On static sites and empty boroughs – the importance of updating

 

[dilapidated hallway]

Recently, I, Dmitry Betschetny and Ben Karl gave a joint webinar through the ATA on how to create a website. We also mentioned a few times the importance of updating it. One of the reasons is that a site creates expectorations, just as a tourist brochure does. Customer satisfaction to a certain degree reflects the intersection of those expectations and the actual experience. It is vital to update one’s site to actually present the current situation whether by subtracting and/or adding available services. The result will be that you can deliver what you promise, the recipe for success.

As a demonstration of the issue, to celebrate our wedding anniversary, my and wife booked several days a spa hotel in the southern Golan heights. The site was impressive, showing impressive rooms and tempting services. Unfortunately, tourism and the supporting facilities in northern Israel have yet to return what they were before the war. That will take time. When trying to book several tempting massages and other services, I discovered that they were not available. The hotel also had not fully maintained the room, albeit creating only minor issues. All together, we enjoyed our stay very much, found the service excellent and would return not only due to the attractive price but also the genuinely pleasurable experience. Yet, the difference between the site promises and the reality bothered and bothers me.

Therefore, if you have a site either for goods or services, it is extremely important to update it as circumstances change. It may be due to changes in availability or personnel. It may due to an active marketing choice. If a company cannot provide the services, it is better to remove references from the site or write “temporarily unavailable” than to disappoint the customer. For example, if a translator stops working in a given language combination or providing a certain service, such as editing, the site should no longer state the readiness to provide those services. Nobody likes having their time wasted.

On the other hand, many freelancers are actively searching for new niches and learning new skills, including AI. Once a person can provide a service, it only makes sense to make it known on the relevant website. Not only will it improve the SEO in terms of change, it will alert potential customers. A little effort updating the site can make a big difference.

Through the 19^th century, English democracy suffered from having election districts in which very few voters still lived but were the equal of constituencies with far more inhabitants. They were called dead boroughs. A search of the Internet will bring up quite a few of the Internet equivalent of them, i.e., sites where some or most of the services or goods offered are no longer relevant. It is vital to take some time to update your site.