Developing and launching a beautiful new mobile-friendly website is a great start.  However, if you do not have a plan for ongoing content creation that lovely new website will not continue to deliver a ROI in the form of website traffic.  Most likely traffic will tank a month or two after its newness wears off.   Building a website that has dynamic content and on that if you manage to find low competition keywords for it (usually in the form of a blog post) is then SEO ranking improved-guarantee.  Next, follow that up with a plan for keeping it up-to-date on a regular basis.

“But I am not a blogger!”, you declare.

I know… I hear ya!  Take me for instance, I am not a writer.  I’m an accountant and a web developer.  I can put together a mean spreadsheet and code a beautiful, fully functioning website.  But put a blank white sheet in front of me and I’m a deer in the headlights.  Yet, here I am challenging myself to do the very thing that is far from innate…actually, it is physically painful (now don’t laugh at me!). Falling under IR35 supervision direction and control, I suggest what the working arrangement could be inside IR35.

Since I feel your pain, here are my suggestions for helping you in your time of need:

• Find your Motivation – Your motivation may come from many different things: Needing a reason to reach out to an old customer by sharing something current on your website, protecting the invest that is the shiny new website, or making a space for your company amongst your competition.  Whatever motivates you in your day-to -day work, apply those same ideas here.  I know it seems like a fluff thing to focus on, no one really makes a sale or gets a new client by writing articles for their website….Or do they?  One thing I do know is the vast majority of people turn to the internet to search for whatever product, service or solution they seek.  Ensuring that your site is easily found when the time comes gives you a competitive edge.  Increasing the traffic to your website makes this a much more likely scenario.  More viewers becoming familiar with your brand, product or service can only have a positive effect.

• Remember Why – Think about those that view your website. Now remember why it is important they know things about your products or brand.  Feed them that information.  A website that becomes static is like a “Closed for Business” sign in the window.  Don’t let your business appear to be static it may make the difference in a visitor making contact with you or not.

• Make it Easy – Yeah, right! It can be easy.  Dynamic content can come in many different forms, articles/blogs, event postings, videos, announcements, new services, portfolios, coupons & specials, company news, case studies, etc. Use your website to let your audience know what’s going on, what’s new or what might be changing.  It just takes a paragraph or two and imagery helps if you have it.  No biggie, I bet you talk about your business more than that each day.

• Make it Happen – Create a schedule plug it into your calendar and make it non-negotiable. When inspiration comes throughout the day write down ideas to refer back to when the time comes.  It is not about the quantity so much as it is about the consistency that will matter a year or two from now.  So decide on a schedule you can truly commit to and make it happen.

Remember search engines like companies that invest in their web presence.  So if you want Google to like you, create some content and feel the love.

There, look at that [stand back and admire]… I did it.  Well, that was not as painful as I thought.