Why your website needs regular content

Walk down any shopping street, walk through any mall and look at the shop fronts. They change on a regular basis. Clothes may change for the seasons, but other shops will have special offers. – Why. Becuase if they did not then we would stop noticing them.

The same is true for your website. No news means nothing going on.

WordPress is built around the creation of ‘news’ which is good because, if you want to be seen on Google, you need to feed it regular new content to substantiate your claim to be the leader in your market.

Of course, business owners always tell me they have nothing to write about. Then they will spend the next half an hour telling me stories about an interesting customer problem, a new exciting product or serivce, how they have made a new process to reduce costs….

Great story – So why not blog about that?

Imagine you are out with friends and one asked you how your day was. You don’t say ‘we have 2,000 widgets in 5 sizes.’ – so why put that on your website.  You say, ‘it took me 3 hours to stock check our 2,000 widgets today, can somebody please come and buy them and put me out of my misery 😉 ‘ – Great put that on your website. ‘We spent £3,000 on a new pump which cuts out cleaning time by half.’  Just make sure humour is always at your expense and never that of the customer.

We all love stories. We are even more impressed when you overcome a problem in an interesting way.

Post story structure

  1. Set the scene.
    Who, or what or where
  2. Explain the problem. –
    What is broke, not working.
  3. Explain the implications –
    For bonus points, you show how the problem affects others people and other things.
  4. Describe what you did
    In enough detail to make the actions understandable. not too much detail and please avoid using technical jargon. Think of your friend in the pub.
  5. Show the benefits of the actions
    Not just how your service directly fixed something, but how it affects and improves everybody involved.
  6. How happy was the customer
    Describe the customers’ reaction and feelings.
  7. Is there a moral to the story or happy ending
    How any problem can be stopped happening again. Or is there a preventative measure that could reduce the chance or cost of it repeating.
  8. Grabbing a photo or two, with permission, will seal the deal. Before and after gives the strongest message.

Now you have a template to work from, the answer to the next question is that a new post once a week is good to start with. Two or three a week is obviously better, but regularity is more important than frequency. So every day for six days, then nothing is worse than once a week every week for six weeks.

The answer to the last question is that the image on this post is of Kurl. An exciting new home robot idea, who, like your website, needs regular attention to survive. Read more about Kurl from this article