Attracting customers to your website is equal parts visuals, user interface, social sharing capabilities and finally (but not least of all) content. Compared to everything else on that list, writing content for websites is probably the most effective and inexpensive to create and control because of just how widespread it really is.
Think about it: what is the first thing users interact with on a website? Content! They read articles, watch videos, browse through infographics and images on the website and then decide whether or not the business is worth trying or sharing with others.
Writing content, most of all, is very important for any website regardless of what it is trying to sell. Even websites that are image heavy like Pinterest still rely on some form of written content and every business nowadays has a blog. So, what's with all of that written stuff? It just simply works to attract new customers.
Beyond The About Page
Most website owners and business professionals alike think the only "major" content needed on a website is the About Page. Everything else can be summed up in a few sentences, and maybe there will be a blog that is normally hidden from users unless they really look for it. Does that sound like an effective content marketing strategy? Writing content for websites means a fully comprehensive plan to get people to that website and a simple About Page isn't going to cut it!
Ideally, a great website with awesome written content marketing should include:
A business blog that is easily found somewhere on the menu, footer, or front page--kudos if you do all three!
Live updates of all of your social media efforts, or at least the most popular two. Let people know you're on Facebook and Twitter, it's a good thing.
Informative, original articles that provide something free to the user. Yes, that's right, you want to give away things like ebooks, reports, white papers, and other types of content to entice the user into becoming a customer.
Content has evolved from simply telling the user what they can find on the website, it is now a full suite of marketing tools to find leads and make sales.
Creating Website Content
Next, creating that actual content can be a bit tricky if you're a busy professional already juggling a dozen other responsibilities. Luckily for you, there are agencies and services out there that provide a full smorgasbord of written content. Writing content for websites normally has a step-by-step process of brainstorming, keyword research, revisions, and then publishing that final product. A writing service can do all of that for you, though.
From a inbound marketing agency to freelance job boards, you have endless opportunities to find the perfect writer (and voice) for your website content! All it takes is a little searching on your end to find your match.
Unique & Specialized Content
When it comes to the actual content the name of the game is being unique. Have your own voice, your own opinions, and your own way of conveying information to users that sets you apart from the competition. Sound like a hassle? It's a lot easier than it sounds when you have some outside help!
Written content needs to actually provide a use to the reader while also not falling to "black hat" SEO methods to gain more exposure. That sort of foul play will give you the boot from Google search and you won't be seeing any sales.
Once all of that has been achieved, people will have a new impression on your brand and business. Writing content for websites builds credibility, reputation, exposure; it's a easy to create and implement marketing campaign--it's pretty much everything you need!
How much content can you identify on your website? Do you think you need a content marketing strategy?