Look around your retail store. Does it look different today than when you first opened the doors? Have your displays or merchandise changed over time?

If you’re a successful retailer, you’re probably nodding your head that it has transformed. You’ve made adjustments based on customer demands, changing seasons, what you’ve learned and generally, to keep things fresh. Did you know that it’s just as important to update your website as often as you make changes to your physical store, if not more?

Making changes to your website and keeping it fresh is crucial to the success of your E-Commerce business. Some people think they can invest in a website and once it’s up and running, the job is done. Sure, you can put your products online and to some degree, things may sell. But if you really want to have a successful online business, it’s important to update your site with new products, information or features and here’s why:

Why You Should Update Your Website Content

1) Increase Your Searchability

Search engines such as Google and Bing have formulas for how you’re found on the web. While it’s important to have certain words and tags attached to your content, search engines also want to know that you are a valuable resource for the users. The more you update with information that keeps people returning and linking to your site, the higher you’ll show up on search engines.

2) Keep Your Customers Coming Back for More

Just like your customers wouldn’t keep returning to your store if there was never anything new, nor will they return to your website. Keeping your merchandise fresh and changing up your displays – or in the case of online sales – your lookbooks, is a great way to draw attention to your site. The more they shop, the more likely they will purchase!

3) Be A Knowledgeable Resource

Your customers look to you to give them handy how-to advice on pet care if you sell pet supplies or the latest trends if you’re in fashion. Blogging is a great way to offer current, helpful information to your customers. Reel them in with information and they’re more likely to shop your site.

4) Show Off Your Successes

Have you or your products been featured in a magazine or published somehow? Have you won an award or received high praise for community involvement? Posting these achievements online shows your clients who you are and gives them one more reason to shop your site.

5) Keep Up With Technology

Once upon a time, you could only view an item online – a shoe, for example – in one color. Today you can view that same product in multiple colors and three dimensionally! You may find it useful to add interactive modules with your clients like sign-ups for events or feedback on fashions. Link to the latest social media sites like Pinterest and Facebook and your customers will know that you’re up-to-date with the latest trends.

6) Increase Your Web-Traffic

There are lots of tools out there to help you measure how many hits your site is getting. But how will you know if your traffic can be improved if you don’t make changes to your content? Update products and lookbooks, introduce new concepts through your blogs and you’ll see what works and what doesn’t. Find the right formula and keep it going from there.

Now that you know why it’s important to update your website continually, take a look at your website. Has it changed since it first went live? If not, then you’ve got some work to do. If you haven’t already, start dedicating an equal amount of time updating your web-content as you do dressing your window storefront or product displays. You’ll see how quickly it pays off.