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 keep moving forward if they can’t find a link to a website while searching the Internet.

There is more than 1.8 billion websites online, although this number change every second. Less than 200 million people 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 ranking which increases traffic to your website. Getting visitors through the online front door of your business, however, is only the first step. Content is the critical factor for success on many fronts. Here are three ways that well-done website content can benefit your business.

Website content makes you find

When someone types a query into a search engine, the engine’s algorithms reach 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 thing. 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 first launched, but if you don’t keep your website content up to date, you will quickly fall out of favor with search engines.

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

Website content produced for SEO is not just a one-off proposition. There are too many moving parts, from the way people query a topic to the algorithms that 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 get 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 saved up to buy something they don’t need but have wanted for a long time. Your content must meet their goals if you want to convert a prospect into a customer.

Note that I said your brand should meet customer goals, not your business plan goals. 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 rest of your content (webpages, blog posts, videos, photos) should tell the story of people like them who came in with goals and came away having met or surpassed them.

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

Website content drives sales

Attracting potential customers to your website is essential for gaining greater market share. However, neglecting to use website content to make existing customers true to your brand is a missed opportunity.

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

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

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

This same website content will also form the basis of the brand’s credibility with potential customers. Their initial goal may be based on achieving a single goal. If they’re excited about your brand, they’ll return to your website content to see what other issues your offers can solve for them.

A carefully planned and well executed website content strategy doesn’t just happen. It requires constant attention and agile pivoting as queries and search algorithms change. Do it right and you will see your business rise to the top.

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About George H. McWhorter

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