How Often Should You Update Your Website? (And Why It Matters More Than You Think)
It’s a question I hear all the time. How often should I update my website?
The truth? Most people set and forget their sites, even designers.
Crazy, I know.
But here’s the kicker. Something as simple as adding a blog to your website twice a week can increase your organic traffic by up to 55%, which is hugely increasing your potential for conversion and more clients. Fresh content tells Google you’re active, relevant, and worth showing to more people.
Think of Google as your number one client prospect. You wouldn’t reach out once and hope for the best. You’d keep building trust, reminding them of your value in hope you can convert them in your next meeting, your website is no different.
So, how does adding new website content help you rank higher?
Now imagine sitting down with a potential client for the first time.
You tell them what you do.
You briefly mention your services.
You share a small piece of your story.
Then… that’s it.
No proof
No examples.
No reason for them to trust that working with you will deliver real results.
Most people wouldn’t move forward in that situation. And it’s no different online.
When you add helpful, relevant content to your website, you’re doing the digital version of building trust. You’re showing clarity around what you offer, who it’s for, and why it works. Over time, this is what turns a curious visitor into someone who feels confident reaching out.
This is also how search engines work.
Google isn’t just looking for a nice-looking website. It’s looking for signals that show you know your space. That means clear explanations, useful insights, and content that demonstrates experience and relevance.
Every new page or blog post gives Google more context. More understanding of who you are, what problems you solve, and who your ideal customer is. The clearer that picture becomes, the more confident Google is in showing your website to the right people.
This is why a mix of evergreen content and regularly updated content matters. Evergreen pages build long-term authority, while fresh content shows your site is active, relevant, and worth paying attention to.
If your website only says the bare minimum, or never speaks directly to your ideal customer’s problems, it becomes very hard to compete in search results.
At that point, the question isn’t whether you need more content.
It’s whether your website is actually working as a tool for your business, or just sitting there taking up space.
So, What Content Should You Add to Keep Your Website Ranking?
Here’s the part people overthink. You don’t need complicated strategies., you just need to understand how your audience actually searches.
With AI changing how people use the internet, search behaviour is shifting. Users ask questions now, long-form, conversational queries just like they are talking to a friend.
Let’s look at an example, if you’re an allergy friendly cafe, your ideal client might search things like:
“What’s the best dairy free cafe in Tauranga?”
“What are the symptoms of dairy intolerance?”
“Best gluten free cafes near me.”
But, your audience isn’t only searching for you directly. They’re searching for the problems you solve.
This is where blogging becomes powerful. You can:
Answer real questions
Position yourself as the expert
Build trust before they ever meet you
Capture traffic your competitors ignore
People land on your blog for a problem, they stay for the connection, and they convert because you made them feel understood.
And this works across any industry:
Photographer? Blog about how to prep kids for a family shoot.
Builder? Explain the cost differences between materials.
Beauty therapist? Share “Best serum for eyelash growth.”
The topics feel obvious to you because you live in them. But they’re not obvious to the people you serve.
How Often Should You Refresh Your Website Content?
Here’s a simple rhythm that keeps your website healthy and ranking well:
Every 2 weeks:
Add new content.
A blog.
A case study.
An FAQ update.
Something fresh for Google to crawl.
Every 3 months:
Review key pages.
Homepage, services, portfolio, about.
Does it reflect who you are now?
Does the messaging still hit right?
Every 6–12 months:
Look at the whole site.
Structure.
Layout.
User experience.
Is it easy to navigate?
Does it match your brand?
Has your business evolved?
Most businesses grow fast. Your website should evolve with you, not sit frozen in time.
Why Website Updates Matter for SEO
Fresh content signals authority.
Updated information signals trust.
Fast load speeds and clean structure signal quality.
All of this helps you:
Rank higher
Show up for the right audience
Increase organic traffic
Build credibility
Improve conversion rates
Small updates compound into huge results over time.
