Website Content Updates for General Contracting
Website Content Updates defines how website pages are reviewed, updated, and published so the company’s online presence stays accurate and useful. It covers intake of change requests, copywriting, image selection, CMS implementation, QA, and basic performance monitoring. The process ensures that services, sectors, project examples, and team information reflect the current business and positioning. When followed, prospects and partners see a current, credible picture of the firm and can easily contact the right people.
Maintain website content inventory and page ownership
Step 1: Export or list current website pages
From the CMS or sitemap, create a list of important pages: home, services, markets/sectors, project portfolio, about, team, locations, contact, careers, and any key landing pages. Include URLs in the list so they are easy to reference.
Step 2: Group pages by type and function
Add a column to categorize each page (e.g., “Service,” “Sector,” “Project,” “Corporate Info,” “Lead Gen,” “Careers”). This helps you think about what type of expertise is needed to keep each page accurate.
Step 3: Assign a content owner for each page or group
For each page or small group of related pages, assign a named owner (e.g., marketing manager, Business Development lead for healthcare, HR for careers). This person is responsible for reviewing and approving content, even if marketing does the hands-on editing.
Step 4: Record review frequency and last review date
Add columns for “Review Frequency” (e.g., quarterly, twice per year, annually) and “Last Reviewed.” Populate last review dates for pages you recently touched; leave others blank to be filled after first review.
Step 5: Store the inventory in a shared location
Save the inventory in a shared folder (e.g., “Website – Content Inventory”) and share with marketing, Business Development, and relevant leaders. Make sure the file naming clearly indicates it is the active inventory.
Step 6: Update inventory when pages are added, removed, or restructured
Each time new pages are added or removed, or page URLs change, update the inventory so it stays accurate. Adjust ownership if roles change or certain people become overloaded.
Collect, log, and prioritize website update requests
Step 1: Set up a central request intake method
Create a simple intake form or shared email inbox for website requests. At minimum, capture requester name, date, URL, requested change, reason for change, and urgency. Share the link/address with staff and include it in onboarding materials.
Step 2: Log all requests in a tracking sheet or tool
For each request, create an entry in a “Website Updates Log” with columns for page URL, description, impact area (e.g., services, project, team), requester, and status. Use consistent status values such as “New,” “Under Review,” “Planned,” “In Progress,” and “Complete.”
Step 3: Clarify incomplete or unclear requests
When a request is vague (e.g., “make this page better”), follow up with the requester to understand the business goal, target audience, and what’s currently wrong. Add clarifying notes to the log so you don’t have to chase context later.
Step 4: Assess impact and urgency for each request
On a regular cadence (weekly or biweekly), review new entries and rate them on impact (e.g., critical accuracy issue vs. nice-to-have improvement) and urgency (e.g., tied to active pursuit, upcoming event, or compliance). Capture these ratings in the log.
Step 5: Prioritize requests into work queues
Based on impact and urgency, tag requests as “High,” “Medium,” or “Low” priority. Group high-priority fixes and improvements into the current sprint/weekly workload and schedule lower-priority items into future weeks or backlogs.
Step 6: Communicate status back to requesters
For each request, send a brief acknowledgement and, once triaged, a note with expected timing (“fixed this week,” “slated for next month,” or “backlog/parked”). Update status in the log as work progresses so anyone can see where their request stands.
Review existing page content and define update requirements
Step 1: Open the current page and content inventory entry
Load the live page in a browser and open its row in the content inventory. Check who the content owner is and when it was last reviewed. Note any previous comments or constraints recorded for that page.
Step 2: Identify accuracy issues and gaps
Read the page carefully and mark anything inaccurate or outdated (services you no longer offer, old project stats, staff who have left, old logos, etc.). Note missing content that would improve the page: newer projects, updated sectors, better calls-to-action, or clearer descriptions.
Step 3: Assess structure and readability
Look at how content is organized: headings, subheadings, paragraph length, and use of bullets. Consider whether a typical owner or architect could quickly understand what you do on this page. Note sections that are too dense, confusing, or redundant.
Step 4: Clarify the objective and target audience for the page
Confirm what this page is supposed to achieve (e.g., drive contact form submissions, educate owners about renovation capabilities, support recruits) and who will read it. If this isn’t clear, talk to the content owner or Business Development lead and add a short objective note to the inventory.
Step 5: Write a concise update brief
Create a short brief summarizing what needs to change: goals, audience, sections to rewrite, information to add/remove, and any design constraints (e.g., must keep a contact form above the fold). Attach or link this brief to the relevant row in the update log.
Step 6: Confirm brief with content owner if needed
For more significant changes, share the brief with the page owner or relevant leader to confirm direction before you start writing. Adjust if they have additional needs or corrections.
Draft and edit updated website copy
Step 1: Review positioning and key messages relevant to the page
Before writing, pull the approved positioning and key messages from your marketing strategy. Identify which messages are most relevant to this page’s audience (e.g., safety, schedule reliability, occupied renovation expertise). Keep these nearby as you draft.
Step 2: Outline the page in logical sections
Based on the brief, sketch an outline of sections and headings (e.g., Overview, Services We Provide, Typical Projects, How We Work, Case Examples, Call to Action). Make sure the outline flows logically for someone scanning the page for answers.
Step 3: Write first-draft copy focused on the visitor
Draft copy in plain language, focusing on what the visitor cares about: problems you solve, types of projects you deliver, and how you manage risk, schedule, and coordination. Use headings, short paragraphs, and bullet points to keep things scannable.
Step 4: Incorporate proof points and specifics
Where possible, add concrete details: project types and sizes, notable clients, safety stats, repeat work percentages, or brief case callouts. Avoid generic claims without examples; owners and architects see those from every GC.
Step 5: Edit for clarity, length, and tone
Read through the draft and trim repetition, jargon, and overly long sentences. Ensure tone is professional but approachable. Check that calls-to-action are clear (e.g., “Contact our healthcare team” with a link). Prepare the copy in a format that maps cleanly to the CMS fields (sections, headings, body).
Source and prepare images and media for the page
Step 1: Identify what visual elements the page needs
From the outline and draft copy, list what visuals would help: hero image for the top, project photos, team shots, diagrams, or icons. Think about what a prospective client would want to see to believe your claims.
Step 2: Select candidate images from the brand library
Browse the approved project photo library and brand assets for images that match the sector, project type, and quality level described on the page. Favor photos that show recognizable building types, clean sites, and finished spaces in use.
Step 3: Confirm image permissions and appropriateness
Ensure selected images are cleared for marketing use (no client restrictions, no sensitive tenants, no visible safety violations). If there is any doubt, check with the project manager or marketing lead before using.
Step 4: Resize and optimize images for web
Use basic image tools to crop, resize, and compress images to appropriate dimensions and file sizes for the CMS (e.g., hero images vs. thumbnails). Maintain aspect ratios to avoid stretched or distorted visuals.
Step 5: Write alt text and captions where needed
Create concise, descriptive alt text for accessibility and SEO (e.g., “Completed XYZ Medical Office lobby with reception desk and seating”). Add captions only where they add value and don’t clutter the layout.
Step 6: Organize files for upload and reference
Save prepared images in a structured folder with clear names including project and page context. Note which image goes where in the page copy or implementation notes so there’s no confusion during CMS entry.
Implement content changes in the CMS or via web vendor
Step 1: Log into CMS and locate the correct page
Sign into the content management system and navigate to the page that needs updating. Confirm you are editing the correct version (e.g., not editing a template or duplicating a page unintentionally).
Step 2: Enter or update headings, body copy, and CTAs
Using your drafted copy, update headings, body text, bullet lists, and calls-to-action in the appropriate fields or content blocks. Pay attention to formatting (e.g., heading levels, paragraph breaks) to keep the layout readable.
Step 3: Upload and place prepared images and media
Upload the optimized images to the media library and insert them into the correct locations on the page. Check alignment, cropping, and how the page looks as you add each image. Remove or hide outdated images that no longer fit the content.
Step 4: Update internal links and cross-navigation
Add or adjust internal links to related service pages, project case studies, or contact forms as appropriate. Ensure that existing links still point to valid pages and that there are no obvious dead ends in the user journey.
Step 5: Edit basic SEO fields (title, meta description, slugs)
Update the page title and meta description in the CMS, using natural language that includes relevant keywords without stuffing. Confirm the URL slug still makes sense for the page content; change it only if necessary and plan a redirect if you do.
Step 6: Save changes as draft or in a staging environment
Do not publish immediately unless this is a minor fix. Save the updated page as a draft or in staging, depending on your setup, so you can run QA and get approvals before the changes go live.
QA and test website changes before publishing
Step 1: Review page layout on desktop
Open the draft or staged page on a desktop browser and scroll from top to bottom. Check spacing, alignment, heading hierarchy, readability, and how images display. Look for odd breaks, repeated sections, or formatting that looks off.
Step 2: Review page layout on mobile
View the same page on a phone or using your browser’s mobile preview. Confirm that text is readable without pinching, buttons are tappable, and images scale properly. Pay special attention to forms and menus on mobile.
Step 3: Test links, buttons, and forms
Click all internal and external links to ensure they go to the correct destinations. Test any buttons and forms associated with the page (e.g., contact forms, “request info” links) to confirm submissions work and go to the right inbox or CRM.
Step 4: Check content for accuracy and typos
Read through the updated copy once more on the page itself, not just in your draft document. Look for spelling errors, punctuation issues, incorrect names, or outdated references that slipped through earlier edits.
Step 5: Confirm SEO fields and structured elements
Double-check that the page title, meta description, and any structured elements (e.g., breadcrumbs, schema fields) look correct and aren’t duplicating other pages unnecessarily. Adjust if you see obvious issues.
Step 6: Record any issues and correct in the CMS
Note any problems found during QA and fix them in the CMS. Refresh and re-check the page after each round of edits to confirm the issues are resolved before you mark the page ready for approval or publishing.
Route updated pages for review and approval
Step 1: Identify required reviewers for the page
From the content inventory and brand policy, determine who needs to review this change: page content owner (e.g., sector lead), marketing/brand owner, and any required leadership approvals for sensitive content (e.g., major client names).
Step 2: Send draft link and summary of changes
Email reviewers with a link to the draft/staged page and a short summary of what changed and why. Include any specific questions you have for them, such as “Is this project list accurate?” or “Does this language correctly describe your team’s capabilities?”
Step 3: Set a clear review deadline
Give reviewers a specific timeframe to respond (e.g., 3–5 business days), noting any external deadlines tied to the update (upcoming pursuits, events). Ask them to respond by email with comments or approvals.
Step 4: Collect and consolidate feedback
As comments come in, consolidate them into a single list. Resolve conflicting feedback by following established priorities (e.g., factual accuracy from a PM vs. tone from marketing). If needed, schedule a quick call to resolve disagreements.
Step 5: Update the page and note approvals
Incorporate approved feedback into the page draft, then update the “Website Updates Log” with who approved the content and on what date. Keep email approvals or notes in a central folder in case there are questions later.
Step 6: Mark the page as “Approved for Publish”
Once all required reviewers have signed off and changes are applied, change the status of the request in your log to “Approved for Publish.” The page is now cleared for go-live in the next publish window.
Publish website updates and verify live behavior
Step 1: Schedule publish timing appropriately
Choose a publish time that minimizes impact if unexpected issues arise (often outside peak business hours, unless timing is driven by an event or announcement). Confirm that any stakeholders expecting the update know roughly when it will go live.
Step 2: Publish changes in the CMS or via vendor
Use the CMS publishing tools to push the updated page(s) live, or send a clear “OK to publish” notice to your web vendor if they handle deployment. Make sure all related assets (images, scripts) are included in the release.
Step 3: Check the live page on multiple devices
Immediately after publishing, load the live page in a browser window (desktop and mobile) and confirm content, layout, and images match the approved draft. Hard-refresh or clear cache if needed to avoid seeing an older version.
Step 4: Test critical user paths from the live page
Verify that key paths still work: navigation from the homepage, internal links from other pages to this one, and any forms or contact links. Confirm that submissions and notifications are functioning as expected.
Step 5: Update change log and notify requester
Change the status in the Website Updates Log to “Complete” and note the publish date. Send a quick note to the original requester and any key stakeholders letting them know the update is live, with a link for their reference.
Step 6: Capture a screenshot or record of the new page
For significant updates, capture a screenshot or PDF of the updated page and save it in a “Website – Change History” folder. This gives you a quick visual record to refer to in future planning or if questions arise.
Archive outdated content and manage redirects
Step 1: Identify pages and content to retire
During updates or periodic reviews, note pages that are obsolete (e.g., old news, outdated service lines, legacy campaigns). Confirm with content owners that they should be archived or removed rather than updated.
Step 2: Decide on replacement targets for redirects
For any page that gets traffic and will be removed or moved, choose an appropriate destination page for a redirect (e.g., a newer service page, sector overview, or relevant contact page). Avoid redirecting everything to the homepage unless there’s no better option.
Step 3: Set up redirects in CMS or server config
Using the CMS’s redirect tools or your hosting configuration, create 301 redirects from old URLs to the chosen new destinations. Document each redirect in a simple “Redirect Log” with old URL, new URL, and date implemented.
Step 4: Remove or archive content in the CMS
Unpublish or archive outdated pages in the CMS so they are no longer visible in navigation or search. If content could be useful later (e.g., case studies), keep internal copies in your file system even if they’re off the live site.
Step 5: Test redirects and check for errors
After setting up redirects, test the old URLs in a browser to confirm they go to the correct new pages. Periodically run a 404 report or broken link scan to catch any missed URLs.
Step 6: Update internal links and menus
Search for internal links pointing to retired pages and update them to the new destinations. Adjust navigation menus if items were removed so the site structure remains logical and clean.
Monitor key page performance and capture future improvements
Step 1: Identify priority pages and metrics to monitor
Pick a small set of key pages to watch (e.g., home, services, key sectors, project portfolio, contact). For each, decide which metrics matter most: page views, time on page, bounce rate, click-through to contact, or form submissions.
Step 2: Set up basic analytics views or dashboards
In your analytics tool, create saved reports or dashboards that show the chosen metrics by page over time. Include annotations for major updates or redesigns so changes in metrics can be interpreted correctly.
Step 3: Review performance on a regular cadence
On a monthly or quarterly basis, review how key pages are performing. Look for trends: pages getting more or less traffic, improving or worsening engagement, or changes in conversion behavior.
Step 4: Note issues and hypotheses for improvement
For underperforming pages, jot down potential reasons (e.g., unclear headlines, weak proof, not enough call-to-action) and possible fixes. Capture these as ideas in a “Website Improvements Backlog” for future planning.
Step 5: Feed insights into future update cycles
When building future website update plans or broader marketing plans, reference your performance findings and backlog. Prioritize improvements that are likely to move meaningful metrics, instead of choosing updates based solely on internal opinions.
👈 Use this SOP template inside Subtrak
Edit with AI. Customize in seconds. Store and share all your SOPs and checklists in one place.