So many business owners focus on the aesthetic look of their website with photos, drop down menus and various buttons and fail to place sufficient emphasis on the written content of their site. Perhaps it is because they don’t consider themselves to be a good writer. Having great content is important to the overall success of the site.
Here are a few reasons why the written content of your site is so important:
People might like to look at pictures, but Google understands keywords and text more than photos on your site. This will become even more important as we move towards AI-assisted search models that search through content to determine things like context, relevance, and authority.
If you want to capture part of Google's two billion daily searches, then you need to incorporate written content for web crawlers to read. There simply isn't any other method for getting those buyers to come to your page.
A Unique Sales Message
A competitor can easily copy your website layout and even duplicate parts of the functionality of your website. Unless they actually steal the code from your pages, it's would be difficult for you to prove they've done it, much less get your marketing advantage back.
With good written content, you have something that's more difficult to copy or steal. If a competitor steals something that you have written that is unique to your business, it will be easy to tell. If they try to change it to fit their business model, the effect probably won't be as good and won’t fit well on their site.
Increased Web Conversions
The written content on your website really has two important jobs. The first one is to help attract the right potential buyers to your website (through search engine optimization, and also social media marketing). The second one is to help you turn those visitors into leads and eventually, customers.
While someone coming to your website for the first time might be impressed with your beautiful layout and photos, ultimately it's going to be your written content that needs to convince them to take further action such as clicking on an “action button” such as “get a quote today”. If your content isn't up to the snuff, they are going to take their time, their attention, and ultimately, their money elsewhere.
More Reader and Buyer Engagement
In today's digital world, you don't want your web content to be a one-way street for communication. Instead, you want potential customers to check out your ideas, respond to them, and even share them with their own friends and colleagues. They aren’t going to do that unless you have great content to share.
More engagement means more interest and better brand awareness even if they don’t make a purchase or become a client today. That's one more reason for you to have great content on your website, blogs, and social media profiles.
Generating great web content isn't an easy task. It takes a lot of time and effort, or the services of a professional marketing company such as Drive Profit. The advantages outweigh the costs, especially considering that your web content will stay online for months or years to come, and should be seen by thousands and thousands of visitors.
Posted on Jul 20 2017
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