Running a small business means wearing many hats. Between managing customers, operations, and marketing, it’s easy for your website to slip to the bottom of the priority list. But here’s the truth: your website isn’t a “set and forget” tool. It’s a living asset that needs regular updates to stay effective.
So, how often should you really be updating your website content? Let’s break it down.
Why website updates matter
Think of your website like a shopfront. If your signage is faded or your products look dusty, customers may walk past without stopping. Online, it’s the same. Outdated content can:
- Hurt your credibility (“Are they still in business?”)
- Lower your Google rankings (search engines love fresh, relevant content)
- Miss conversion opportunities (your services or prices may have changed)
By keeping your content up-to-date, you show customers that you’re active, trustworthy, and invested in delivering value.
What “updating” really means
Updating doesn’t always mean rewriting every page from scratch. It can be as simple as:
- Refreshing your homepage messaging to match your current offers
- Updating service pages with new pricing or packages
- Adding recent testimonials or case studies
- Writing new blog posts to answer customer questions
- Optimising old content for SEO (keywords, headings, readability)
These small tweaks can make a big difference in how customers (and search engines) see your business.
How often should you update?
The ideal frequency depends on your goals and resources. Here’s a simple guide for small business owners:
1. Core website pages (home, about, services, contact)
- Review every 6–12 months or when there’s a business change.
- Example: If you’ve added a new service or your pricing has shifted, update your service page right away.
2. Blog or resources section
- Aim for 1–2 posts per month.
- This keeps your site fresh, helps with SEO, and positions you as an expert in your space.
- Don’t stress about quantity—quality, helpful posts win every time.
3. Seasonal or campaign pages
- Update before key events or sales seasons.
- Example: a Christmas promotion page should be updated well before December.
4. SEO and performance reviews
- Every 3–6 months.
- Check if old content is still ranking, update keywords, and improve formatting for readability.
Signs your website needs an update right now
Not sure if your website is due for a refresh? Look out for these red flags:
- Your last blog post is over a year old
- You’ve changed your services, but your website doesn’t reflect it
- Customers keep asking the same questions (a sign your site isn’t answering them clearly)
- Your Google ranking has dropped
- You feel embarrassed to share your website link
If any of these sound familiar, it’s time for a content refresh.
Quick wins for busy business owners
If you don’t have time for a full overhaul, here are small updates that deliver big impact:
- Swap out old images with fresh, high-quality ones
- Add one new testimonial each month
- Update your “About” page to reflect recent achievements
- Rewrite headlines to make them clearer and more engaging
- Create a FAQ page to answer common customer questions
These updates take less than an hour but can immediately boost trust and conversions.
Final word: consistency beats perfection
You don’t need to reinvent your website every month. The key is to keep things current, relevant, and aligned with your business goals. Regular check-ins—whether monthly or quarterly—help you stay on top of changes without feeling overwhelmed.
Remember: your website is your digital shopfront. Treat it with the same care you would your physical space, and it will continue to attract and convert the right customers.
Action step: Schedule a reminder every quarter to review your website. Small, consistent updates will save you from big, stressful overhauls later.