In Nature the old and the infirm rarely survive.
It's a fact of life – David Attenborough has made a good living documenting it.
The elephants' graveyard is the last resting place for tired, half-dead and once useful giants. But when it comes to websites, what's the equivalent?
If you've got an old, stale website, especially one of those static things that were so popular (and easy to create) once upon a while on the web, chances are it's inching toward that jungle resting place.
At the same pace as a soon-to-be-defunct pachyderm.
And that's bad news. Because it means your elephant, sorry your business, is getting left behind. You see, if your web content isn't fresh, or regularly updated, then it'll be ignored by the search engines. Yes, those little software spiders that are crawling over billions of different pages every week will turn away.
Nowadays they only want to see change.
And good, rich change at that. Which means no new traffic for your tired pages. And if someone should chance upon your site by accident...well, they've probably seen it all before. They certainly won't want to see it again.
But there's no need to be despondent. There's a solution to your problem, and it's easy to apply.
Just like giving your front door a new coat of paint.
Or cleaning your windows.
Replacing the sign above the door.
Or buying a new suit.
It's called content writing.
Or more specifically, tailoring the words on your website to the way the search engine spiders want to see them.
Relevant, fresh, current and persuasive.
Selling your image rather than suppressing it.
And it means you can forget about the design, at least for now. If you've got a website you can update easily, you should concentrate on your copy.
Make your site visible.
And make it sell.
Write as if to to one person, even though you may be targeting thousands.