Not long ago we were asked to look at the website of a new client. The business is in the professional services sector. They were concerned about their homepage traffic...which had declined over the past couple of years...and wanted a total new site and redesign. Yeah, they were...worried.
Now, they don't do e-commerce but they do a bunch with their business blog. (Clearly they had been listening over the years that business blogging is a great way to secure solid content and project a strong voice let alone be helpful in search engine optimization.) We knew...and they didn't...that visits to homepages continue to shrink and that happens because of a good reason...
So, we dug in to take a look and in the end made the professional recommendation that what they needed to do was stop worrying about their website and continue creating original content that drives people to their business.
Here is how it works: A consumer does not go looking for the XYZ Legal Services Company...unless they get a recommendation. It is more likely that a consumer is searching for something. Perhaps they are looking for "Business Succession Issues". They plug that into their search engine and get lots of places to go so they can learn more. And, because this client has written, several times, about that issue their legal blog came up on the first page of the search. And, because they used the right keywords and tags in their blog, the consumer was able to tell the company was in their metro area.
Today it's all about content and changing content at that. So, if your homepage is static don't expect much. However if your homepage content always changes...and if you are creating content on a regular basis it all adds up.
Content, content, content. And today you've got more places to share that content than ever before.
Create valuable information that people can use and the rest will follow.
Thanks for reading!