The Case for Continuously Updating Your Website

Connexeo - 06/13/2018

As a school or community arts/education organization, you have probably invested a lot of money and human capital in developing a compelling website to serve your clientele. You are likely proud that you’re providing a wealth of information about your group, events, history – and you even have a Web Store that allows your customer to purchase items or pay fees through your online payment solution.

There’s one problem. The minute you finalize your website’s layout and content, it is already outdated.

You probably won’t change the look and feel of your website more than once every couple of years.  This should be done to keep it current and improve your ranking with search engines that display your page to potential visitors, according to Jamie King Media.  However, your content (copy) on the site could be updated every day, even multiple times a day in some cases.  This is a wise practice.

Don’t overthink the term “content”; it’s often interchangeable with “copy”. It simply means the words and images that are seen on the website. Unlike business websites, in which updated content usually means posting new blogs, newsletters or case studies for marketing and educational purposes. For school districts and community organizations, there are other priorities:

  • Updating calendars and schedules, to ensure visitors are not making plans for events that have already happened. If using ticketing software, make sure performances/games/events are struck as soon as they start.
  • Changing personnel. If teachers, board members, executive directors, etc. leave, they should be immediately removed from the site. Their replacements should be immediately added.
  • Updated news. Especially in school districts, something good is always happening with the students – they’re succeeding in an academic competition, receiving scholarships and the like. This types of information should be blasted from the mountaintop.
  • Announcements of new programs, or performances, or fees.
  • Government legislation news that impacts parents, students or taxes.
  • Pictures, pictures, pictures. Schools and performing arts companies, in particular, will attract a good number of page views if they post pictures of their activities – and link to them from the homepage and tease them on social media.

This constant updating not only keeps regular visitors informed, it improves SEO rankings. “The more frequently you update your website with articles, downloads, and new web pages, the more frequently a search engine will stop by to visit your website,” an article on SEO Site Checkup states. “When search engines look at your site more frequently, you have the opportunity to achieve higher rankings based on the content you provide.”

The same post also says, “Google loves frequent updates.” The higher your site ranks on Google, the more visitors it will obtain. If the website serves a school district, more visitors means broader communication and, if the district is moving toward a Cashless Campus, more exposure to the Web Store. If it serves a community adult education program, it’s more eyeballs on the offerings. If it serves a performing arts groups, it’s more opportunities to sell tickets.

So, whether you have a full IT or Marketing department, or just a couple of volunteers running your website, stress the need for staying current and freshening your content. Your Google Analytics statistics will thank you.




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