What we did:
Wrote fresh copy to fit updated website design three or four times within seven or eight years (begging forgiveness for not tracking to a tee). Interviewed customers on a regular basis to capture shifts in the marketplace, create fresh testimonials and blog posts.
What they wanted:
SEO results. A site their customers continued to compliment. An updated website that was as beautiful, easy to navigate and compelling as the last one.
Enhanced SEO results by putting up blog posts on a regular basis. Continued compliments from customers (a big worry around each iteration being as good as or better than the last). Content that led site visitors to contact company in a way that fit internal protocol.