Think about a returning visitor: same homepage message, same “latest news” from months ago, no new events, no fresh posts. If nothing changes, why would they need come back?
Break the loop with 3 moves:
- Detect early
Scan for “last updated” dates, stale homepage sections, expired promos/events, and top pages with declining engagement. - Fix safely
Refresh in small batches: update the homepage, correct outdated details, swap in a new CTA, and confirm key links/forms still work. - Keep it from getting stale again
Build “freshness” into the site with easy-to-swap sections (Featured update, Latest article, Upcoming event, Recent project), a simple recurring cadence, and a reusable update template; so the site changes even when you’re busy.
Monthly minimums (the credibility basics):
- Update one high-visibility spot (hero, banner, featured section)
- Publish or refresh one piece of content (post, FAQ, case study, announcement)
- Clean one “content rot” item (broken link, old date, outdated offer)
- Add one proof-of-life signal (new testimonial, client logo, photo, metric)
Small, consistent changes turn repeat visits into progress ... not déjà vu.
