8 Tactful Ways to Make your Web Content a Game Changer

This means that creating awesome content is all the more important when building a business website and to make it as easy as possible for potential customers to find the goods and services they are searching for on the web.

Web developers recognize the importance of website content in the scheme of overall marketing strategy. As inbound web marketing techniques become more refined, marketers increasingly understand that it is content that attracts visitors to a business website and content that turns prospects into leads and sales. The new search engine algorithms are designed to return results that more accurately define the content of web pages. This means that creating awesome content is all the more important when building a business website and to make it as easy as possible for potential customers to find the goods and services they are searching for on the web.

  1. Creating the Proper Message

    When deciding on content for a commercial website, there are four basic questions that should be kept in mind as regards the overall marketing strategy:

    • Will a visitor know within seconds what product or service is being offered?
    • Is the content easily understood to reassure the visitor that they have reached the correct page?
    • Will a visitor know what to do next?
    • Is it clear to the visitor why they should purchase goods or services from this site instead of somewhere else?

    Any visitor to a business website should be able to quickly grasp the answers to these basic questions and know what the site is about, what can be found there, how they can proceed and why they should take action. Ideally, all these questions should be answered on the home page, and here are a few helpful tips about delivering the right message:

    • Use a few headlines and sub-headlines for the most important pages that clearly and quickly answer all those subconscious questions.
    • Try to combat question #4 (why a visitor should buy here) by incorporating a value proposition into the content.
    • Include “next steps” and clear “call-to-actions” by including links where appropriate within body copy and at the end of body copy blocks. A little helpful and sometimes unsubtle direction is often very effective.
    • Test the website’s content copy and design features. There are several tools and services available that allow feedback on content and site design such as Google’s Website Optimizer and 5 Second Test.
  2. Educate and Entertain While Offering Value
  3. The purpose of a business website is to provide clear information about the service or product offered and to induce visitors to buy. However, it should be kept in mind that not every visitor is ready to buy the product or service on the spot and often need more information and time to be convinced. There are several ways content can be used to help them along in this process:

    • Incorporate more than just product or service information into website content. Provide information-rich eBooks, blogs or videos to nurture prospects through the marketing and sales funnel in a manner that is not just a sales pitch.
    • Use 2nd-person editorial format where appropriate. Use words like “you” and “we” to communicate directly with prospective buyers.
    • Cast product or service content to show how it solves the customer’s problems and meets their needs.
  4. Quality Content is King
  5. As search engines become smarter and buyers become more selective in their purchases, the new paradigm of Internet marketing is that quality content is king.

    Quality content includes:

    • Unique content. Search engines rank unique content higher, and readers do as well.
    • Craft the website’s editorial content for the reader first and the search engine second. People do not read like web crawlers and will be distracted by clumsy text stuffed with keywords.
    • Build value through educational and entertaining content that keeps readers engaged. Reticent buyers are more likely to be turned into serious leads if they are engaged and entertained and learn something valuable along the way.
    • Keep website content fresh and updated.
    • Target the audience. Tailor website content so it is specific and relevant to a buyer’s needs.
    • When mentioning awards, testimonials or stating facts, statistics or numbers, back up the information with cited sources. This adds credibility and value to the content.
  6. Avoid Jargon, Gobbledygook and Clichés

    Maintaining and creating a professional image is important on a business website, but refrain from the use of business jargon that can be off-putting and distracting to the target audience (i.e. potential customers). This type of over used and cliché-ridden jargon is called goobledygook and should be avoided at all costs.

  7. Clearness Over Cleverness

    Traditional advertising worked in years past through the creation of catchy phrases, hard-sell copy and jingles that were designed to capture attention. This worked well in the days when print, radio and television were the only media available to advertisers, but in today’s digitally connected society such tired trickery, gimmicks and marketing clichés are no longer effective. Consumers have long become wise to these methods of advertising trickery and surreptitious persuasion. Consumers just want to hear the truth about a product or service in order to make an informed purchase decision.

    Creating clear and concise content that avoids clever trickery is of paramount importance in a web marketing strategy. Consumers do not want to be tricked or try to make sense of overly complicated copy. Clear and simply phrased content will build trust in the reader and turn those reticent page viewers into viable sales leads.

  8. Blogs
  9. A complementary blog has become a vital inbound marketing asset for business websites. Five great reasons to maintain a blog on a commercial website:

    • Creates fresh content, more pages and more clicks, which is great for SEO
    • Helps establish industry authority and credibility
    • Drives more traffic and leads back to the website
    • Creates a channel to converse and engage with customers and readers
    • Creates opportunity for valuable inbound links

    Blogging is not as difficult as it may seem. Most business owners talk about their businesses all the time, so blogging about their business on a regular basis should be an easy step. However, if there are concerns about the ability or time needed to create fresh content on a regular basis, there are a number of inexpensive online services that can help provide great content.

  10. Shareable Content and Social Media
  11. The exponential growth of social media over the last decade continues to change web based marketing strategy. The ability of social media users to “like” a post, blog entry or product causes a cascading network effect where all the “friends” in their networks can review what is “liked” and even receive a link to see it for themselves and pass on to others. This cascading network effect makes it obvious why shareable content via social media should be incorporated into a web-marketing plan. People sharing links and great content with their peers is how things go viral on the web, and any business website connected with such a viral cascade will benefit with increased traffic and back-links.

  12. Testimonials and Customer Proof
  13. Customer reviews, testimonials and case studies are a powerful content source to move potential customers into real leads and sales as potential buyers like to see what other customers have experienced and a good customer experience will invariably move someone to buy from you rather than a competitor who has no customer testimonials on their site.

    When using customer testimonials and reviews, include real names, titles and pictures of the customer if possible (a video of the person talking works best if you can arrange this), and place the testimonial near content that is relevant. For example, a customer review about how awesome the product is should be placed on the product description page, while a testimonial about the company’s great customer service might be a better asset on a service or support page.

    How do you feel about the above? Do you think you can incorporate this in your content strategy? Is there something you would like to add?

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