Whether your agency website's traffic is booming or subsiding, updating your site regularly is important. But, you might feel like you have run out of changes to make, or approaches to take.
On one hand, you don’t want to mess with a good thing if traffic is high. On the other, you might feel a bit out of your depth if traffic is dropping. In either case, there will always be room for website improvements. If you’re not creating, you should still be maintaining and updating.
Here are a few tips and perspectives on how to keep your website alive and chugging along.
Slow and Steady
Websites and SEO are more of a marathon than a sprint. They also have their fair share of peaks and valleys. If you find yourself on the slow end of website traffic and no longer see a return on your investment, fret not.
Any person with knowledge of SEO will tell you to focus on content. Add more unique, quality content, or refresh existing content. Either users are finding your website, but not engaging, or they are simply not finding it. Check your analytics to determine which problem you have. This will let you know which approach to take.
The Gold Rush
Do you have a mad dash of visitors to your agency website? According to website analytics, there are two types of visitors: New and returning.
So, before you get too comfortable with all your traffic, check to make sure you have a balance of new and returning visitors. This signifies you are engaging users new and old alike.
Updating your content and keeping a blog are great ways to please both types of visitors.
Believe it or not, there are times when your website has found the perfect balance. There are moments of synergy between search engines, websites, and consumers.
Even then, there is work to do. If you don’t want to fiddle with things too much, now is the time to audit the website.
Check links to make sure they all work. Check the navigation and flow of the website to make sure it is intuitive. Check analytics to see which pages get zero traffic, and then update those.
As web trends change and attention spans get pulled in more directions, it’s important to remain present with your website. Through the good, bad, and ugly, there is never a wrong time to get the little things right.
About the Author
Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.More Content by Kirsten Thornton