Why your website needs great content

in Content Marketing

We’ve all heard the Internet referred to as the information superhighway. The information comes from content on various web properties and sources such as websites, blogs, reviews, comments, forums, social media sites, documents, etc. People primarily look for information on the Internet – therefore you need to provide the right informational content to attract people to your website and get them to do something once they’re there.

But you may be thinking, “all I want to do is sell some products or services online – how does content affect me?” That’s the key point – you need great content so that people can find the stuff you want to sell and once found, get information to make an informed and confident decision to buy it. There are probably many other businesses offering the same or similar stuff as your business online – great content is how you get people to find and buy yours rather than theirs.

There are many requirements for producing great website content – the following are 5 that I consider the most important qualities, listed in no particular order:

  1. Contextual – the content must be in the language and context of your customers and prospective buyers. The message must be about what it means to them and how they will benefit. It’s not about your product/service/solution – it’s about how your buyers can solve a problem, overcome a challenge, embrace an opportunity, fulfill a need, etc.
  2. Readable – there are specific techniques for writing web content – see the How to write great content for your website article for details. The content needs to be relevant and appropriate to deliver the right quantity and quality of information so that the website visitor isn’t left hanging looking for more, or overwhelmed with screeds of details.
  3. Findable – having great content is worthless if nobody finds it. Do some research to determine what keywords people are using on search engines to find what you offer. The Google Keyword Tool is a good resource for doing this. Include these keywords and key phrases in your content and meta tags so that search engines can find and link to the relevant page on your website.
  4. Expeditious – website visitors are impatient – they have limited attention spans and want to get the information quickly. Make the content scanable, so they can tell whether it’s what they’re looking for after a quick scan of the page. Then facilitate quick and easy reading with succinct content. And get to the point you want to get across sooner rather than later.
  5. Actionable – once someone has read a particular piece of content on your website, what do you want them to do? The information should lead them to making a decision or taking the action you want. Every unit of content should have a take-away (what you want them to remember) and a call-to-action (what you want them to do).

How to use this information to benefit your business

  • Website content is your contribution to the information superhighway. Does the information superhighway sufficiently recognize your website content and send travelers your way?
  • Do a review of your website – score a good representative sample of your pages on the 5 key qualities listed above. Where and how can you improve your content to boost results for your website?
  • Remember that search engines index web pages individually – you need great content on every page.
  • If you sell products on your website, each product should have relevant and complete informational content – not just product name and ordering options.
  • You’ve heard the expression “content is king” – it’s true, every aspect of your website performance is directly related to the quality of the content. Make your business website content king of your competitive heap.

Copyright © 2009 Ingistics LLC and Marketance™ www.marketance.com

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