A website is not something you build once and forget. Like a van or a shopfront, it needs a bit of regular attention to keep working and keep looking right.
The question is how much, and how often. The answer depends on what kind of update you mean, because there are two very different types.
Software updates and content updates
Software updates are the technical side. Most websites run on software that lets you manage pages, and many have add-ons called plugins for things like forms and galleries. The server underneath runs software too. All of it gets regular updates to fix bugs and close security holes. You do not see these changes on the page, but skipping them is the most common reason small sites get broken into.
Content updates are what your customers see. Your prices, opening hours, photos, services, reviews and contact details. These do not affect security, but they have a big effect on whether people trust you enough to get in touch.
Both matter. They just need looking at on different timescales.
How often to update the software
Software updates should happen little and often. Security fixes are released whenever a problem is found, and automated programs start looking for sites that have not installed them soon after. Leaving things for months is where the risk builds up.
As a rough guide:
- Check for software and plugin updates at least weekly
- Install security updates as soon as you reasonably can
- Remove any plugins or themes you no longer use
- Make sure a backup is taken before updating, so you can roll back if something breaks
Updates occasionally cause a clash, where one plugin stops working with another. That is why the backup matters. If this all sounds like a job you would rather not do, it is worth having someone handle it for you.
How often to update the content
There is no fixed rule here, but there is a simple test. Would a customer reading your website today get an accurate picture of your business? If the answer is no, it needs updating.
Here are the things that go out of date most often.
Prices
If you show prices, keep them current. Nothing puts a customer off faster than being quoted more than the website said. If your prices change often, consider showing "from" prices or a typical range instead.
Opening hours and availability
Check your hours whenever they change, including bank holidays and the Christmas period. Make sure they match your Google Business Profile, as customers notice when the two disagree.
Photos
Old photos can make a busy business look tired. Swap in recent pictures of your work, your team and your premises. Real photos of real jobs usually do more than stock images.
Reviews
Add new reviews or testimonials as they come in. A review from three years ago is fine, but a page where the newest one is that old can make people wonder if you are still trading.
Services
Have you started offering something new, or stopped doing something? Update your services page so you are not getting enquiries for work you no longer take on, and missing ones for work you do.
Contact details
It sounds obvious, but phone numbers, email addresses and service areas change. Test your contact form now and then to make sure enquiries still arrive.
A simple monthly routine
Set a reminder for the same day each month. It should take around half an hour.
- Visit your website on your phone and click through every page.
- Check your prices, hours and contact details are correct.
- Send yourself a test message through the contact form.
- Add any new reviews or recent photos of your work.
- Check that software updates and backups have been happening.
- Look at your Google Business Profile and make sure it matches your website.
A simple yearly routine
Once a year, take a slightly bigger look. A quiet month is a good time.
- Read every page as if you were a new customer. Is anything confusing or out of date?
- Replace older photos with fresh ones.
- Review your services and prices in full.
- Check your domain name and hosting renewal dates, and that they are in your name.
- Remove old user accounts for anyone who no longer needs access.
- Look at which pages get the most enquiries and whether any new pages would help, such as one for a service or area you want more work in.
- Ask yourself whether the site still reflects the business you are today.
If the answer to that last question is no, a refresh might be more sensible than patching things. Have a look at some example sites for ideas of what a modern small business website can look like.
Getting help with it
Many owners know all of this, but running a business does not leave much time. That is fine. The important thing is that someone is doing it.
On every We are Graft plan, the software updates, security and backups are handled for you, so there is nothing to update yourself. Our Growth and Pro plans also include time each month for content changes, so you can just send over new prices or photos and they get done. You can compare the plans on our pricing page.
In short
Software should be updated weekly. Content should be checked monthly and given a proper review once a year. Neither takes long once it becomes a habit, and both make a real difference to how your business comes across.
If you would like a website that stays up to date without you having to think about it, get in touch and we will reply within one working day.