn’t need to be a bunch of writing. You can use your blog as an archive of each project, sharing information on the brief, your design choices and sharing stories about how you went above and beyond to exceed your client’s expectations during the partnership. Include plenty of images and client testimonials to make your project page shine. Your web designer should be able to provide you with a template and word count to enable anyone on your team to write up your project pages, making it a quick and easy update. The great thing about project pages is that they will naturally include plenty of local SEO, including location names and suppliers, which is a great way to move up the rankings in your local community.
3. Repurpose existing content
If you have been interviewed for a podcast, why not transcribe the interview and have it turned into a few blog posts? If you’re strapped for time, hire a content writer, who will happily take on this task, following your SEO strategy and giving your website a regular boost.
4. Add testimonials and case studies
Let your clients help you shine by requesting testimonials. Again, if you’re focussed on client projects, this task is easy to outsource. Liaise with a copywriter who will interview your clients and put together a case study or testimonial, which can then be sent directly to your web designer to appear on your website. If you have a little more time, ensure your designer sets up a testimonial template so you can add the relevant information yourself on site in a way that works beautifully with the design.
5. Portfolio refresh
Alongside your project pages, don’t forget to update your portfolio with new work regularly. I do retainer work for clients, adding to their portfolio monthly or quarterly depending on the way they work, and I have also set up training videos to empower my clients to follow the steps to update their portfolios themselves.