Set Now Solutions specializes in online marketing and web-based productivity solutions.

Outdated links, unavailable products, old information...If your website isn't current, people will stop coming to it or worse — they may think you've gone out of business! Create a plan for keeping your site fresh and measure the increase of your web site's profitability.

1. Your Image and Customer Perception

The look of your website is a reflection of your corporate image. If you have an antiquated look or outdated technology, this will extend to people's perception of your product or service. Everybody wants what's new!

If people return to a website and see improvements or a change, this gives them the impression that your company as a whole is continually re-evaluating and improving itself. It will also improve the perception that you are regularly improving your products or services.

Add these ideas to your "Keeping it Fresh" checklist:

	Remove any old information or outdated product and service information.
	Create a "What's New" or "This month's special" section on your home page and keep it updated at least monthly.
	Create a "call to action" by offering a limited time offer with a specific end date on your home page. Don't forget to remove the offer when the cut off date has passed.
	Have your home page images or text automatically change every time a visitor arrives, or change it to match the holidays or seasons.

2. Stay ahead of the competition

Now is the time to review your competitor websites and modify your website to be even better than the competition. If your competition offers 24-hour customer service, your customers may expect that same service from you.

Add these ideas to your "Keeping it Fresh" checklist:

	Evaluate the websites of your top 3 competitors. What are they offering that you aren't and would it be a benefit to your clients? How can you make it even better? What are they doing wrong?
	Define your "edge." Is there anything you could be doing that your competition hasn't thought of yet?
	Go through your entire site with the point of view of a new visitor. Make an inquiry or place an order. Or even better, observe how a new visitor navigates your site. Where are the stumbling blocks? Even if your site works well, how can you make it better?

3. Rank Higher in the Search Engines

Did you know that search engines rank sites higher if their information changes frequently and is up-to-date?

Add these ideas to your "Keeping it Fresh" checklist:

	Check page title tags and description tags to make sure they are correct and contain current terminology.
	Make sure website page content contains keywords that people are using to find your product or service.
	Check your listing in the top 5 search engines to see how you're doing for selected keywords.
	Hire a company who specializes in getting you listed in the search engines.

4. Build Trust

Many business owners believe that they lose customers to their competition because of better prices. Customers will be more likely to stay (or return after a bad experience) if you always maintain a relationship of trust, value and great customer service. Customers will make their decision to buy from a website not solely for the best price, but for

• security
• ease of ordering
• better customer service
• established reputation

Add these ideas to your "Keeping it Fresh" checklist:

	Create a customer focus group and find out what your customers need and want from you. Then, make it a point to make sure your website consistently delivers what is needed. Repeat on a regular basis.
	Encourage interactivity on your web site and respond to all client requests within 24 hours, even if it is to tell them you are still working on solving their issue.
	Ask your customer service department to isolate the top 10 issues, and address them prominently on your web site as FAQ's (Frequently Asked Questions). If you already have a FAQ section, continually make sure it's current.
	Add a questionnaire on your web site, in your email campaign and in your "snail" mail that asks how you can better serve your website visitor's needs.
	Have a clear privacy statement that anyone can understand, not just your lawyer.

5. Create a Website Evaluation Schedule

Evaluate your e-business plan at least once every year. Use this evaluation to create a list of desirable improvements, and assign a realistic completion date for each task.

6. Measure your web site's profitability.

Your website should constantly evolve into a better functioning, more organized, intelligent force that consistently brings your company new business and repeat business. Become familiar with your website's 'stat' reports, and determine where site visitors are entering and exiting the site. Make changes to your site based on your research and then measure the increase in web traffic and sales. Constantly fine-tune your efforts.

Add these ideas to your "Keeping it Fresh" checklist:

	Create a chart that tracks the effectiveness of your website changes and the return on investment.
	Encourage a regular exchange of information from all staff members who are involved in the website's impact on the company. Every employee that has contact with your customers is a valuable resource of suggestions about how to freshen up your website to make it better.

It will take time, patience and some mistakes to create a website that stays ahead of the competition and offers value to your customers. But with careful planning, determination and commitment, your website will give you a return on your investment.