Why Your Website Needs New Content on a Regular Basis
About five years ago, your MSP’s website went through a huge redesign. The difference was HUGE! Your clients were happy that your website was finally easy for them to navigate, and prospects were converting after visiting your website at rates you hadn’t previously seen.
Unfortunately, you’re no longer seeing results like this. In fact, your organic traffic has been slowly decreasing over the past few years.
What We See Happen
To ensure that they don’t push clients and prospects toward their competition, most managed service providers with less than stellar websites eventually realize that their website needs a change. So, they go through the process of redesigning their entire website. They may turn to us, or have someone else bring their website up to modern standards.
The mistake that we see so many of our clients make is that they get this newly designed website from us, then never actually touch it after they complete their training.
It’s not going to matter at first. It’s likely that your new website will be vastly superior to your old website, so you’ll probably see some initial spikes in traffic - especially if you’re directing traffic to it through your marketing efforts like you should be doing.
However, if your website is just sitting there, you’re going to see diminishing returns - just like the example we started this blog off with.
Fix The Issue With New Content!
You can prevent this ‘slump’ from occurring if you are regularly updating your website with new content. Updating your website on a regular basis helps improve your search engine ranking, making it easier for your prospects to find you.
It also makes it easier for you to market your services! If you’re always sending your clients and prospects to the same few website pages that sit there, unchanged, they’re going to start not paying attention. If you send them to a page that they’ve never seen before, they’re bound to at least take a peek!
Fortunately, managed service providers have a lot of content options that they can use to keep their website fresh.
Probably the easiest way to add new content on a frequent basis and provide the biggest boost to your search engine ranking (provided you’re writing about the right topics) is to start a company blog. There’s always a lot going on in the world of technology, so you should have plenty to write about if you decide to write your own. You could also outsource this to someone else to free up company time.
Are you hosting an event? Launching a new service? Did you win a local award? Whatever it is, write something about it and put it on your website. Include pictures and videos when you have them.
You have a LOT of deliverable options that you can put up, including:
Most of these deliverable types will take some time to put together, but they are a great resource for your website because visitors can take those with them when they leave your site by downloading or printing them.
You should be building landing pages for most - if not all - of the marketing campaigns that you run. Once published, visitors will be able to access these pages through the URLs that you provide them. Since these are live, (usually) hidden pages, they have the benefit of helping you improve your ranking because Google still crawls these pages if you allow it to.
Like deliverables, you have a lot of different video options that your clients and prospects would be interested in watching. Those include:
- Animated videos
- Company culture videos
- Question & Answer (Q&A)
- Event Coverage
- Talking Head Videos
- Frequently Asked Questions (FAQs)
Make sure that you’re putting the videos that you have on your website, and not just leaving them on your company’s YouTube channel.
Whenever you get a new testimonial, be sure to post it on your website so that prospects can see what your clients think about you. You can also update your website with the awards you have won, if any.
Market Your Content!
Adding regular content will definitely help improve your search engine ranking, but that can only do so much. You need to be actively promoting your content through your marketing efforts if you want your website visitors to convert. If you’re struggling to do this, you can turn to us. We can push your content through social media, help you run a direct mail campaign that directs traffic to your website, or take the inorganic approach and manage a pay-per-click campaign for you.
We can also help you get more content on your website. Whether you are looking for frequent blog content or would like your own custom content tailored to your target audience and service area, we can help!