A website is made up of three essential components: URL/Hosting, graphics/design, and written content. Many website creators are preoccupied with aesthetics and have a keen eye for design, but not nearly as much concern and dedication is invested in the content.
Design is important, it sets the tone and highlights the professionalism of your brand. But in my opinion content should be your number one priority, or at least get an equal amount of attention.
Written content reigns, sometimes it can be overwhelming to develop effective content. Here are some ways in which content makes the biggest difference.
Attract the Search Engines
The most impressive design on your website will not convince Google that you are better than your competition if you don’t actually offer content that is informative. Above all else, search engines are driven by written content. When they crawl your page, they scan your text, searching it for quality, probing for links and relevant articles.
Search engines crave information that is pertinent to search terms, which is why keywords are the hallmark of your content. Having a lot of content with relevant information is critical in achieving the free ranking that is necessary to drive most traffic to your website.
Tell Your Story
There is no need to become over-involved in SEO jargon and lingo. What matters more than anything is that your content is written in a way that your guests, clients, and prospects find useful and helpful.
When you’re writing the About Us page, do just do that. What is your business about? Offer your goals – past, present, and future. Insert images to divide large segments of text. Provide information in your content that will help answer questions your visitors might have.
Keep in mind, your real target is an actual human being and not a search engine. Providing information that is both relevant and helpful will prevent your visitors from leaving your website too soon. It can be challenging to write for the search engines and for human consumption.
Get to the Point
Writing great content requires that you have a good understanding of the needs and wants of your target audience. If you are a restaurant owner, then you probably want to provide your business hours, a downloadable menu, images of menu items and food, as well as photos of your restaurant’s interior.
A page about your catering service or accommodating large reservations is tremendously beneficial. On the other hand, it would not make sense to have staff directories with bios on every employee; that would make more sense for a financial institution or a university.
Mix It up a Little
Content does not always have to be words on a page. Depending on what service or product you offer, consider other formats, such as a videos, a podcast for download, or a fascinating infographic.
Kevin Toney is “The Marketing Coach”. Kevin coaches small business owners and sales professionals on how to find and attract new customers, increase repeat business and generate a steady flow of referrals. Call 1-800-796-4960 for a FREE 30 minute over the phone Coaching Session. www.MarketingCoaching.ca