If you read my post from earlier this week, then you may have been saying to yourself "OK, Mike, I got it, but now get off your high horse and tell me what I can practically do!" OK, I will, because you're right in a way, not making the time to update your website is usually just a symptom of the real issue. And what we have found is that people just don't know where to start. So I like to suggest that they start with some simple starting ideas.

The following are thoughts anyone can use to achieve some outstanding results with a web site.

1. Know thy visitor! I can't underscore this one enough, understanding your audience is the basis on which everything you do with your site should be based. Take the time to understand who is coming to your site and who you want to come to your site. Are you trying to attract prospects, customers, partners, dealers, prospective employees, clowns and elephants, etc. Whatever the answer [and yes it's OK to have several] then be sure you have areas of your site to talk directly to each of them.
    
2. Give them a reason to come back. Providing solid, predictable and valuable content on a regular basis is a great way to keep your site fresh and attract returning visitors. Publish news and announcements, update events you'll be hosting or attending, post to a blog, record a podcast, publish a newsletter, create a resource directory, offer a valued link library, host an industry research area, and so on. The ideas are endless, and so can be the value to your target visitor.
      
3. Have a clearly defined call to action. When someone visits your site, any page of your site, do they clearly understand what you want them to do to take the next step? Should they pick up the phone and call you, fill out a contact form, email for information, buy something, link to another site, whatever the purpose, make it clear and easy.
    
4. Small, regular changes are better than infrequent, drastic ones. Don't wait until you have enough updates to bother. If you think it, do it! The quicker your ideas are translated into reality, the sharper, more interesting and better they will be executed. If I asked you how often you were going to update your site and you said "a few times a year," or "once a quarter," or even "once a month" - I'd probably reply with - "don't bother!" Seriously, don't get overwhelmed by the prospect. To quote Michael Jordan and Nike - "Just Do It!" - and do it regularly.
    
5. Pay attention to your traffic. Do you know how many people are even visiting your site. Be sure you know how to find and understand your site's traffic logs. And if you don't know, then find out, and if you don't have them, change host providers. Plain and simple, traffic trends can help you to appreciate which areas of your site are working and which are less then favorites.

And finally, understand the simple fact that your website is never done! It's not like a brochure or commercial or any other media around, because you always want to be changing it, adding to it and making it better. So try thinking in these terms, let me know what you think and how it works, and share your experiences by commenting right here on this post.

-- Mike