Often when our websites are humming along perfectly, informing site visitors and generally being an asset to our companies, the need for updates can be left by the wayside. If it ain’t broke, don’t fix it, right? Well….maybe it’s time to take another look.

Although the basic info on the site can be fairly static without causing any troubles for visitors, you might have certain features online that require more diligence These are things such as your shopping cart, your event calendar and your product/pricing breakdown. Ultimately, if these facts and figures aren’t updated regularly, it could be costing you money. Missing products in the online store mean a loss of potential sales. Out-of-date calendars mean people won’t show up to your events or classes. Prices that aren’t changed online can mean that you have to honor the old price, which can really add up the longer the outdated info remains live.

Our theme this month at 237 Marketing + Web is independence, and we’ve talked about a few ways to automate website posts and refreshes. Site updates can work well with this approach, too. You can set your content management system to remind you to update your calendar, or you can even sync it with your personal calendar so that the site updates automatically. Of course, these options depend on what types of items go on your site schedule. If it usually lists classes, events or other appointments, a syncing system may be sufficient. However, if you offer online signup for the classes or want people to register for events online, you might require a little more of an involved process. Regardless, you do not want these updates to get lost in the shuffle of daily operations.

Shopping carts also mandate periodic updates. New products, price changes and alternate payment options are a few reasons the cart could need a refresher. Again, the longer you postpone these updates, the costlier the procrastination gets. Whether you are adept enough at WordPress to update your own cart or whether you get assistance from a website professional, you must be proactive about making changes. Set yourself a reminder to check the online store at least twice a month to detect whether updates are needed. If you have a staff member who could be a good resource for this task or have a website technician on retainer, by all means delegate the job to him or her.

Here are more items that might need periodic updates but that might fall through the cracks

Remember, any old information on the site could be misleading or off-putting to site visitors, so you are doing your company a favor by setting update deadlines.

  • Staff names and contact information

  • Frequently asked questions

  • Availability or work hours

  • Product or service offerings

  • Photo galleries of work completed or before-and-afters

  • Fresh news or awards received

Keeping your website fresh and accurate can be a huge weight off your shoulders, which in turn can lead to more freedom and enjoyment of your non-work time. Remind yourself or your staff to keep the site up to date; your SEO likely will improve, and your peace of mind can, too.