Your website is the start of a good relationship with your customers. Roughly 85% of consumers use the internet to discover and find local businesses! Additionally, 79% of entrepreneurs with a business website expect to grow at least 25% in the next three to five years. Your website acts as a one-stop shop for customers to find information about your business. So this investment is vital. Keeping your website up-to-date with good content not only keeps customers on your site longer but is more likely to keep them coming back.
What makes a good website? It all starts with your content. Design, layout, and usability are all critical factors that make the finished product, but none of these can be considered if you don't have any content to build around! Capturing your audience's attention with good content can be challenging, but we have all the information you need to get started!
The main bulk of your website content is referred to as Web Copy. Your Web Copy is what will guide visitors through your site, explain your brand, and tell people about your services. This should match the search intent of your potential customers. Your goal should be providing a solution to a problem. Before you begin writing, you'll need to learn about your audience and competitors and define your purpose. This will make the writing process easier! While you're writing, be sure to stay aware of any errors in your writing, your visuals, and what you can use to get your readers to act. You want to hook them from the first line to get them engaged and keep them interested the entire time. An easy way to do this is by using layman's terms. There's no need to confuse your reader with technical jargon! While it may make you sound professional and knowledgeable, it can be confusing for those who don't know the ins and outs of your industry or business.
It sounds simple, but this one is often easier said than done. Many writers will get to work hashing out content without understanding who they're writing for! Before you get started take some time to determine who your primary audience is, who your secondary audience is, and how your secondary audience can influence and inform your primary audience. Consider how your audience will find you, where you want them to find you, and what your goals are when you reach them. Users primarily use search engines when looking for a solution to their problems. So you want to be sure you are optimizing your content to be found. Think of what term your audience might type into Google and include these terms somewhere on your site (as long as it makes sense). Not every single piece of content will need to be optimized for search engines, but practicing it where you can will benefit your site overall.
Keeping consistent branding across your site helps your brand become easily recognizable and helps establish trust with your customers. Businesses that use consistent branding are often seen as reliable. Furthermore, constantly changing your branding could confuse customers or make them feel like they can't trust your business. Aside from customer relations, consistent branding can help you create a more clean, cohesive website. Visual appeal can be just as important as the words written on the page. Consistency is the difference between just being known and being recognizable. It's marketing on a higher level. Think about brands you frequent and how they use their branding to become a signature in your day-to-day.
Whether you are starting from scratch or simply keeping it fresh, your content should reel your customers in and keep them coming back. Overall, creating website content doesn't have to be difficult! You know your brand better than anyone — with these tips and tricks, hashing out the content should be a piece of cake.