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Frequency of content updates

Since the web is perceived as a dynamic medium, customers expect new information to be 

posted to a site straightaway. If material is inaccurate or ‘stale’ then the customer may not 

return to the site.

As information on a web page becomes outdated and will need to be updated, it is impor-

tant to have a mechanism defining what triggers this update process. Trigger procedures 

should be developed such that when price changes, PR release or product specifications are 

updated in promotional leaflets or catalogues, these changes are also reflected on the website. 

Without procedures of this type, it is easy for there to be mismatches between online and 

offline content.

As part of defining a website update process and standards, a company may want to issue 

guidelines which suggest how often content is updated. This may specify that content is 

updated as follows:

● 

within two days of a factual error being identified;

● 

a new ‘news’ item is added at least once a month;

● 

when product information has been static for two months.