We’ve seen it before: the sad and stale homepage boasting a news item from 2002. Or worse: a copyright notice from the same year.
It’s next to impossible to take a site like that seriously. A stale page screams, “We’re out of touch, sloppy, don’t care and probably aren’t in business anymore.”
You know how dynamic the web can be. Unlike print publications, it literally changes before your eyes. With all the information available online, how can you determine what’s credible?
Well, if you’re like most web readers, freshness is a clue to credibility. Knowing when a page was last updated helps readers determine its worth. So when you write for websites, bring your copy into the present.
Show recent dates
Make sure your web pages carry a “last updated” date. This is an exceedingly simple but effective solution that tells your visitors exactly how fresh your content is.
Another simple technique is to have your start page automatically show the current date. Your readers will instantly think they’re at a fresh and relevant site.
Use current information
Of course, seeming up-to-date isn’t as good as being up-to-date.
Your web content should convey the latest news and information about you, your company, your offering or your industry. With out-of-date info, your credibility suffers and readers perceive your copy as irrelevant—no matter how well it’s written.
Outdated statistics, numbers and examples set off alarm bells. You must make sure your facts and figures are recent. Use a content plan to schedule assessment and adjustment of information on your site. And don’t forget to adjust disclaimers and privacy statements if necessary.
Also, always adjust the copyright to include the current year. It’s easy—and easily overlooked.
But don’t just add content to your website without a plan. Just as important—if not more important—is how you organize content.