Is Content Still King?
Website marketing is an ever-changing world. One day you read that you need to concentrate on gaining external links to your website, next you need to start blogging and podcasting –
what does it all mean and where do you start?
Before you start delving into the latest online marketing trends, really think about what you are actually
offering on your website and to whom and take a look at your existing web content.
Content is Key
The success of your website depends a lot on the content you actually put on it. Think about what your
visitors want first, and the search engines second. If your visitors like your website, they find it easy
to navigate, they like your content and stay on the site to have a good look around, chances are, the search
engines will like this too.
So what do you need to put on your website that will make visitors stay and convert those visitors to sales and enquiries?
Firstly, think about which websites you like and why. Think of a few different websites you like visiting: an ecommerce website, an information site, a business to business website.
What is it about them that makes you go back to them, buy from them, sign up to their newsletter etc? It could be a number of things including the following:
- Style of writing
- In-depth information which demonstrates their expertise
- Fresh up to date content, added on a regular basis
- Recent articles and freebies (e.g free reports to download, free tools & calculators)
- Case studies & testimonials
- Specialist products or great range of products
- Ease of navigation
- Easy shopping process and returns
- Good customer service
- Trust – they demonstrate they are a trusty company to deal with
The list is endless, but there should be many things you can apply to your own website.
Your website should at least include recent company information, articles or case studies, the benefits of
buying from you rather than from your competitors, an about us page, free information and some company
news or industry news. The key thing is to keep the content fresh and informative.
Getting some or all of these things right will help the success of your website and your bottom line.
Not only will visitors come back to your website time and time again, other benefits include gaining
brownie points in the search engines for having fresh content and an up-to-date website; gaining links
naturally as a great website attracts links – other sites will actually want to link to it and saves you
having to go out and actively gain links; more content means more pages that can be optimised and therefore
more search engine rankings. You raise the profile of your business and could even become an expert in your
field.
Remember, your website is often the first experience people have of your business, so make an impression and make sure it's not the last!
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