The Story of the Web Site That Never Changed…

Once upon a time, there was a web site that never changed. The creation of this web site was easy; build it in a way that takes the hassle of updates and keeping up with outdated content away. So, the content was written in a way that would never become out of date, the message was crafted in a way that would speak to everyone as a general audience and the home page was opened up to show everything at once so no new links would have to be added later on.

As you can imagine, the ending to this story is not a happy one. It’s a common frustration…having too much to keep up with so you have to be general because time just doesn’t lend itself to you updating the web site a few times a week. To the end user on your site, that doesn’t matter. They want to see how you can appeal to THEM. Engagement, visuals and timely content is all important.

Let us offer some tips.

• Change Imagery Seasonally. It’s a small change and once every two to three months is doable. Don’t show that image of kids playing on the beach in 80 degree weather when it’s 40 degrees and the beaches are empty, all year long. Make your visuals relative to the time of year. This will increase your seasonal repeat user rate.
• Pick the main events of the year and pinpoint when and for how long you want to promote them. You may be talking four or five total. This is better than promoting an event that happens every weekend or just a general calendar that can be perused. And you won’t have to watch to update very often.
• Change the copy on your home page every three months. When you update your images is a great time. Consult with your marketing team to be sure what you are placing new copy that includes all the important keywords you need to thoroughly market that content.
• Add seasonal icons. Play around with the Holidays. Fourth of July, Halloween, Christmas. Those are all great times to add a little seasonal spice to your creative and you can leave them up for around 30 days for the major holidays. Check out these examples of creative seasonal flare!
  • http://www.visitbatonrouge.com/
  • http://www.visitpanamacitybeach.com/
  • http://www.visitpanamacitybeach.com/halloween

In January, we are releasing an article all about creating and maintaining a seasonally savvy web site that will keep users engaged and wanting to come back!

Have Fun!

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