Seriously. If I go to a retail store and get ignored by the employees or by customer service - I just walk out and go to a competitor. If I take this effort with brick-and-mortar stores imagine how fast I'll click away from an unhelpful website and go to one that gives me what I need? As an internet marketing expert, I can assure you that I'm not the only one "walking out" and going to the competitor.
Your Best Defense
As a business owner with a website, you can't be right there in person to respond to every site visitor question. But you can provide info they will need to make a good decision. Just check out Zappos.com -- you'll see that they offer visitors a lot of useful content. Adding fresh content writing to your site can dramatically improve your conversions.
Adding content writing to your site helps convert website window shoppers into customers. When you explain the value of your products and services with unique content writing on your home, category, sub-category and product pages, you answer your visitors' questions. They need to know whether or not your product will fit their needs.
When you provide a lot of well-organized information about your offerings, you appear more credible in your visitors' eyes. You give them more reason to trust you, and we all know we're more likely to buy from someone we can trust. The more expensive the offering, the more information is needed.
Providing enough content to help a visitor make an informed decision works well as a long-term strategy. A visitor who buys from you will remember that they had a good experience, because you helped them make up their mind. And they're more likely to do repeat business with you. They'll refer a friend to you too. Even a visitor who doesn't buy from you will remember that you provided plenty of content, and is likely to come back when they do need your products or services. You've proven that you're credible by the amount of information your site provides.
Avoid Overdoing It
To remain credible, though, you need to provide not only lots of information about your products and services, but the right kind of information. Being up front with both pros and cons, benefits and possible side-effects, allows the customer to weigh each against that of other products or even your competitors. Give your website visitors tips and insights whenever possible. Avoid using salesy come-ons and promotional hype. Visitors can sniff that out and will "walk out" on you and quickly click onto another website.
Just ask any Internet marketing expert - authentic, relevant content writing is what works.
Building up your content is a strategy for the long haul. It's not going to happen overnight, but it will pay dividends both now and down the road.