A Practical Guide for Propane Marketers
Your website is like your storefront. A website with outdated content or design can turn away younger generations and may signal that your business is not keeping up with modern conveniences and technology, which we know isn’t necessarily the case. The key is knowing what to update and when. Here is a simple schedule to keep your site looking fresh, secure, and effective at bringing in traffic and customers.
Real-Time or Timely Updates
Make these changes as soon as they happen. Some examples include service area changes, emergency or weather-related information, pricing updates, new promotions, changes in hours, or seasonal offerings like summer propane contracts and winter grain-drying contracts.
Why it matters: These updates build trust because customers see that you are active and reliable. Outdated information, such as last year’s holiday hours or expired contract details, can turn people away quickly.
Monthly Website Checks
Although some updates don’t require monthly attention, it’s important to review your site consistently and not let more than a year pass between checks.
Be sure to test all the forms on your website and confirm that submissions are reaching the right person and that the necessary next steps are being taken, whether that means following up with the individual or handling another internal task. Post at least one new piece of content such as a blog, news update, or FAQ. Read through FAQs to confirm that questions and answers are still correct and consider adding new questions that have come to your attention to improve the user experience. Check for any staff changes and ensure all business information is accurate and up to date.
Why it matters: Search engines favor fresh content and customers expect to find reliable information. This consistency keeps both traffic and credibility up.
Annual Audits
Go through your website to make sure all content is updated. Test your site’s speed and make sure it looks good on mobile devices. Request a Playbook that will include scans to see how your site is doing in search engines, local search results, load times, and to find any broken links, missing images, or error pages.
Why it matters: Your business changes over time, and a yearly audit and refresh keep your website current so it reflects who you are today.
Website Redesign
Signs that your site needs a redesign include it not being mobile-friendly, customers complaining they cannot find what they need, traffic being flat or declining, high bounce rates, or competitors’ sites looking more modern and user-friendly. If you need help with updates on your site, would rather have a site you can update yourself, or suspect you might be ready for a website redesign but need guidance from a web design agency that understands the propane industry, reach out today.
