When is the last time you overhauled your website? This can be as simple as updating some of the site copy or visual content to as complex as an entirely new build. How frequently should a brand revise its site? If this is a question you’ve ever asked or been wondering, read on to ﬁnd out the answer.
Why would a company revise its website copy?
There are a wide variety of reasons why a company might choose to only revise its site copy, keeping the core website in place. The simplest reason is if their current site lacks the SEO impact they were hoping it might have. In some cases, a previous marketing agency may have started the process only to leave the content development in the hands of the brand. In others, they may have completed the entire build but lacked an on-staﬀ writer who understood SEO principles.
In any case, the solution to the above situations is to simply revise the copy while continuing to use the existing framework.
Why would a company swap out images on its website?
This is the easiest of the three options, though there are equally important reasons to only swap out images on a site. As we alluded to earlier, the SEO value of a site is of utmost importance. If the SEO rankings are providing the expected ROI, touching the copy isn’t necessary.
However, the images may still need updating. As long as similar (or even more optimized) alt text is applied, swapping out the images won’t have a noticeable impact on rankings. Why would a brand do this, however? It’s easy: employee turnover, new product updates, or better-quality photos are all valid reasons to swap out the images on a website.
Why would a company build an entirely new website?
Some website revisions include a complete rebuild from the ground up. Brands typically choose this option if they don’t like their current CMS — Content Management System. Another reason to build an entirely new website is if the site is relatively old. In that case, it may lack features such as responsive design, which can negatively impact SEO rankings.
So how often should a company revise its site?
And now we get to the question of the day. There is no hard and fast rule for how often a brand should revise its site. However, there are a few good rules of thumb to consider:
• If your site is older than ﬁve years old;
• If it lacks the SEO ranking you need to stay competitive, or;
• If your current site wasn’t properly built and can’t be modiﬁed.
We can help with all of these and more
Whether you simply need a handful of images swapped out, your website copy entirely revised, or a completely new build from the ground up, our team can help. We have an expert group of writers and developers who can provide you with whatever you need. In addition to our extensive website development services, we also partner with brands on their various marketing agendas.
Would you like to learn more? Then send us a message here to get started!