A good agency’s work is never done
Why we continually update client websites and how we do it
There is nothing worse for your digital footprint than a dormant website. Outdated content can sink website ranking faster than icebergs can sink cruise ships these days, especially since Google’s latest update. We work with clients to develop content that fits with business priorities and their timeframes. Here’s how we did it with a flooring retailer client, Wall Bros Ltd.
We’ve been working with Wall Bros Carpets in Worthing and Storrington for several years now. Working with a client for that amount of time means that we have a detailed understanding of what they want to achieve and how they like to be portrayed. We had recently updated their print advertising and thought the website could do with a design refresh to reflect the aspirational imagery used in the new campaign.
SEO Boosting Content
We suggested this to the client, who agreed with us that a web design update was a good idea. We then started working on the website to give it a new lease of life. We added new, well-written and SEO-friendly content to each page; including writing an FAQ (frequently asked question) for each type of flooring that Wall Bros sells on the corresponding page. Making sure it was relevant to that flooring; for example, we answered a frequently asked question about wool flooring on the carpets page.
Images can be powerful
Almost all of the images on the website were also changed to; not only make sure the site reflected the latest flooring trends, but also to boost organic SEO through ALT tagging each image. We also added the latest team photo too. Our photography team attended the Worthing showroom and conducted a photoshoot of both the wonderful Wall Bros team and the vast array of flooring they have on display.
We also installed an SEO plugin into the website to make sure search engines can properly recognise each page of the site. Using this SEO plugin also means that we can measure the performance of each page.
The Pay Off
A couple of months after all the website updates were completed we saw a huge spike in website impressions and clicks. See the image below which compares website analytics from April to July:
As we alluded to earlier, managing a website is an ongoing process. Things are constantly changing in the fast-moving digital world and no website is ever ‘complete’. We carry out monthly checks on the websites that we manage to ensure that everything is working correctly and all plugins are up to date. We also monitor the analytics of the websites from various sources to watch how they are performing.
This allows us to keep on top of the data and notice what is, and perhaps more importantly, what isn’t working for our clients. We are not the type of team to sit on our laurels, we continually learn and move forward, just like our clients do.