Use Dynamic Content to Attract Web Visitors.

• Position: Bank web sites - Brief Article

They define dynamic content as content that changes regularly. Dynamic content is the opposite of static content, which never changes. "Why does dynamic content matter so much?" asks Sadler, whose company is an Atlanta-based Internet provider for banks. "Without it, visitors have no reason to return to a bank's site." Almand, who hosts a regular column for Media 3. adds: "You can design the greatest site in the world, but once your visitor has seen it, he's seen it Why should he come back?"

The way to attract repeat visits to a bank web-site is though "dynamic content," say Don Sadler, director of editorial content fur Media 3 Publications and Mark Almand, Web consultant.

The pair cite the CNN website, cnn.com, as an example of a dynamic content The CNN site registers an enormous number of repeat visits. Why? Because it changes its content very frequently. People realize that and return repeatedly, says Sadler.

Obviously, a bank website is not a pure news resource like cnn.com. But the point remains: The key to getting people to come back to your site is to building the expectation that every lime they return, they will be rewarded with something new and...