Veteran Owned and Operated
Called by Faith to Serve You
December 18, 2024
Let’s cut to the chase: Your website content isn’t a "set it and forget it" kind of deal. If you’re serious about keeping your online presence sharp and competitive, you need to regularly evaluate and update your content. Whether you’re a veteran owned business or a lawyer, your site’s homepage, service pages, bios, blogs, title tags, and meta descriptions all need to stay current. But how do you know when it’s time for an update?
Here’s how to figure it out:
The most obvious sign that your content needs a refresh is when your rankings start to slip. Search engines like Google love fresh, relevant content. If your competitors are consistently updating their sites and you’re not, it’s only a matter of time before you start to see your rankings drop. For doctors, this could mean patients aren’t finding your clinic as easily, and for lawyers, potential clients might be skipping right over your site.
Action Step: Use tools like SEMRush to track your rankings. If you notice a decline, it’s time to take a closer look at your content.
The law field is constantly evolving. What was relevant five years ago might be outdated now, your case results and service pages need to showcase your most recent wins and expertise.
Action Step: Regularly review your content for outdated information. Update service pages, case results, and any references to outdated laws, treatments, or equipment.
Are visitors landing on your site and bouncing right off? Are they not engaging with your content? Low engagement is a clear sign that something’s off. Maybe your content isn’t addressing the current needs of your audience, or it’s not compelling enough to keep them on the page.
Action Step: Analyze your site’s engagement metrics. If people aren’t sticking around, consider revising your content to better meet their needs or make it more engaging.
Take a look at your competitors. Are they ranking higher than you? Do they have more positive reviews? If they’re consistently outranking you or getting better engagement, it might be because their content is more up-to-date or better optimized.
Action Step: Perform a competitor analysis to see what they’re doing that you’re not. Use this insight to update your content and close the gap.
Reputation management is critical for lawyers. If your Google My Business (GMB) listing or Yelp reviews are outdated, inconsistent, or negative, it’s time for an overhaul. Potential clients and patients will check these platforms before making a decision, so make sure they’re seeing the best version of your firm.
Action Step: Regularly update your GMB, Yelp, and other review platforms. Make sure your contact information, hours, and services are accurate, and respond to reviews—both positive and negative—in a timely manner.
Title tags, meta descriptions, and keywords are the backbone of your site’s SEO. If these elements are outdated or not optimized for current search trends, you’re missing out on valuable traffic.
Action Step: Audit your title tags and meta descriptions. Make sure they’re not only relevant but also include up-to-date keywords that your audience is searching for.
With more people searching on their phones, having mobile-friendly content is a must. If your site’s content isn’t optimized for mobile devices, you’re alienating a significant portion of your audience.
Action Step: Test your site on different devices. If it’s not mobile-friendly, work on making your content more accessible, whether that means adjusting layout, font size, or page speed.
At the end of the day, if your content isn’t bringing in leads, clients, or patients, it’s time to reassess. This could mean anything from tweaking your call-to-action to completely overhauling your site’s messaging.
Action Step: Set clear goals for what you want your content to achieve. If it’s not meeting those goals, start making changes.
Your content is one of the most powerful tools you have for attracting and retaining clients or patients. But to keep it working for you, it needs regular attention. Don’t wait for your rankings to drop or your engagement to tank before you take action. By regularly updating and optimizing your content, you’ll stay ahead of the competition and continue to grow your practice or firm.
Ready to boost your online presence? At Honorable Marketing, we specialize in keeping your content fresh and your rankings high. Contact us today to find out how we can help you stay ahead of the curve.
