If you run a company that uses a website in order to attract customers and clients and to spread news, then you will be using a smart method to get your business name out there and to make sales. Savvy businesses will have used a reputable website design company in order to build them a custom web design that meets their specifications and design requirements, but that nevertheless also ticks all the boxes for good web design and ensures that your site is one that Google will like and that will be successful.
You will likely have spent time discussing with the website design service precisely what it is you want and what they recommend, and you will also likely have invested quite a lot of money into the process. This will yield hopefully a custom web design that you can be proud of and that attracts the right customers to your site. But if you think that is the end of your work on your site then you are very much mistaken.
It can be the end of your role in all this, and if you want to just leave your website to it then you should find that it generates traffic on its own and that these visitors are often converted to customers. However what you will be missing out on is the ability to take this further and to increase several fold the number of people coming to visit your site and potentially buy your products and sign up for your services.
A website should be maintained and it should be dynamic – constantly changing and growing – and this will make Google more interested in ranking it (because it will seem `recent` and `up to date` rather than just static and dead) as well as making visitors more likely to want to come back in order to see the new content and to see what has changed in their absence – if it always looks the same then you just won`t be giving them anything to come back for.
So what can you do? The first thing to do is to keep adding content. Make lots of articles, or make a blog post and make sure that there`s something new to read there every day. At the same time you should build on the pages that are already ranking well in Google and add more up to date information/build in more keywords. This will mean your site continues to grow and if you can afford the time and the labor then this is the optimal way to keep the site moving.
At the same time try to keep the web design itself up to date and prevent it from growing old quickly. That means getting your website design company to look at your custom web design every few months in order to advise changes in the light of new browser or hardware developments, or in light of changes to how Google operates. This will help to ensure your site stays looking top of the range and swanky rather than old and deceased.