In this era of dynamic-content websites, the idea is to not become stagnant in the rushing stream of web traffic, but keep your customers and prospects returning to your site.

With a “static” or unchanging website, you become culturally obsolete and your potential customers or prospects will end up “bouncing” from your site at alarming rates.

When, however, you are viewed as the primary source for content of any kind: information, opinion, products, ideas, services, news, etc., you become a destination site—basically a site that all the cool sites want to take out for drinks after work.

To accomplish this, you must be either an exclusive content provider, have unique features, or be the simplest go to source for information.

Ethan Allen, for years a high-end furniture retailer, now lets you build your own dream room on its website. A unique tool. In smaller-budget firms, even auto-updated content not originating from you is better than bland, static, text pages.

Updating on the go is easy now, and the ability to constantly update your content reduces the long and tedious process of updating your site.

When customers drop by your site to find out your hours of operation, or to discover some other boring piece of information—what would happen if they find a world of useful information and clever content that is extremely relevant?

What if they post a link to an article from your site on facebook for all their friends to see?
What if they tell their friends about the clever little video they watched on your site?
What if the engaging content on your website caused a spontaneous word of mouth campaign for your organization?

So tap into that inner creative, scour the web for relevant information—and for goodness sake, don’t let your website wither and die a terrible death because of stale and stagnant content.

You’ve been warned.

Need some help developing your creative side? E-mail me (afear@clearbluestudios.com) and I’ll point you in the right direction.