Recently, a client phoned me to tell me that I had increased his website hit rate by 25%. You might imagine I applied a complex formula to his content – SEO + Adwords = Megahits. But I didn’t. Good website content is simply about communicating your message in a way that makes customers want to buy from you.
How Do I Do This?
Invite them in: Put a welcome message on your homepage which explains what your company does and what your goals are. Embed links to your other pages into your message, which will entice them to explore further. Ideally, there will be very little else on your homepage, so your potential customer’s eye will immediately be drawn to your message.
Tell Them Who You Are. It’s amazing how few business websites name the owners. You are your business. In your About Us page, give customers a brief introduction to you and your business. You want to communicate with your customers, so make sure your contact details are displayed clearly throughout your website.
Tell Them What You Can Do. In your services section, give a brief outline of each of your services (or products for a retail website) and be very specific about what each one does. This is your chance to tell your customers what you can do for them. If you have a slightly bigger website, you may choose to devote a couple of pages to giving tips on how to use your services more effectively. This builds trust among customers.
Putting It All Together
Layout and Language. Reading online is more stressful on the eyes. Make it easier for your customers by breaking your content up into snappy headings, short paragraphs and bullet points. Use short words and sentences – aim to write as you would talk.
You and We. Create a dialogue with your customers. Even if it’s just you in the business, refer to your company using ‘we,’ ‘our’ and ‘us.’ Address your customers as ‘you.’ This makes your customers feel you are talking to them.
SEO. The big one. Making your content SEO-friendly will help you rise above the crowd. The best way to ensure that your content is picked up by search engines is through Google Analytics. This shows you what words people are using to search for your site. You will see patterns emerging and you can weave those keywords into your content.
Website Content on a Budget: Even if you have only have funds for a one-page website, you can still create dynamic website content. Get to the heart of the matter with a killer homepage message that tells your customers everything they need to know.
Web content and web design go hand in hand. That’s why I’ve teamed up with web designer Samantha Clooney of The Virtual Office to offer web design and content as a complete package. A lot of thought goes into the look of a website. Our service will ensure that your words work just as well as your images. You’ll find information about our offer on http://bit.ly/bevPPf. Samantha’s own website is http://www.virtualoffices.ie