The one thing that most websites aimed at teachers have in common is that they don’t change very much.
This has two effects. First it means that you lose an opportunity to sell more to these potential customers – an opportunity that you would have if they returned to your site. And second, because you get fewer visitors your site loses any chance of rising up the Google ranking.
Now when I say this to companies, what often happens is that they tell me that adding new information to the website won’t work for them because there’s nothing more to say. They sell what they sell, and that’s that.
And yet in virtually every area of education there are developments happening that allow companies involved in that area to devise new information to put on the website, even if they don’t have any new products to sell.
By way of example, you might want to take a look at a company that Schools.co.uk runs as one of our ways of staying in touch with schools and witnessing what they buy and how they buy.
The fact is that the products and services we supply on that site do not change very much, but our website changes most weeks, and that keeps drawing viewers in.
What we have done is provide a wide range of background information about dyscalculia on the site, which means that when people search for a particular issue they may well use a phrase that turns up in one of our articles.
Furthermore, because we add new articles on a regular basis those who have visited before tend to come and look at our site, seeing it as a place where they are likely to get the information they want.
To give an example of an article that remains very popular you might want to try going onto Google and typing in “What does the law say about dyscalculia?” We found that many parents were contacting us not to buy our services, but to find out what the school was obliged to do and how they could get help in persuading the school to do more. So we put up an article.
Most people who type that phrase or one like it into Google get a box at the top of the screen with a link to our article. We haven’t paid anything – we’ve just seen the opportunity. Google recognises this as a clear answer to a question, and so we get the publicity and the link.
If you would like us to have a look at your site and write a brief report about how it could be changed or developed to get more visitors, rise up the rankings, and get you more sales, we’d be happy to help. Just email Stephen@schools.co.uk or call 01604 880 927.
And of course, if you would like to know more about what do – there’s our website at https://schools.co.uk