What Website Content Can Do For Your Business

There are few businesses these days that don’t have a website. Consumers expect it. Potential customers will continue to move if they cannot find a link to a website when searching the Internet.

There are over 1.8 billion websites online, although this number changes every second. Less than 200 million are active, which is still a considerable number to compete with. If your business has one, how will people find you? Besides, what will make them stay?

Website content triggers search engine rankings, which in turn increase traffic to your website. However, getting visitors through your business’s online front door is only the first step. Content is the critical factor for success on multiple fronts. Here are three ways good website content can be good for your business.

The content of the website allows you to find yourself

When someone types a query into a search engine, the engine’s algorithms reach out and find the relevant content. The more relevant the content and the more the engine finds, the higher a website will appear in search results. Simple, right?

When you launched your business website, you may have spent a considerable amount of time incorporating keywords, title tags, and meta descriptions in an effort to get search engines to discover your whole business. new online presence. The challenge is to continue this work long after the initial launch.

The more organic your content is to a query, the higher your website will rank. Maybe you did everything right when you launched, but if you don’t keep your website content up to date, you’ll quickly fall out of favor with search engines.

In their quest to produce the most relevant results for searchers, search engines are constantly changing their algorithms. In 2020, Google conducted more than 600,000 algorithm experiments, which resulted in more than 4,500 changes to its search function.

Website content produced for SEO is not just a one-size-fits-all proposition. There are too many moving parts, from how people query a topic to the algorithms search engines are running at any given time. Your website content should always be fresh, responsive to current events and queries, and in tune with the algorithms of the day.

Website content makes you relevant to customers

Once a visitor finds your website online, the next step is to lead them through that online front door. You can do this by engaging potential customers with website content that makes your brand matter to them.

Visitors to your website will have goals when they arrive. They can explore products or services to solve their problems. Or maybe they’ve been saving up to buy something they don’t need but have wanted for a long time. Your content must meet all the objectives they have if you want to convert a prospect into a customer.

Note that I said your brand should meet the goals of the client, not the goals of your business plan. Of course, it’s impossible to align your brand with everyone’s goals every time, so focus on the target audience your content will be relevant to.

Leave your brand story on the “about us” page. The balance of your content (web pages, blog posts, videos, photos) should tell the story of people like them who came in with goals and left with goals met or exceeded.

Most of the time, customers don’t question your brand. They question their own goals. If your website content is relevant to these goals, your brand will rank well in search results. And that will drive customers through the door.

Website Content Drives Sales

Attracting potential customers to your website is key to getting a bigger slice of the market pie. However, neglecting to use website content to retain existing customers for your brand is a missed opportunity.

Studies have shown that acquiring a new customer costs five times more than retaining an existing customer. It makes sense to use website content to nurture current customers by staying relevant to them long after their first purchase.

Website content can establish your brand’s credibility with customers who prefer to do business with someone they trust. You can build trust by using blog posts that confront customer concerns with how-to solutions and videos that make your website a resource, not just a payment lane.

Content reinforces the messages customers hear from your company’s sales teams, social media, and paid advertising. Consistent messaging builds credibility and trust, and these will keep existing customers coming back for more.

This same website content will also form the basis of brand credibility with potential customers. Their initial goal may be based on achieving a single goal. If they’re thrilled with your brand, they’ll come back to your website content to see what other problems your offerings can solve for them.

A carefully planned and well-executed website content strategy does not happen by chance. It requires constant attention and agile pivoting as search queries and algorithms change. Do it right and you will see your business rise to the top.

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