I am spending my summer, as I often do, preparing for fall. I teach at a local university (in addition to my work here with {code} Roadies), and this year I have two classes dealing with the creation of digital content for the internet. As I have reviewed textbooks, I’ve come across an interesting contradiction: most authors that write books about the subject of digital content readily admit that their texts are out of date long before they actually make it to print.

Why do they keep writing them? Why do we keep using them? I suppose it’s because they offer a solid – if outdated – way to teach the history and fundamentals of the subject. However, my classes this fall will also feature a lot of supplemental online reading and video viewing from more current sources.

The point of this post isn’t to pick on the inadequacies of textbooks, but rather to illustrate the unrelenting march of technology on the web. The content you place on your website doesn’t really fare much better than that offered by the poor textbook authors toiling away on their old Smith Corona typewriters, chain smoking cigarettes with their Wite-out stained fingers (see, even my imagination is outdated when it comes to the process of writing textbooks). Minutes, days, weeks – months if you’re really lucky – and your content is out of date and in need of a refresher.

Just like that neighbor who keeps tinkering on his 1972 Barracuda but doesn’t take it out of his garage, a website can never really be finished. It is a living, breathing organism that either keeps growing and changing or it dies – search engines ignore it, users bypass it and sooner or later technology simply buries it (R.I.P. Flash – thanks for crashing our computers for all those years).

So give up on the idea that your website is done. Websites, by their very nature, cannot be finished. That’s why a good CMS like WordPress is so important. Just as I am teaching my students how to continually update the web with fresh, engaging content, you, too, need to make a commitment to keeping your online properties (from websites to social media pages) as current as possible. WordPress simply makes it easier to do.

Time to embrace change as a way of life on the web. It makes your life less stressful and your business more attractive to your customers.