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Katy Allaire
by Katy Allaire
on November 24, 2015

Think of your website as your brand’s resume. Your website has all the information your existing and potential customers need to know about your brand...at least it should. Despite where your brand currently stands in its level of success, whether you are seeking new customers or not, your website still needs to be updated. This is not only to keep your website fresh, but also to keep it safe.


Hackers are constantly finding new ways to gain access to manufacturing websites or those from other industries. It is part of the reason technology requires on-going change. Brands would be naïve to believe that they are safe from hackers, because breaches can happen to anyone. Hackers have the ability to damage your website, which can result in such acts as your site being replaced by another page, taken down, or redirected.

 A lack of security can also be damaging to your brand, not just your website. Hackers could send spam emails to your customers from your server, which results in your brand being blacklisted. This means that any future emails your brand sends will automatically be sorted into customers junk or spam folders. How will you stay connected to your customers if this happens?

Hackers can also damage your SEO, submitting incorrect data to search engines, which affects your brand's SEO and ultimately your reach to customers. Hackers can post advertisements on your website that alter your brand image, resulting in a tainted reputation. Keep vigilant with updates to prevent your website from being subjected to hacking.


Fresh Content

Updating content on your website has multiple benefits for your brand. Your brand will need to update its website with fresh content to keep your customers interested and informed. If your brand does not consistently upload new information to its website, what purpose do your customers have for coming back to your page? No fresh content will give consumers the assumption that your brand is not growing, innovating, or gaining new clients.  And, if that is the case, why would your current customers want to continue doing business with you  -- and why would potential customers want to sign on?

In the technology industry, for example, innovations are constantly occurring. If your technology brand does not make the effort to update its website regularly, how can your existing and potential customers have faith in your brand's ability to keep them informed on innovations? They rely on your expertise to keep them updated on technology as it relates to their brand. If your technology company is a B2B business that works with small businesses in creating their websites, how can you be an advocate for website building when your brand does not update its own website?

Your website does not necessarily need to go through a complete redesign to remain current. Adding different sections to manufacturing websites can provide fresh content and is a great way to remain up-to-date. For example, blogs or news sections are a great space to share information about your brand. No story is too small to share. No matter what is going on within your company, sharing what you are doing keeps you relevant.


Here are some ideas of what you can share:

  • Industry events – share information and pictures about a training seminar or convention your brand attended
  • Charity/community events – is your brand reaching out to the local or national community? Share your experience!
  • Milestones – congratulate an employee for their 10th year of service or report on a milestone project your brand completed. Celebrate successes your company has.
  • Industry news – share stories that involve innovations in your industry. Comment on how your brand plans to implement these changes and/or comment on how exciting this new innovation is for the industry.
  • New launches – whether it is a new product or project, talk about it and inform readers.

Whenever you are able, including videos and pictures is a great way to supplement the content as this will provide a more engaging experience for the viewer. It is a great way to demonstrate what your company does as well as humanizes your brand. Let your customers see who you are and what you can do!


Search Engine Optimization

Posting fresh content will keep your website higher in search rankings than those websites that do not update. Search engines favor websites that change regularly and regard those websites with the most recent content with higher relevancy to provide to web surfers. Search engines, like Google, use an algorithm when providing web surfers with content related to their search terms. When your website is not updated, the algorithm assumes that your business is outdated and may not provide the same services it did when it was last updated, for example, three months ago. Much like existing/potential customers can make assumptions, algorithms can as well. This speaks to your brand reputation. Posting fresh, unique content puts your brand in high esteem as a relevant source of information within your industry.

Keeping your website updated will ensure that your brand stays relevant within the industry. If your brand is doing well and finds itself with a large customer base, you will want to continue maintaining that relativity by keeping your website updates. You clearly have a good following at this point, and it is wise to ensure your customers can rely on your brand for fresh content. For a brand that finds it lacks an adequate number of customers, updating content on a more regular basis will have a huge effect on SEO and can result in driving more traffic to your website. Stay up-to-date on your website to keep your page safe and to keep your customers informed.



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