If you're a regular reader of my column you may recall that last October I wrote an article about the importance of keeping your website content 'fresh'. In it I mentioned that your website should be updated regularly and I provided reasons for retaining return traffic and the importance of a 'dynamic website'.

You might also recall that I spoke about a particular client of ours - Bicycling Australia - a company that sells magazines and has a bike show in Sydney & Melbourne each year. They are a relatively small company with around 10 employees and the reason I mention them again is because they have become extremely focused on their website. Over the past 12 months they have evaluated the comparable success and cost of marketing campaigns on TV, radio, in print and their website. They put a survey in their magazine for some market analysis and unbelievably, the results proved that their website had was their Number 1 marketing tool. In disbelief they decided to then quiz regular viewers of their website with another survey - this time online, at the website itself. They didn't offer any prizes for survey participants as they wanted 'real' results and what they discovered was astounding!

Part of the reason for the website success was that content throughout the website is updated each month. We had integrated a Content Management System so they could update content throughout the website quickly and easily and since the upgrade of their website 12 months ago the growth of their website viewers had tripled.

Amongst other new 'automated' features such as online magazine subscriptions and ticket sales, we also included a dynamic classifieds system so that viewers could list items for sale, items wanted, businesses for sale and employment opportunities to name a few. Amazingly, survey results (and a bit of internal research) has shown that the online classifieds system has grown so much that it is now the most used classifieds system of bikes and bike parts in Australia - with more entries than eBay! Not only that, they also discovered that viewers would be prepared to pay for additional services such as providing more detailed information and uploading photo's of items to commercial businesses also wanting to list wholesale stock. As such our client has asked that we upgrade the website (to the 3rd version) with more sophisticated and automated features including integration of the website with their internal database and real-time credit clearing.

The website has proven to be a cheaper and more effective marketing tool, more magazine subscriptions and ticket sales are being taken online and, more importantly, the website will not only the website be paying for itself but it will be generating an additional income stream!   

So, what's changed at your website in the last 8 months? If you answered 'not much' - don't despair - the good news it's never too late to give your website that well deserved facelift so that it works harder the promotion of your business.