Remember the movie Field Of Dreams and the famous line, “If you build it, they will come?” Some people think that’s true about business web sites — just build a great one and they’ll come. But to keep them coming, you need to begin renovations immediately.

Keeping your web site fresh is vital for everyone and every thing that is visiting. People like to see new content and features, and so do the search engine robots that sample your web site looking for updates to your pages. But what should this content be? Scott Randolph of 7xo Media has some sound advice in this area:

You need to craft all your content with an eye for the ultimate goal – conversion.  You need to come up with a schedule and stick to it (this is much harder than it sounds).  You will need to create content that is interesting and useful for someone, even if they aren’t your customer.  You need to give options to share your content (social bookmarking buttons, email this buttons, etc…) – and encourage people to use them.

A web site upgrade doesn’t have to be a huge task if you’re freshening your content on a regular basis. You can create customer tips and produce mini case studies. Add testimonials or begin a blog that lets you comment on industry trends and pass along great ideas.  Open a Twitter account for your business and include a listing of your Twitter posts on your web site. Piece by piece, you can build a better business web site by never finishing the job.