Keep your website content fresh
Your website makes promises about your company. It quotes a price, lists the features you ship, shows a screenshot of the product, and names the customers you serve. Every one of those claims was true the day it was written.
- Take stock of your pages and find the ones that have drifted
- Re-research what's actually true now
- Rewrite the page in your brand voice
- Publish the update and confirm it's live and correct
- Keep the pages fresh on a schedule
Then your product changed, your pricing moved, a competitor shifted, and the page stayed exactly where it was. A visitor reads the old promise, a search engine indexes it, and an AI assistant repeats it in an answer.
Keeping content fresh means checking your pages against what's actually true today and fixing the ones that have fallen behind. A page goes stale quietly, and nobody is assigned to reread the whole site every month looking for the one line that's now wrong. So the work gets skipped until a customer or a colleague catches something embarrassing.
This is work an AI agent is well suited to do. It's recurring, detail-heavy, and spread across pages nobody looks at anymore. An agent can hold a current picture of what your company sells, compare each page against it, do the research to confirm what changed, write the correction in your voice, publish it, and repeat the whole loop on a schedule you set.
Kite is an AI marketing agent you work with in Slack. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Because it already keeps a researched, up-to-date picture of your company, it's in a good position to spot where your website has drifted away from the truth and to put it right. Here's how it works.
How Kite keeps your website content fresh
Kite starts from two things it already has: knowledge of your pages and knowledge of your business. On a site it hosts or one you import from GitHub, it manages the code, so it knows every page you publish. In your team's shared wiki, it keeps a researched record of your positioning, products, pricing, customers, and competitors, and it updates that record as your marketing changes.
Keeping content fresh is the loop between those two things. Kite compares what a page says against what's currently true, flags the pages that no longer match, and confirms the gap with fresh research. It rewrites each outdated page in your brand voice, publishes the change on your Kite-hosted site or through your connected content system, and checks that the update went live and displays correctly. Then it does the whole thing again on a schedule, so freshness becomes a standing routine instead of an occasional fire drill.
Take stock of your pages and find the ones that have drifted
Before Kite can fix a stale page, it has to find it. Kite reviews your pages and compares the claims on each one against what it knows to be true now. A pricing page that still shows last quarter's number, a features list missing the capability you shipped in the spring, a homepage that describes the product you sold a year ago, an "as seen in" logo strip that's out of date: these are the gaps Kite is looking for.
Several signals help Kite decide a page has fallen behind. Its wiki records the current facts about your company, so a page that contradicts them stands out. It can pull archived versions of your site to see how a page's wording, pricing, or design has changed over time. And it watches your site analytics, search rankings, and visibility in AI answers every hour, so a page that used to perform and no longer does becomes a candidate worth rereading.
Kite doesn't treat every page equally. It uses traffic and search performance to prioritize, so the pages a buyer is most likely to land on get looked at first, and it explains why each page made the list. You get a plain account of which pages are out of date, what's wrong with each one, and how much it matters.
Re-research what's actually true now
Finding a suspect page isn't the same as knowing the correct replacement. Before rewriting, Kite re-researches the topic so the new copy rests on current facts rather than a stale assumption.
For a claim about your own company, Kite checks the current source. It reads your live product pages, your pricing, and the material in its wiki, and it can compare an archived version of a page to see exactly what changed. For a claim about your market, it researches the public web with citations, reads the specific competitor or reference pages that matter, and looks at whether a rival has moved its own positioning or pricing. Throughout, Kite cites its sources, states how confident it is, and separates a sourced fact from an inference, so you can see the evidence behind each proposed change.
This step is where a genuine correction gets separated from a false alarm. A number that looks wrong might simply be a figure Kite hasn't verified yet. Re-researching first means the rewrite fixes a real problem and doesn't introduce a new one.
Rewrite the page in your brand voice
Once Kite knows what's actually true, it updates the page. It rewrites the outdated pricing, features, and claims using the current facts, and it draws on your positioning, customer research, brand voice, and earlier content so the new copy sounds like the rest of your site rather than a patch.
Kite keeps the edit proportionate to the problem. A page that only needs a corrected price gets a small, careful change. A homepage that no longer describes your product may need a fuller rewrite of the sections that have drifted. When a page is meant to earn search or AI-answer traffic, Kite writes the update with that in mind, keeping the answer clear and the structured data accurate.
Outdated visuals get flagged too. When a screenshot or image no longer matches the current product, Kite calls it out, and it can replace the image with one you supply or one it creates. It won't silently leave a year-old screenshot sitting under fresh copy.
Publish the update and confirm it's live and correct
A correction only helps once it's live. How Kite publishes depends on where your site runs.
On a website Kite builds and hosts, it publishes the change directly and returns the live URL. You can review the update in a preview first, and after it publishes, Kite checks that the page displays correctly and can undo an applied change if something looks wrong. If your site runs on a content system like Webflow, WordPress, Contentful, Sanity, or Storyblok, Kite makes the same update through your connected account.
By default, Kite asks for approval before it publishes a webpage. It shares the proposed change in Slack, you reply in the thread to approve it, and Kite ships it. If you'd rather Kite handle routine corrections on its own, you can raise its autonomy so the smaller fixes just get made and reported. Either way, each published change stays connected to the reason Kite made it, so you can see what was corrected and why.
Keep the pages fresh on a schedule
The reason content goes stale is that nobody rechecks it. Kite fixes that by making freshness a recurring job rather than a one-time cleanup.
You can ask Kite to sweep your site on a schedule in your team's timezone, for example a monthly pass over your highest-traffic pages or a quarterly review of the whole site. Kite can also start a check when something changes, either because you tell it in Slack that you've shipped a new feature or moved your pricing, or because another system calls a webhook. And because Kite already watches your analytics, search rankings, and AI visibility every hour, it can surface a page that's slipping without waiting for the next scheduled sweep. You can list, adjust, pause, or remove these recurring checks as your needs change.
What you get
An inventory of pages that have drifted
The out-of-date pages on your site, what's wrong with each one, how Kite knows, and how much each one matters based on traffic and search performance.
The current facts behind each fix
The re-researched pricing, features, and claims Kite used, with sources cited and its confidence noted, so you can check the evidence before anything changes.
The updated pages themselves
Corrections published to your Kite-hosted site, or the same updates made through your connected content system, with outdated visuals flagged and replaced.
A record of what changed and why
Each published change stays tied to the reason Kite made it, so you have a history of how a page got back in step with reality.
A recurring freshness routine
A schedule and set of triggers that keep the loop running, so your content stays current instead of drifting again.
How to get started
Add Kite to Slack, then tell it what you want to keep current in plain language. You might say, "Check whether our pricing page still matches what we actually charge," or "Go through our top pages and flag anything that's out of date."
Kite uses what it already knows about your business to review the pages you mean, compare them against current facts, and bring back a short list of what looks stale and why. You approve the corrections you want in the Slack thread, and Kite publishes them.
If Kite hosts your website, it can make and publish these changes without any other account connected. If your site runs elsewhere, connect the content system you use when you're ready for Kite to publish through it. To keep the work going, agree on a schedule and where the results should land, and Kite will run the freshness loop on its own from then on.
Integrations used to keep your website content fresh
Where Kite publishes a correction depends on where your website lives. On a site Kite hosts, no connection is needed. For a site that runs on a separate content system, Kite makes the update through your connected account.
Publish to a website Kite builds and hosts
Publish through your content system
Update the copy, metadata, and structured data on outdated Webflow pages.
Correct pages and posts on a WordPress site you host.
Update posts on a WordPress.com site.
Refresh outdated entries through Contentful.
Update the content managed in your Sanity project.
Publish content corrections through Storyblok.
Common questions
How does Kite know a page has gone stale?
Kite compares what a page claims against what it knows to be true now. Its wiki keeps a researched, up-to-date record of your pricing, products, and positioning, so a page that contradicts that record stands out. It can also compare an archived version of a page against the live one to see what changed, and it watches your analytics, search rankings, and AI visibility for pages that used to perform and no longer do. When a page looks suspect, Kite re-researches the topic to confirm the gap before proposing a fix.
Can Kite update outdated content and publish the changes itself, or does it only tell me what to fix?
Kite can do both. On a site it hosts, it edits and publishes the page directly and confirms it displays correctly. On a site that runs on a connected content system, it makes the same update through your account. By default it asks for approval in Slack before publishing, and you reply in the thread to send the change live. If you'd prefer, you can raise its autonomy so routine corrections get made and reported without a separate approval each time.
What happens to outdated screenshots and images?
When a screenshot or image no longer matches your current product, Kite flags it alongside the outdated copy. It can replace the image with one you provide or one it creates, so a refreshed page doesn't keep showing a picture of an older version of your product. Kite won't leave a stale visual in place under corrected text.
Does my website have to be hosted on Kite?
No. Kite can keep content fresh on a website it builds and hosts, on a site you import from a GitHub repository, or on a site that runs on a supported content system such as Webflow, WordPress, Contentful, Sanity, or Storyblok. On a hosted or imported site, Kite works with the code directly. On a connected content system, it reads and updates your content through your account.
How often should Kite check for stale content?
Run a first pass to establish which pages are already out of date, then set a recurring schedule that fits how fast your product and market move. Monthly works well for high-traffic pages like your homepage and pricing, while a full-site review each quarter catches the slower drift on pages nobody visits often. You can also have Kite start a check the moment something changes, such as a feature launch or a pricing update, so the pages that describe it get corrected right away.