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Katy Allaire
by Katy Allaire
on April 25, 2016

In 2016, having a website for your company is essential to running a business. However, the simple act of having a website is not enough. Your website needs to be informative, engaging, and an accurate representation of your brand. For many consumers, your website can be their very first impression. Therefore, proper website management will play a pivotal role in the overall success of your online presence.

Update Contact Information

The contact information on your website is essential. Without the right contact details, the customers who want to get in touch with you will be left in the lurch. Depending on your business and sales strategy, you may want to provide contact information for specific people on your team, or just a general email and phone number. The most important thing is that your contact information is correct, which can require regular maintenance. If you move, change phone extensions, or create a new sales team email address, that should be reflected on your site. It seems basic, but you would be surprised how easily this kind of maintenance can be overlooked.

Post Content Regularly

Your website should feature new content on a consistent basis. Regular content acts as an integral part of an inbound marketing strategy and is also important for maintaining SEO rankings. Choose a content schedule that is feasible for your team to maintain. Consistency allows consumers to be able to rely on your brand for new information and will keep your audience engaged and connected to what is happening in your company and your industry overall.


Your content should be easily consumable and simple to comprehend at a quick glance. Statistically speaking, consumers have about a 10-second attention span, so your content needs to be able to grab and hold attention. Simple content that addresses core challenges that your buyer personas face works best for this.

Build Your Reputation Through Credibility

Aside from featuring brand new information, the content you post should be credible. Continue to maintain professionalism on your website by keeping your content grammatically correct and free of spelling errors, avoiding false information, and not sharing any content that would be considered derogatory or distasteful. Your website should display the same core values as your company.


In addition to maintaining credibility based on how your brand conveys information, providing appropriate, professional resources is a great way to increase credibility and stay connected to the industry. Utilizing links to connect your readers with other industry leaders is the perfect way to do that. However, one of the most frustrating things for a reader is coming across a broken link, which can have an adverse effect on your credibility, so be sure that any links you include on your website remain active. Spending some time to check your site for broken links on a regular basis is a good idea. With blog content, that can be extremely time-consuming, but as long as you focus on the posts that drive the most regular traffic, you should be able to keep your site visitors happy.

Redesign When Necessary

While content is certainly one of the most important aspects of your website, it is just as important to have a website that is easy to navigate and that looks professional. If your brand finds itself in a situation where it is not generating results, a redesign can breathe new life into it. HubSpot recommends asking these four questions to help guide you through the redesign process:

  1. Does my call-to-action convert visitors into leads and customers?
  2. Do my landing pages inspire people to learn more by digging deeper, or are they simply aesthetically pleasing pages that convey little value?
  3. Is my website too text-heavy or written with corporate speak?
  4. Does my website’s look and feel match my company’s voice and speaks directly to my target audience?

In the redesign process, placing yourself in the seat of the consumer can help to figure out what steps need to be taken to make changes. For example: is it easy to navigate and is the most important content easily accessible?

Aside from being able to access content, the security of your website is an important reason why redesign might be necessary. Security breaches can happen to anyone. By redesigning your website, your brand can save itself from hackers. Technology is ever-changing and maintaining a secure website ensures your brand stays up-to-date on combatting potential hackers.

Hire an Agency

Not sure if you have time to maintain a website? You are not alone; many brands do not have the manpower or know-how to manage their website. This is where an inbound marketing agency can step in to assist. These agencies have the experience, knowledge, and time to ensure your website stays up-to-date and runs smoothly.

Here are some questions to ask to help you get started.  


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