Hello {{First name | there}},
Every week, I tell business owners they should be publishing something new on their website. Almost every time, they ask the same question:
“Every week? Isn’t that too much?”
No — it’s the bare minimum.
Here’s the truth: if you don’t have anything interesting to say about your business this week, why should Google think your business is interesting enough to show in search results?
Search engines (and now AI tools like ChatGPT) don’t reward silence. They reward signals — activity, updates, and relevance.
When your website sits untouched for months, Google assumes your business might be closed. Your customers assume the same thing.
Catch up on past series
If you’re new here, or want to revisit past topics, here’s what we’ve already covered:
Now we’re continuing Build a Website That Works - this week is about keeping your site alive and visible through consistent, story-driven content.
Real-world story
When I review websites that haven’t been updated in years, I usually hear something like: “We haven’t really changed much, so there’s nothing new to post.”
That’s not true.
Every business has stories to tell — they just don’t see them as stories.
Here’s how I explain it: your business isn’t the hero of the story. Your customer is.
Most businesses make the mistake of thinking they’re the hero, charging into battle, slaying dragons, and saving the day. But your audience doesn’t want to read about your quest — they want to read about theirs.
You’re the friendly wizard, the wise shopkeeper, the guide that helps the hero win.
When you start writing with your customer as the hero, you’ll never run out of things to say.
Why it matters
Fresh content fuels discovery: Every new post gives Google another reason to show your site.
Stories build connection: People remember stories, not statistics.
Data builds insight: Each post is a data point that helps refine what works — and what doesn’t.
Weekly posts = 52 chances a year to earn trust, traffic, and visibility.
Common mistakes I see
Believing there’s “nothing new” to talk about.
Writing about the business instead of the customer.
Treating the website as “done” after launch.
A static website is like a storefront with the lights off. It might exist, but no one’s walking in.
This week’s action (Checklist)
Start with your FAQ list — the questions your sales and customer service teams answer every day.
Write one short post that answers one question.
Publish it on your website this week.
Share a shorter version on social media to bring people to your site.
You’ve just created both a blog post and a social post — that’s one more signal to Google and your audience that your business is alive.
How it fits into the bigger picture
In Build a 3-Month Content Queue, we built the system to make this easy.
In Analytics Made Simple, we explained how to measure what matters.
In Local SEO That Works, we showed why consistent updates improve local visibility.
The OptSus Website Bundle includes all of this — modern website, weekly content updates, and daily social posts.
Now you’re connecting the dots: website content drives SEO, social engagement, and customer trust — all at once.
At OptSus, we publish something new on every client website every week. Then we turn that content into daily social posts that provide 365 data points each year. That data tells us which topics attract attention and which drive conversions.
That’s not a “secret sauce.” You can DIY this same system. The difference is that our clients are too busy running their businesses to do it all themselves — and that’s true for most small businesses.
Key takeaway
If your website is quiet, Google has nothing to find, and your customers have no reason to visit. Publish weekly, post daily, and make your customer the hero. That’s how you stay visible — and how you keep improving.
Want more support while you’re doing this?
Join the free SEO Social Club — a monthly meetup to see what’s working in SEO right now.
Explore Marketing ROI Essentials if you’re ready for deeper strategy.
Or join the premium OptSus Marketing Community for ongoing feedback and advice.
Talk soon,
Frank
P.S.
What’s one customer story you could turn into a short post this week? Hit reply and tell me — I’ll help you shape it into something Google (and your audience) will love.
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