If you’ve been paying attention to me for any length of time you’ve probably figured it out by now… To get found in the search engines you need good website content. To win over clients once they make it to your site, you need good content. To close the deal, you need… Content!
But not all web content is created equal. Some of it’s great. Some ain’t worth the pixels it’s printed on.
If your clients could tell you about the content that’s on your site now — and what they wish was there — they might say… this.
“Your content doesn’t answer my questions.”
When you’re creating website content for your site — or having it created (ahem) — keep the needs of your clients and customers at the top of your mind.
Typically, the people reading your site are seeking answers to questions. (And I promise… Those questions have nothing to do with how smart you are, how great your business is, or how quickly they should give you their money.)
Make sure that you have web content that addresses their needs and educates them about solving their biggest problems.
“I don’t understand your website content.”
You’re an expert in your field. You live and breathe your “thing” day after day, and that’s cool. The world needs more experts.
But this deep familiarity can wind up making your web content useless. When you write blog posts, for example, make sure they’re written for your audience, not for you. For instance, if you’re trying to write for novices who have little familiarity with your products or services, stay away from jargon-filled web content and dedicate more time to detailing the basics.
“I left because I can’t read your web content on my phone.”
Many readers are leaving desktops and laptops behind in favor of phones and tablets. Personally, I get about 1 in 10 visitors coming to me on a mobile device. Check the analytics for your site — your own mobile percentage may be as high as 25%.
That means to keep the attention and loyalty of these readers, your website content needs to be mobile-friendly.
Now before you think I’m getting back to designing websites like I did in the old days, hang on… I’m talking about more than just responsive design. I mean your content itself needs to be well-suited for the mobile environment.
To write for phones, consider using FAQs, checklists, bullet-point lists and other web content that is quick and easy to read on a small screen.
“You don’t have enough content on your site.”
A blog that hasn’t been updated in months makes your site look like a ghost town. If you won’t be posting updates frequently, it may be better to substitute an articles section or alter your blog posts so they don’t show “published” dates.
Plus if your website content is thin or weak, your visitors won’t have enough time to begin to form a connection to you and your brand. Depending on the kind of product or service you offer, a prospect may make several return visits before they decide to buy from you.
Informative, engaging web content keeps them coming back throughout the buying process.
“Your content tells me you just don’t understand.”
Finally, no matter what sort of content you’re using on your site, always put yourself in your customer’s shoes while you’re writing it.
Thinking about what your readers need — and then trying to give it to them — will allow you to create the web content that transforms casual surfers into loyal repeat buyers.