Content development leads to white page syndrome
Content is the single most toe-stumping, road-blocking obstacle for every single SMB owner I’ve worked with. Whether at the start of the web building or later after outdated content is on the site, keeping a business’s web presence fresh seems to stymie most business owners.
Slow to start
During the web development phase content is what takes longer to determine, author and edit, especially if owners wish to pen their own page text. Most get “white page syndrome” and stare at the blank screen and produce nothing. Cure: Hire a content development expert.
Set it and forget it yields outdated content
After a site is launched many entrepreneurs simply forget their sites and never look back, overlooking the fact that their business website is their always-on, always-open office. Outdated content makes your business look out-of-date. Cure: Develop an editorial calendar to keep you on track.
Most websites we develop are based on a content management system (we prefer self-hosted WordPress), allowing the easy modification of existing pages, and quick publication of new pages or posts.
Yet despite these easy to use tools, most website owners neglect their sites. It is so easy to get caught up in the other activities of managing your business. However, I’d ask you to consider this: almost every single small business I’ve ever worked with has very little disposable cash to spend on paying for advertising placements, or pay per click ads.
The single most effective marketing spend is that of time and thought to keep your website updated.
From listing new testimonials, to new clients to new business accomplishments to insights designed to help your customers solve problems, you can find many sources of fresh content for your site.
Has your content grown cold?
If you find yourself suffering from white page syndrome, and lack inspiration on how you might update content, use these tips from Site Pro News blogger Adrienne Erin:
- Make sure every page has some call-to-action. This can be to pick up the phone for a consultation, email for an appointment, download a white paper, join an email list, set up an account, add items to a wish list, etc. Think about what you want to get from every visitor to your site.
- Rewrite the content on all the webpages. Just as the appearance of a site can become dated, so can the readability. You don’t have to majorly rewrite all the content; even minor tweaks can alter the way a piece reads.
- Delete pages that no longer apply to your company. Has your business changed its direction? Do you have pages that make zero sense to keep? Remove them or risk confusing your guests.
- Add pages for new products or services. Just as you deleted some pages, you may want to add others for the same reasons.
Want other tips to develop your website content? A few of our previous articles may help you find exactly the topic or trend or type of inspriation you need.
Give me a call. We’ll help get you focused and on track with an editorial plan and if you need it, professional content development assistance.