Keeping your customers up to date – a checklist

It’s easy to get distracted by the day-to-day running of your business, and not notice that your digital content is out of date. Make sure you regularly review your customer communications.


3 min read

It's worth setting-up a recurring reminder (e.g. every three months) and block out an hour or so at the time to run through this checklist, so you can quickly review and update your customer communications to reflect any changes in your business.

This will make a difference when it comes to minimising customer complaints, and avoiding confusion about opening hours, deliveries or pricing. It could also help to raise awareness of any new products or services you are offering.

Standard information that may need updated

Check if any of the following have changed since you last updated your content:

1. Customer service and support content

  • Best channels to contact you on and likely response times
  • Your opening hours
  • Typical delivery times and costs
  • Minimum order values
  • Refund and returns processes

2. Products and services

  • Any new or amended products or services
  • Any unavailable products or service

3. Legal requirements or regulations

  • Stay up to date on changes to regulations that impact other areas of your business that might need communicated to customers
  • Remember that any changes may vary geographically (e.g. if you serve both Scotland and England), so your customer communications may need to reflect that

Channels and content to check

Your standard information may be scattered in content across your various digital channels. So, after running through the list above, take a moment to check if any of the following need to be updated:

1. Website homepage copy

  • Ensure your overview copy applies to your existing service provision
  • Flag any major service changes

2. Website terms and conditions and policy pages

  • Ensure T&Cs are up to date with any changes
  • Update privacy policy if needed (e.g. if you are using any new platforms, or anything relating to customer data has changed)

3. Website and eCommerce product pages and third-party platforms such as Etsy, eBay, Udemy, Gumtree, etc

  • Details and prices of all products
  • Product range
  • Product descriptions
  • Stock levels
  • Delivery details

4. Email footers

  • Update contact details, opening hours and any other information in staff email footers

5. Auto-responses - check content of:

  • Holding emails
  • Messenger auto-response
  • Voicemail messages

6. Social platforms

  • Check your pages about info and bios contain the latest information on your service
  • Check content and links in any pinned posts post are still relevant
  • Include any new services

8. Google Business Profile - update your listing as needed for:

  • Opening hours
  • Key business description

9. SEO meta descriptions and page titles

  • Ensure these represent your current service offering

If you run SEO or PPC campaigns and your business has been through significant change, find out how to update your SEO & PPC.

Want to speak with your nearest Business Gateway team?

Your local Business Gateway can offer you free 1:1 advice and online support to help you with anything to do with your business or if you are just thinking about starting up then we can support you with that too.

Fill in the form below and we will get back to you to help.

1. Tell us a bit about your business or idea (such as, sector, stage…) 2. What are your main reasons for contacting us today? 3. Is there anything else we need to know before we contact you?

Enter your postcode

How we use your data

We will use the information you provide to respond to your request, and to provide business advice and support services to you. For more information please view our privacy notice.

You might also be interested in

Claim it or leave it – could Google My Business boost your marketing?

Often overlooked in marketing, Google My Business is a straightforward, easy and free tool that helps small businesses raise their local profile in Google’s search results.

7 tips to getting your tone right in communications during a community crisis

During a crisis impacting your community, the words that you use and the tone that you take are incredibly important to your ongoing customer relationships.

Five top tips for retaining customers

Winning new customers is hard work which means retaining them is critical. Here’s five tips to help you put customer retention at the heart of your business.