What is website administration?

Website administration is important, since keeping your website up-to-date is vital not just for your customers, but for search engine purposes too.

Tasks include:

  • Adding new content and updating existing pages
  • Designing banner carousels
  • Creating promotions
  • Managing product information
  • Optimising images
  • Maintaining website configuration and parameters
  • Improving sales conversions and customer engagement.

We know that these are often seen as a chore, left as after thought or parked on the back burner while businesses work on what they see as higher priorities.

This is where Nightingale can lend a hand, by regularly checking, updating and maintaining your website to make sure your business stays visible to search engines and in the forefront of customer’s minds. This will then encourage them to visit your website more often.

Nightingale can teach allocated staff how to use your content management system (CMS) effectively, and carry out all essential daily tasks to keep on top of running a great website that continues to reach its intended audience and generate leads.


Keeping your website updated with fresh, new content is crucial for your search engine rankings. Many businesses fail to update their website regularly enough, which means their rankings suffer, and the amount of free, organic traffic they could be receiving starts to dwindle. This then has a negative effect on brand awareness and conversion rates.

Google will index your site based on a combination factors such as the number on incoming links, keyword frequency and how often it is updated. Keep in mind that quality is key here and if you update your site with reliable, valuable information, you have a better chance of Google ranking your site higher with each update.

Search engines regard websites with the most recent content as the most relevant to web users. Your content might be amazing but if it’s the same as it was 5 years ago then search engine crawlers might not think it is as relevant anymore.

Writing new content also gives you the opportunity to revisit your keyword targeting, and the overall conversion rate of your website. How and what people search for has changed dramatically over recent years, especially with so many now using smartphones to browse the web.

Nightingale can ensure your website’s content is maintained and refreshed frequently, so that it does not become stale and out-of-date. Search engines reward businesses that are updated frequently, and will see your website as a great place for the latest, most useful advice in your sector.

If you don’t update your website for 3 years or more, then search engines will see it as being neglected, and no longer worthy of a good ranking. Making changes to your site’s content is a quick and easy way of boosting your search engine position.

However, be aware that frequently updating your content doesn’t guarantee a higher ranking in search engine results. Freshness is just one of many ranking signals and any updates you do provide should add value for the user.

Social media engagement

Editing and updating your website’s current content, as well as adding new pages, means that you can keep your customers engaged via social media. Your audience will appreciate any content you deliver, and help you establish your business as a reputable brand that can be trusted.

Being active on social media is a must nowadays if you are to keep your customers interested in what you have to offer. One way of making sure you have something to shout out about is to look at your content strategy at least once a week, so you can plan what to post across your social media channels.

Frequent updates provide a new and regular stream of content for social posts. Social media enables content amplification and helps to drive traffic back to your site, which in turn benefits your SEO.

PR and link building

New and updated content is also vital for getting more brand mentions across social media and other websites.

This will help your business become more of an authority website in the eyes of search engines, who will see your business being talked about and rank your site more highly in search results.

Website usability

Tools such as HotJar and Google Analytics can tell you a lot about how your visitors are using your website. This is a great opportunity to make it more user-friendly, and a more effective experience for people.

Look at how visitors are browsing your site – is there any particular place where they are dropping off? If you can find out where they are leaving your site, you can revise your content and its layout to give your users a better experience.


A blog is one of the most effective ways you can improve a website’s on-site SEO. This is because:

  1. It’s a fantastic opportunity to add a stream of fresh, keyword-rich content to your website, and;
  2. Blog articles can be much longer and more in-depth than standard static web pages.

This doesn’t just apply to blog posts. It also works with a latest news section, portfolio, case studies, upcoming events, etc. Either way, it’s a great way to keep your website new and fresh.

Use a blog to grow your website’s content over time. Each new article should be optimised for a different keyword. These posts will then all work together to help you rank for a wide range of key phrases. Eventually, you’ll end up with a much wider variety of website content compared to writing everything as a one-off and never looking at it again.

As a business owner, you’ll know how easy it is to put off adding new posts as other things always seem to come first.

To stay on top of this task, write down a list of possible topics as soon as you think of them and try to put some time in your diary when you will work on it. This should make sure the posts are actually created.

Blog posts will also help you become more of an authority. The more you write on a topic, the more credibility you gain in your field. Once you become an industry authority, other sites will be more inclined to share and link to your blog posts. Backlinks are a ranking signal as Google views highly linked-to pages as more authoritative than ones with minimal backlinks.

Calls to action

Improving the content on your website shouldn’t just be limited to the copy on each page. Calls-to-action are often overlooked, but these have an important impact on your conversions, whether it’s selling products or services, getting email sign ups, or something else.

Conversion rates can be improved significantly by making tweaks to your call-to-action buttons over time. These should be monitored and reviewed on a regular basis so you can change the copy, design and layout of your calls-to-action to convert more visitors and improve your overall conversion rate.

So whether it’s Joomla, Drupal, WordPress, a customised CMS or something else, contact us today at: hello@nightingalemarketing.co.uk to find out how we can help you to easily manage your website.