There’s a small independent toy shop near my home that I often walk past. I am always really impressed by just how well the staff dress the windows each season or tie in with key events and dates. I particularly loved their recent Six Nations window.
This shop is rightly aware that their window is prime real estate for the business. Make a splash with a fresh display and heads will turn. Dress it once and only make minor changes once in a while and people will walk past without noticing.
Rugby may not be everyone’s cup of tea but change will attract attention and create awareness. And one day, someone who noticed a Welsh flag one week will notice the push-along horse on display a few weeks later — and that would make a perfect gift for their nephew’s birthday.
Now why am I banging on about shop window displays? It’s because the home page of your website is your online shop window. And you can apply the shop window thinking to your own website.
Did you pat yourself on the back for a job well done and breathe a sigh of relief when your website first launched? How much work have you done on it since? Has the home page changed at all?
I meet so many small business owners who treat their websites as a one-off exercise and believe that an online presence is all that is required. Your website is like a living creature that needs to be constantly fed and cared for, if it is to do everything you want it to do. And that means regular updates — especially if yours is an ecommerce business.
And remember, it’s not just website visitors that love fresh, engaging content — so does Google.