<< Back to Blog page

It’s very tempting to think that once your website is live – especially if you have just upgraded it – that the hard work is done. At this point it should look great, read exactly how you want it to, and will have hopefully been search-engine optimised.
Alternatively, you might feel your website is little more than an online business card, so it doesn’t really matter. It’s so much more than that! It’s a resource you can and should use to help you win more business. You’ve invested in it and it represents you and your business – so use it.
Even if you’ve finally got your website to a stage where you can be proud of it, you should be updating your website content. Regularly. But exactly how often you should update your website content will depend on what it is – and there’s no simple, one-size-fits-all answer.
What does ‘regularly’ actually mean for website copy?
Is it once a day, once a month, once a year? Firstly, there’s no one right answer. You’ll need to work out what is necessary and doable for your business and then commit to it. However, there’s a minimum amount of input needed and a balance between frequency and quality to maintain. And different elements of your website will need more or less frequent attention.
But we’re looking at a minimum of once a month. And more often would be preferable.

Different types of content and how often to update them
If you already know your website could do with some work, or you haven’t even looked at it in ages, the chances are it’s not performing very well. Knowing why you should update your website copy and maintaining a discipline of continuing to regularly do so, will pay dividends. It will help you stay relevant, improve your search engine optimisation (SEO), and make it more likely you’ll attract and convert potential customers.
- Main company pages
These are the backbone of your website. The information on them is unlikely to change significantly unless there is a major change in your business itself. However, it is important to maintain them, particularly as your business evolves. If you add new products or services – or change or remove others – make sure this is reflected immediately in your website copy.
Keep these pages looking sharp and ensure they appeal to your target audience as your business and markets change. Schedule in some time to look at these briefly on a monthly basis – and in depth at least once a year.
- Landing pages
If you have created a landing page for a specific project, product, or event, make sure you update or remove it when it loses relevance. If necessary, reapply your keyword research to make sure you are still targeting the right ones. Search terms and habits change over time so ensure you are keeping up to date.
- Blog posts
There are many compelling reasons to post blogs and one of them is because they are a great way to tell the search engines your website is regularly maintained and updated.
At a minimum, aim to post a new blog each month. Making sure you create a schedule you can commit to will make it much more likely you will succeed in posting as regularly as you are hoping to.

Stay on track with regular content audits
If you plan to regularly assess your content and look at its performance, relevance, and freshness, you’ll get into the habit of regularly updating your website content. Update, replace, and remove as the need arises.
There’s no point leaving your Covid protocols on the home page of your website if they are no longer relevant, for example. Look at your website performance metrics to see where there are gaps. Check your keywords are still relevant and if not, update them.
Remember to link between blogs when you can: it’s a good idea to look at older ones and see where you can link to your newer ones. And monitor, fix, or remove any broken links. An SEO website copy audit will tell you where the gaps are – and how to fix them.
What difference does regularly updating your website make to SEO?
The search engines send out bots to crawl the web and index what they find out there. They want to give people the most relevant, up-to-date, well-presented, and informed content they can in answer to their searches. Writing SEO-friendly website copy is just one part of the puzzle.
If the search engines look at your website and there’s been little or no activity on it for ages, how do they know you’re a good bet? Maybe you’re not in business anymore. Perhaps your information is out of date. This means they might be more likely to return information from regularly maintained websites ahead of yours.
Tell the search engines you are a viable, relevant business that cares about your customers and you should build authority.
Remember the benefits of updating your website content:
- Higher search engine rankings and greater visibility
- More ‘organic’ traffic (traffic you haven’t paid for)
- A more targeted approach, which should lead to greater conversion rates
- A better user experience
- Consistency and relevance leading to greater brand awareness and loyalty
Find a balance and make a plan
If you can plan to update your website content on a regular basis (and stick to it), you’re already halfway there. Blogs are the perfect starting point – and while you’re putting your latest blog into your website it’s a good time to make other changes too. Just remember to find that balance between frequency and quality.
If you are struggling to write your own blogs or they are not having the impact you were hoping for, it might be time to do an online course to transform your blog writing skills. Alternatively, if you need a high-quality, professional copy and content support, case studies, landing pages, or new SEO website copy, you’re in the right place.
Why not get in touch and see how we can help?