Static or dynamic?
A typical website contains a number of static pages that define a brand, product, or service. But if that is all the site is, it may not rank highly in search, especially if it’s new. Instead, we advise you to devote a section of your site to dynamic (or changing) content.
Google loves the smell of fresh ‘organic’ material, so have a think about what you can add that will bring value to the site. Maybe you have an events calendar associated with your line of work. Product launches, open days, celebrity speakers, press releases? You can add all of these to your calendar as indexed landing pages. From there, it’s a simple matter to ask visitors to click on a link to your main product page.
If you don’t have a calendar, you can still occasionally update your site with new ideas, products, services, or information. You could attract an audience with a questionnaire or a survey (although for various reasons these may be better suited to a newsletter).
Three good reasons for blogging
The best way to engage your potential audience is through a blog page. It does not have to be prominent on your website if you don’t want, but if you think of every blog post as a landing page, it will really help your website to gain traction. Most content management systems such as WordPress have an inbuilt blogging structure. (In fact historically WordPress began life as a blogging platform).
Blog posts are also great material for promoting your website on social media. It’s usually just a question of copying the URL (address) of the post in question and copying it into Facebook, LinkedIn, Instagram or X. The associated image from the post is automatically ‘pulled’ from the post in question.
If you can post regularly and relevantly, your audience will eventually start spreading the word for you and you could save a lot from your paid advertising budget. Ask us about blogging and social media services.