What content should you put on the home page? Do you really need an About Us page and if so what style is best for content included there? What additional pages do you need and what content belongs on each one? What type of content is appropriate for the online ordering page? How often should you update the content on various pages? How important is it to alter content to fit with changing seasons or special holidays? Can the right content really attract consumers and convince them to buy and if so how do I learn how to create that kind of content? Do I need a college degree to write great content?
If you are pulling out your hair over determining how your website content creation will attract customers, take a few deep breaths and place your hands in your lap. Focus on the basics and with a little practice, you’ll be generating content that will draw the right audience to your site, turning what seems like a mountain into the proverbial molehill.
Basics Regarding Website Content
The main hub for inbound marketing traffic is your website so making sure you have a well-researched plan to determine the proper tone, type of material and frequency of content updates for each page is critical. You may have the most creative content on the web but if visitors don’t find what they are looking for quickly, they will click off your site and onto one belonging to your competitor.
It’s also crucial to understand the current factors search engines rely upon when ranking sites. If your website shows up on page 20 of inquiry results, the best content in the world won’t matter; in fact, you might as well be invisible.
Keywords vs. Content–What Gets Your Site Noticed?
Since the 2011 Panda shakeup, search engines no longer rank sites primarily through Keywords and Links. Instead, the focus has shifted to better quality content and maximizing the users experience when ranking sites. Since then it has become clear that creating unique, attention grabbing content that is sharable should be where you spend your effort and not on SEO analyses searching out the best keywords and the optimal number of mentions.
Search engine rankings are now all about making sure query results send consumers to the optimal place to meet their needs. This translates into generating content that tells them what they want to know in an engaging manner that ultimately establishes a sense of rapport. It’s no longer enough for content to inform or educate. Your content should build a relationships between you/your company/your brand and consumers.
Consumers want to feel understood which can be accomplished through the manner in which you use your content to communicate with them. In today’s world of increasing isolation, people want to establish connections and if you can create a sense of connectedness between you and them through the messages you impart, you’ve won half the battle.
Fundamentals of Effective Website Content
The need most consumers have to feel connected to a company or brand underscores the most basic reality underlying effective website content; the importance of knowing who makes up your target population. You must be able to define your target audience accurately including key characteristics inherent within this population. You can then use these qualities to inform your content so target consumers who read it feel as if you know them. This will establish the foundation of rapport.
To strengthen the relationship, however, requires making consumers feel respected by meeting their expectations of finding value and quality in your website content. If convinced the content provided them with something important to which they can relate, even if they don’t buy then, studies show they're likely to share what they’ve learned with others. They're also more likely to remember your site and brand, which researchers have demonstrated significantly increases the likelihood they'll return to your site as customers.