When was the last time you picked up a current newspaper and read about an “upcoming” event that happened some time ago? Have you ever ordered something from a parts book or catalog only to find out later there was a misprint and the product number was incorrect?
Announcements, sales, and events that are dated should be removed from the website as soon as the event is over. Inaccurate information, whether it is a part number, a quote, or a misrepresentation of your products will quickly destroy your credibility on the web. Those persons who pay attention to grammar, punctuation, and spelling may leave your site simply because there were language errors on the site.
If you are not comfortable with your writing skills don’t hesitate to engage someone with those skills to write your website ad copy. If there are no professional advertising writers in your area or you cannot afford to hire them, check with your local schools to see if there is a faculty member or student who is known for their writing skills. Whatever you do, don’t publish your website with poorly written content.
A website that is up-to-date, accurate, and carefully proofread will create a professional and favorable impression of your company, just as the first impression of a physical store may determine whether a shopper ever returns. If you have a site that frequently publishes dated content you may want to look into having a web developer create an events page or calendar that will automatically publish and expire content on the dates you specify. This involves using technologies such as javascript or asp, which is something we will talk about in another chapter.