Do you audit your website regularly, making sure all the stuff is there, spelled correctly, and working the way you thought it was? If you don’t, there’s a good chance your site isn’t functioning the way it should. I think a content audit should be done about every six months, because you consistently are adding content to your site, and it’s easy to inadvertently change something. You are consistently adding content to your site, right? I hope so!
But some things should not be changed from their place on your homepage, and they should be in plain text for the search engines to easily find:
- The name of your business. If your name is in fancy graphics, that’s not plain text.
- The logical category your business is in, like the section of the Yellow Pages where someone would look for you.
- Your business address, including street, district, city, and state. The internet is global and you can’t assume knowledge.
- Your business phone number in standard format.
I’m not saying you can’t have a rolling banner with the information, but that rolling banner shouldn’t be the only place this essential information is found. While you are at it, check all the local directories your business is listed in and make sure the listing is correct.
There’s a fifth thing your homepage should definitely have, and that’s working social media buttons. Every icon on your site needs to be there for a reason, and the things need to work. Facebook buttons should go to your business page on Facebook, for example. If you haven’t hooked them up yet, don’t leave them on the site.
When a visitor comes to your homepage, it should be obvious who you are, what your business is about, and how to find you in real life. Everything that is there should work as promised, and if a typo happens to appear somehow (they will!), it should be corrected quickly. This is the impression you give the world about your business, so make sure it continues to be a good one.