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Keeping Up With Content: Understanding the Importance of Updates

I'm not under stress when this cutie is here!

Everyone says content is king, and it’s true. With that in mind, when was the last time you reviewed and updated the existing content of your website?

Working on the Help Desk, I see a lot of content change requests come through on a daily basis. Most of the time these changes are visual – a client had some new construction done and now the building looks different, a new staff member has joined the team, a new in-house marketing event is being launched and the client would photos posted… the list goes on.

Content changes of the written variety come through a lot less often, though. This is concerning because these types of updates to your website are the most important changes of all.

Updating the content on your website serves several important purposes:

Building Trust

Keeping your content current builds trust between you, your clients, and your potential clients.  Have you ever visited a website, clicked on the “Latest News” or “Blog” section, and read that the last post was from 3 years ago?  Like supermarket shopping, you’re not going to buy a Sunday roast that expired on Friday.  

If you have sections on your website that are open for regular updating – like Events, News, Blogs, etc. – make sure they are updated regularly.  If you let these sections of your site go stale, you could run the risk of never having guests to your dinner table again.  

Clients want to engage with businesses that ensure fresh content is delivered on a regular basis. Why? Fresh, relevant content signals that your practice is looking to interact with your client base, which is reassuring to existing clients and may  prompt new clients to walk through the door, as well.

Fresh Ideas

You’re keeping up to date with the latest trends in your office, but are you communicating that to your clients? If you’ve invested in new technology for your practice, or have a new service offering, your clients want to know.  

If you don’t change the content on your website to reflect these changes, clients won’t know you have them.  

It’s important to review your content – especially in the areas that detail the services you offer – and make sure that everything is up to date. Have you introduced a new Laser Therapy option at your practice? That information should be on your website, too. We are happy to add content pages to your site, as well as update pre-existing pages.   

Content Updates and Search Engine Optimization Strategy

Anytime things change, people notice – and so do search engines. When you add or change content on your site, you are giving more incentive for search engines to crawl and index your web site, especially if you’re adding information about new services or promotions. This increase in indexing means better ranking in related searches and better odds of your site being seen by those who need to see it the most.

New content is also attractive to clients who love to share what they find via social media. This is especially true of blogs and promotions. Social sharing can also up your site’s value with search engines – which, in turn, may also increase your chance of attracting new clients. In short, updating your site on a regular basis helps your overall SEO strategy and helps make you more attractive to new clients.

If you’re ready to update your website’s content, and are already a Beyond Indigo client, please contact the Help Desk. We are happy to help you better understand what need to change and how to do it.

If you’re not a BI client, and are interested in having a custom website created for your veterinary practice, please don’t hesitate to contact us for a consultation.

Have questions about this veterinary industry marketing topic? Want tips on what else to look out for or how to improve your business' marketing? Come ask questions, share solutions, and join the conversation on VetMarketingTalk, a new online community designed for the veterinary industry and powered by the marketing experts at Beyond Indigo Pets. Click here to sign up today—FREE for the first 30 days, no credit card required.