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Problem Solved: How Do I Keep My Website Interesting, and Keep Visitors Coming Back?

by Claire Coyne  |  
February 2, 2010

There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's problem and expert solution.

Problem: How Do I Keep My Website Interesting, and Keep Visitors Coming Back?

We've created a cool website. The bell and whistles are working well—not too little, not too much. We're getting lots of visits from lots of cool folks. But now that we're up and running so well, we're panicked about keeping content fresh! How do I keep it interesting, and keep them interested so they keep coming back?

Expert: Bob Knorpp, President, Cool Beans Group

Bob Knorpp, President, Cool Beans Group—a consultancy specializing in advertising, direct marketing, email marketing, sales, and social networking.


The essential rule about writing a company's website content is this: It's not about the past, it's about the future. So says Bob Knorpp, and he describes the creation of the Cool Beans Group site as an example.

"I needed instant credibility for this fledgling marketing consultancy. I needed to establish that I knew what I was talking about. I needed to somehow distinguish the name, without having completed any projects," he recalls.

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Claire Coyne is a writer and editor for MarketingProfs. Reach her via

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  • by Ben Tue Feb 2, 2010 via web

    "I could have easily filled my website with descriptions and photos of my past projects. But I hated that option"

    Am I missing something here? I checked out the site ( and all I found was a static site created entirely in flash with no blog, rather, a couple of descriptions of past projects.

    Where is this 'living site that focuses on the user's needs'?

  • by Sarah Mitchell Tue Feb 2, 2010 via web

    This is one of the smartest articles I've read about developing website content. I'm always surprised when clients complain to me about having a time-intensive website to maintain. I've experienced the exact same thing described by Bob Knorpp, putting the time in to make my website interesting also makes me better at my overall job.

    Thanks for the great tips. I'm going to start investigating the use of podcasts and video clips on my own website.

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