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Top tips for refreshing your website without a full redesign

Every business needs an online presence to cater to existing customers and attract new, but regularly updating a website can seem an insurmountable and expensive task to undertake. here are our top tips for refreshing your website without a full redesign.

Top tips for refreshing your website without a full redesign
Every business needs an online presence to cater to existing customers and attract new, but regularly updating a website can seem an insurmountable and expensive task to undertake. Yet it is important to remember that a site is often the first opportunity you will have to present yourself to a target market, so it is vital that the impression left is a positive one that leaves visitors fully informed. But, rather than expending your resources on unnecessarily redesigning the site, focus your attention on the content to ensure that your business is not only presented in the best possible light, but is also conversion-optimised.
Make the basic information evergreen
Although there will inevitably be changes to services and products that will need to be updated, creating content that is otherwise timeless will ensure that no visitor will be misled by out-of-date information. That is to say, by rewriting the current content to remove any aging references the basic website can be considered a quarterly or bi-annual task of review and, if necessary, minor revision. Content is King, irrespective of intent or industry, and an effective website update is planned around this knowledge.
Optimise every page
Everyone knows how important SEO is to web traffic, so by inserting keywords and key phrases into your refreshed content you can be sure that your site is primed to attract a targeted audience. Using the appropriate meta-titles and meta-descriptions is another easy way to help position a site on any search, so ensure that every page or post utilises these tools for maximum attention. In addition, by keeping these site-specific keywords and phrases in mind during content creation, you will be able aid any organic repositioning within a search engine and be assured that every update to your website is properly optimised.
Separate time-sensitive updates
Consider adding a blog-style ‘news’ page if you don’t already have one. By separating time-sensitive information from the evergreen content not only will visitors be clearly informed, but any updates will be contained to one page, reducing the effort and hourly resources needed for revisions. Depending on the original template of your site, adding a page is generally very simple and will not impact on the design in any intrusive manner. This will also assist the implementation of any SMO integrated marketing plan as web traffic will be directed to the initial area of interest, forcing engagement, before facilitating a wider range of conversion opportunities.
Concision, clarity, conversion
The most effective way to embed your message in a visitor’s memory is through repetition: 10 messages said once have little effect – 1 message repeated 10 times has impact. By articulately positioning yourself as the definitive expert through concision, you can therefore clarify your message and increase opportunities for conversion. In short, create a standard call-to-action that can be placed at the end of every text passage that not only fulfils SEO needs, but also inspires visitors to take that extra step.

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