There’s a Rugrats lunchbox in the window of my nearest village post office.

If you haven’t heard of Rugrats, it’s a US cartoon about toddlers (Rugrats) which was popular about eight or ten years ago. I know this, because my now 15-year-old daughter used to watch it when she was a tot. In fact, there was even a Rugrats movie a few years back.

While they probably still languish on a TV channel somewhere, the popularity of the Rugrats is not what it was.

So why is there still a Rugrats lunchbox in the Post Office window? The fact that the erstwhile colourful picture on the front has been sun-bleached to white shows it’s been there for sometime – probably about eight to ten years. The chances of it being bought now are very slim indeed. There are other more popular cartoon characters around now and even the design of lunchboxes has moved on.

So, what about your shop? By which I mean your website.

Have you got nice fresh products in your shop window (Home page), which are bang-up-to-date and ready to attract the eyes of your shoppers? Or is your copy the same that was written when you first had a website, all those years ago.

Just as it’s vital for shops to change their display, so it’s vital for you to change the content of your website. If you don’t change the content then:

• the search engines won’t look for your site as often
• you’ll lose out in the search engine rankings
• when you do get site visitors they will see that all you have are the same dusty old lunch boxes and nothing new on offer.

Look at the copy on your website: how long has it been there? Is it still current? If it’s old and dusty, give it a re-write.

Don’t let your website languish with an old Rugrats lunchbox on display – go for a shiny new Ben 10, swap him after a few days for a Pepper Pig and – when Toy Story 3 finally hits the big screen – how about a nice new Buzz and Woody one.