Do you want to increase the number of qualified visitors coming to your website? Do you want to engage potential and current customers with your brand, products and services? Are you planning to use your website as a tool to grow your business?
The easiest way to do this is not to run a paid search campaign, nor is it to put your url on any and all marketing materials that you put out. It’s by producing fresh web content that entices people to come back to your site.
Because, guess what? People who’re coming back to your site for the third time are more engaged than first time visitors. That also means they're more likely to contact you or even buy from you. In the grand scheme of things it’s a lot cheaper to bring a return visitor back to your site than it is to attract a new one. Last but not least, Google likes fresh content and the additional words on your site will undoubtedly reap more organic traffic in the long run.
There are many ways of bringing people back to your site, all focused around fresh and relevant content. Here are three very simple tactics.
Blog
Install a copy of Wordpress on your server and start a blog. Or if you don’t want to call it a blog, just dedicate a section of your site for (at least) bi-weekly content updates. The nice thing about utilizing a content management system like Wordpress is that it's really easy for you to add fresh search-engine friendly content.
Have a news section
Most sites have one. But unfortunately they never get updated. Please update yours - and even if it’s just to point people to fresh resources and articles relevant to your business and industry.
Start an email newsletter
Technically this is a bit of a cheating strategy, since you're not technically adding fresh content to your website. But capturing people’s email information is always a good idea. Remember when I told you that a third time visitor is more valuable than a first time visitor. Well, an email subscriber beats them both. If you can’t think of a way to produce fresh content on your site; at least send monthly email updates to the people who’ve raised their hands for ongoing information. Plus once you've produced your email newsletter, you might as well put the content on your website.