Your website is often the first impression someone has of your business. It’s your your first conversation. But if you haven’t touched your content in months (or years), visitors notice — and so does Google. So how often should you really update your website content?
Let’s dig in.
Why Updating Website Content Matters
Before we talk about frequency, it’s important to understand why content updates matter in the first place.
- SEO Performance: Google favors websites that are active and updated. Fresh content signals relevance.
- User Trust: Customers trust businesses that appear alive, responsive, and current.
- Higher Conversion Rates: Updated content keeps messaging sharp and aligned with customer needs.
- Competitive Advantage: Stale websites send customers to competitors who look more “in business.”
In short: If your website feels abandoned, so do your visitors.
Different Types of Content and How Often to Update Each
Not all content needs the same level of attention. Here’s a breakdown:
1) Blog Posts
Ideal Update Frequency:
New Posts: 1–2 per month minimum
Existing Posts: Review and refresh every 6–12 months
Why:
Blogging consistently is one of the easiest ways to keep your site active. Plus, updating older posts helps you keep rankings strong, especially if search behavior changes or competitors start outranking you.
2) Service Pages
Ideal Update Frequency:
Review every 6–12 months
Update when services change or expand
Why:
Your services evolve over time. If your website still lists “Logo Design Packages” but you’ve shifted into full branding strategies, your messaging needs to match.
3) Homepage Content
Ideal Update Frequency:
Review every 3–6 months
Why:
Your homepage is your digital handshake. Updating a headline, adding a testimonial, or featuring a new case study keeps it feeling alive without needing a full redesign.
4) Contact Page
Ideal Update Frequency:
Review every 6 months
Immediately update if phone numbers, addresses, or emails change
Why:
Nothing kills trust faster than outdated contact info.
5) About Page
Ideal Update Frequency:
Review every year
Why:
Your story might not change often, but team members, awards, milestones, and company focuses can. Keep your “About” story fresh and relevant.
6) FAQs
Ideal Update Frequency:
Update based on real customer questions (quarterly is ideal)
Why:
Your FAQ page should reflect current customer needs. If visitors keep asking about something new that’s not covered, you’re missing an opportunity.
7) Portfolio/Case Studies
Ideal Update Frequency:
Add new examples quarterly
Why:
Showcasing fresh work proves you’re active and successful today, not just years ago.
Signs Your Content Is Due for an Update
Sometimes you don’t need a calendar reminder; your website will tell you when it’s time:
- Your traffic is dropping for no clear reason.
- You’re seeing higher bounce rates on specific pages.
- Your keywords have slipped in Google rankings.
- New competitors are outranking you.
- Service offerings have changed, but your pages haven’t.
- Reviews or testimonials are more than two years old.
- You’re getting fewer inquiries from your site.
If any of these sound familiar, it’s time for a refresh.
How to Plan a Content Update Strategy
Don’t overcomplicate it. Here’s a simple plan to stay ahead without feeling overwhelmed:
1) Monthly Micro-Updates
- Add a new blog post.
- Update a testimonial.
- Tweak a homepage sentence or banner.
Small changes, consistently.
2) Quarterly Website Review
- Skim through major pages (Home, Services, About, Contact).
- Check for outdated info.
- Update imagery if needed.
- Identify and fix technical SEO issues that might be slowing down your site.
- Refresh keywords where it makes sense.
3) Annual Deep Audit
- Full content review.
- Check SEO performance.
- Refresh or remove underperforming content.
- Consider a website design refresh if needed.
Pro tip: If you treat your website like a living, breathing employee, you’ll be far ahead of most businesses.
What Happens If You Don’t Update Your Website?
If you’re thinking, “It can’t hurt to leave it alone for a while,” here’s what typically happens:
- Search engines assume you’re less relevant and drop your rankings.
- Visitors see old dates or “copyright 2021” footers and assume you’re out of business.
- You miss new SEO opportunities (new keywords, new services).
- Competitors look sharper and steal your customers.
In short: you quietly lose business without realizing it.
Updating vs. Redesigning
Updating is about refreshing what you already have.
Redesigning is about rethinking your structure, branding, or functionality.
You don’t need a full redesign every year. But content updates? Those should happen regularly, even if the “look” stays the same.
When a redesign is better than just updating:
- Your site looks outdated compared to competitors.
- Your branding has significantly changed.
- Mobile experience is poor.
- Your website is slow or buggy.
Examples
Example 1: Service Page Update
A local landscaping company updated their “Sprinkler System Installation” page to include drought-resistant solutions after a hot summer. Within 90 days, traffic to that page doubled.
Example 2: Blog Refresh
A small manufacturing firm updated a 2019 blog post about “Best Materials for Outdoor Furniture” to add new options and trends for 2025. Rankings shot back up.
Example 3: Homepage Testimonial Swap
A web designer replaced old testimonials from 2018 with newer ones from big-name clients. Bounce rates dropped by 12%.
Small updates = Big impact.
Tools to Help You Stay Organized
- Google Analytics: Watch traffic trends and identify top pages.
- Google Search Console: Monitor keyword rankings and fix issues.
- Trello/Asana: Set simple monthly content review tasks.
- Content Calendars: Plan blog topics ahead of time.
- Website Audit Tools: Use tools like Ahrefs, SEMrush, or Screaming Frog.
Final Thoughts
So, how often should you update your website content?
- Blog posts — every month.
- Service pages — every 6–12 months.
- Homepage and key pages — quarterly tweaks.
- Deep audit — once a year.
Consistency wins.
Think of content updates like brushing your teeth. Skipping it once or twice won’t kill you — but if you ignore it long-term, you’ll definitely regret it.
Keep your website alive. Your visitors, your search rankings, and your business will thank you.
Need help keeping your website fresh? At Graticle Design, we help businesses in Longview, Kelso, Ridgefield, and Vancouver stay ahead of the curve with smart updates, maintenance, and full redesigns when needed. Let’s talk about your website today.
