Updating a website template is a common way for businesses to enhance the visual appeal and functionality of their official site. However, many companies find that after switching templates, their column pages lack content, have outdated information, and feel insubstantial, making the site look "empty." This problem essentially stems from content planning not keeping pace with template updates. Below, we explore this issue from three levels: column setup, content filling, and daily maintenance, to help you avoid empty content.
1. Streamline and Plan Columns Before the Update
Many business websites have too many columns that are rarely updated, leading to more columns and emptier content after a template change. It's advisable to review existing columns before switching templates: identify which are truly needed, which can be merged, and which can be removed. Typically, a business website should have 5-7 main columns, such as "Home, About Us, Products/Services, Case Studies, News, Contact Us." Sub-columns should not exceed two levels, or users may get lost and content may become fragmented.
When planning, consider the purpose of each column: What questions does it answer for users? What information needs to be provided? Clarify these points upfront to avoid discovering later that you don't know what to put in them.
2. Don't Leave Content "Empty for Now"
Some teams launch the updated template first and plan to fill in content later, but this often leads to delays. It's recommended to prepare basic content for each column during the template development phase. For example, "About Us" should at least include a company profile, core business, and contact information; "Products/Services" should have descriptions and images for each category. If a column temporarily lacks sufficient content, consider hiding it or merging it with a related column rather than leaving it empty.
Avoid using vague, generic language in content. Write from the user's perspective. For instance, "Service Process" can include a simple flowchart with text explanations; if you have few case studies, start with a few representative ones and add more later. Quality matters more than quantity—a detailed article is more engaging than ten hollow summaries.
3. Establish a Continuous Content Update Mechanism
After updating the template, empty content often results from a lack of a maintenance plan. It's advisable to assign someone responsible for content updates and set a simple update schedule: at least one news article every two weeks, and quarterly checks on product/service information for accuracy. If internal resources are limited, consider outsourcing content management or using a CMS system to enable cross-department collaboration.
Additionally, ensure that template-built-in feature blocks (e.g., recommended products, latest updates) have default content configured. Avoid leaving them blank or showing "No data available," as this clearly exposes content gaps. Set them to automatically pull the latest published content to keep them informative.
4. Review Columns from the User's Perspective
After updating the template, walk through the site as if you were a new customer: Can you quickly learn about the company, find products, and get contact information through the columns? If any step lacks information, that's a sign of empty content. Common issues include: "About Us" only having a company profile without credentials, team, or history; "Services" lacking a process or pricing reference; "Contact Us" missing a map or online inquiry form.
Create a column checklist to verify that each column has sufficient content. For example, each column should have at least one descriptive paragraph, one image, and a call-to-action (CTA) like "Inquire Now."
5. Avoid Common Pitfalls
- Pitfall 1: Assuming template demo content can be used directly. Demo content is usually placeholder and cannot replace real business information—it must be fully replaced.
- Pitfall 2: Using broad column names that the content can't support. For example, a "Corporate Culture" column with only one sentence is better merged into "About Us."
- Pitfall 3: Neglecting mobile content display after the update. Some columns may look fine on desktop but show only titles without content on mobile—check each one.
Conclusion
Updating your website template is a great opportunity to optimize your official site, but empty column content can render the redesign meaningless. It's recommended to consider content planning during the design phase and maintain it after launch to truly realize the brand value of your business website. If you have further questions about column content planning, consult a professional website development team for specific advice.
