In today’s society, information can become old very rapidly. Within a matter of days, a “hot” topic is no longer of interest. In this type of environment, it can be difficult to operate a small business social media strategy. An often overlooked component of this strategy is regularly refreshing or even re-launching your business website.

Giving your business website a facelift or even re-launching a new design can be time consuming, but can help your business avoid having a loss of interest or decrease in exploration of your business website. As you contemplate this website re-vamp process, what should you consider?

Create areas which will contain frequently updated information. Whether your business has a blog or not, it’s important to post regular, and often weekly, updates to your website. This information will be a key driver in creating repeat traffic to your website; therefore, it’s important to ensure it is prominently displayed on your landing page, or at least easily reached from it. Keep in mind, many website visits spent only seconds or perhaps a few minutes on your website and if updates and important information aren’t easy to find, they’ll be overlooked.

Make connecting with your business on social media prominent. Tie your website into your overall small business social media plan by creating links to your social media accounts on the landing page of your website. You may also wish to consider adding information such as a listing of recent tweets or showing your Facebook likes. The more prominent you make your social media information on the page the more likely it will be noticed and seen as an important part of how consumers can connect with your business.

Consider optimizing the site for mobile usage. There’s nothing more frustrating to a consumer than trying to find some information on a business via his/her mobile device only to find out that it does not properly display. It can be a bit of a waste to spend a lot of time updating and/or re-launching a website only to have a portion of the population experience difficulty in accessing it. Therefore, it’s wise to optimize the site for access via traditional and mobile media.

Consider the usage patterns of your users when developing the layout. It’s always wise to start the planning process for a website by considering how your users will use the site and what information they’re going to want to access most frequently. Often this information can be gleaned from usage on your current website as well as trends on your social media platforms.

Ultimately, time spent on your website is an important part of your small business social media strategy. With some time and patience, it will often pay dividends.

Chris Marentis is the founder and CEO of internet marketing company, Surefire Social. His organization serves businesses across North America.