All the News That’s Current

Among the worst things a dive store can do is have a website that never changes. If customers get the idea they’ve seen all there is to see on your site, the odds of them returning are slim.

A good way to convey that your site us constantly updated is to have a News section on your home page. Ideally, this will reflect your store’s most recent e-mail newsletter, by providing a short paragraph describing new equipment items, recently added classes trips and activities, and accomplishments by staff and customers. If it takes more than a single paragraph to describe these items, the site includes links to pages where customers can learn more.

Our sample site shows one way to do this. Note that each item is dated, so that visitors can see how recently it was added. (This further reminds the webmaster when to remove items that are more than a few weeks or months old.)

Also note that the “breadcrumb trail” at the top of the page lists the last date the site was updated, and provides a quick link so visitors can jump to the News section. See example.

You Have Them Hooked — Now Don’t Let Them Get Away »

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