Astounding though it may be, the time for year-end reflection is here. As we head into 2018, one thing business owners might consider is their website content. Good content is almost like a full-time employee, promoting your brand and explaining your company to online customers 24/7. The question is, is your Web content pulling its weight?
There are five basic jobs your Web content should do—and if it’s falling short, there’s no time like the present to augment, revise, or even write all new content from scratch.
Here, basically, is your Web content’s job description.
The bare minimum for any employee? Show up to work each day. Your Web content needs to show up in search engine queries, in particular—which means good localized SEO. In particular, you need written website content with:
- Judiciously-employed keywords
- A compelling and keyword-rich meta description
- A compelling and keyword-rich SEO title
- Your company’s NAP (name, address, and phone number) info displayed on every page
Your company website shouldn’t actually be about you—at least not entirely. Really, it should be about your customers. What are their pain points? What are the solutions they seek? And how can your company deliver value? Your written website content should address each of these things. Some examples:
- An About Us page with a clear value proposition
- Product and service pages that focus on benefits
- Tutorials or how-tos that demonstrate how your products add value
Another important job for your website content? Earning the trust of your readers—and in particular your potential customers. Remember that your website is the capstone of your online reputation, and it should always make people feel more comfortable doing business with you. Consider including:
- Thought leadership (such as a blog), proving that you know what you’re talking about
- Product demos or guides, showing that they work as advertised
- Any guarantees or warranties you offer
A good website offers information to its readers, but also harvests information for your business. This is usually done through a form, wherein visitors are asked to provide some basic contact information in exchange for something valuable. Ideas include:
- Subscription to your email newsletter
- A white paper or e-book
- A one-time discount or coupon
Finally, your website should convert. Ideally, when all these other parts are in place, your website can function as an around-the-clock sales generator, enticing customers to make purchases, set appointments, or reach out to your sales team directly. Some vital aspects of this include:
- A strong call to action on every page of your website
- Highly visible contact information on every page of your website
Is Your Website Doing its Job?
Take a little time over the holidays to give your website a performance review—and if it’s not doing all that it’s supposed to, consider a Web content overhaul. Our team can help, from strategizing through the writing itself. Reach out to Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.
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