What do you want your website content to do for your business? You probably want to attract the attention of search engines, to raise your online profile and to gain potential clients’ confidence in your business. One way you can help achieve all of these goals is to include a ‘News’ section on your website.
The most efficient news sections are designed to be quickly updatable and usually keep news items to 250 or so words, an ideal length for attracting Internet readers. This can always link to a longer article on your company blog if you feel there is more to say. However, if you do create longer versions, ensure they have a purpose. As with all web content, news items and associated articles should be kept clear and concise. Use exactly as many words as you need – not a single letter more. A regular schedule of fresh content means your site will be crawled more often by the search engines.
A frequently updated website also sends a strong signal to potential customers that you are an active and dynamic company. It gives them an insight into your aims, achievements and work in the current market that product descriptions and static pages can’t achieve. To this end, consider a variety of news posts on a variety of topics. Types of posts may include articles on product and company news (upgrades, promotions, recent press coverage); as well as wider industry news.
Online news sections can work really well in tandem with business blogs: the former can demonstrate your organisation’s leadership in its industry, whereas the latter offers a more informal platform for potential customers to interact.