Todd Martin

Todd Martin

Sales Strategy

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Blow Out the Cobwebs. Swab the Decks. Clean House. Pick Your Metaphor.

February 5, 2015

Spring is a ways off for most of us, but it’s not too early to prepare for a spring cleaning of your online content.

I don’t have to tell you that keeping up with your website and online social content is time-consuming. There are blogs to write, Tweets and other updates to post, follow-up with prospects who fill out contact forms, etc. You absolutely don’t have any more time to spend on your web-based presence.

But I’m going to suggest that you try to fit some extra hours in over the next couple of months. Not necessarily to add a lot of content, but to do a serious review of what’s there.

Todd Martin 020515 image 1Maybe you do this on a regular basis already. If so, that’s great. But if you haven’t looked at absolutely everything you’ve posted or uploaded with a critical eye, you might consider setting a spring deadline for a revamp. I’m not suggesting a complete interface overhaul, unless you’re prepping for one anyway. Just a good, close look that will help you fix some things by oh, say, Memorial Day, and set some goals for more long-term renovation.

Here are some steps you can take:

  • Jettison dated content. You may be proud that you have so many pages on your website – and that is an accomplishment. But if your visitors stumble across pages that are advertising old sales promotions or products/services you no longer offer, how-to’s and other support for obsolete items, bios of staff that is no longer there, etc., it makes you look sloppy.
  • Use your “Instagram vision” to evaluate your visuals. You’ve heard from people beyond me that photos and videos rule these days. If millennials and younger are part of your target audience, you probably know that they’re fleeing Facebook – in part because their parents are there – and moving to Instagram. They’re used to seeing interesting, high-quality, well-staged pictures. If some of yours aren’t up to snuff, try to get some new, better ones. Consider, too, whether you’re posting too many (makes you look like a catalog) or not enough (fewer chances to catch visitors’ attention).
  • Consider your tools and your access to design specialists. There are some really great do-it-yourself website-building tools. You can often spot the sites that were created using these. If you’re using one of these (or have enlisted the help of a non-professional) and you’re really serious about building your brand and presenting a fresh, state-of-the-art face online, at least consider consulting with a professional. Many offer free consultations.
  • Todd Martin 020515 image 2Assess your Search Engine Optimization (SEO). Run your company name, keywords, etc., through a search engine on several computers and mobile devices. Are you ever on the first couple of pages? If not, you can either study up on SEO and attempt to improve it yourself or hire a professional.

If all this talk about hiring experts makes you check your bank balance, know that there are many talented individuals and firms out there who are reasonably priced because there’s so much competition.

Remember that your website and social network content serve as your 24/7 salespeople. Make sure they’re well-dressed and armed with the most current information.

Stock images courtesy of

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