There are several ways to ensure people keep visiting your website.  These include:

1. Regularly updating content;
2. Make content useful;
3. Engage with visitors.

The latter is perhaps the most useful. This allows a visitor to interact with the website in some way. This may be as simple as leaving a comment or a proper forum system, allowing visitors to edit and add their own content, using avitars and being able to create accounts. There is no rule to which one to use, however, it often becomes apparent quickly which one fits your website. There are hidden issues though such as content moderation.