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Maintaining the Site

Maintenance is the fuel that keeps a site alive. Your announcement plan may get visitors to your site, but will they come back? What about regularly? In one study, Forrester Research Inc. interviewed 8,600 web-using households to find out why people return to websites [7.5]. High-quality content led the poll, closely followed by ease of use, quick download time, and frequent updating. Consider that only regular updating keeps high-quality content fresh and new. This makes maintenance responsible for both the first and the fourth top reason why a visitor returns to a website.

Maintenance is really just the regular introduction of new content. Why make such a fuss and spend so much time developing guidelines and plans? The alarming fact is that a significant percentage of sites launched grow stale through lack of good, planned upkeep. Winging it rarely works. In fact, many sites slated for redesign stagnated in “No-Plan Land” before the decision to redesign was finally acted on. Keep your redesigned site healthy and growing with iterative relaunches that smoothly introduce improvements and changes that respond to user needs.


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