Regardless of your business or industry, your website content is vital. It can establish you as an expert, help you stand out from the crowd and it provides a crucial opportunity to engage with your target audience. You can tell a lot about a business from its website content, be sure that yours is saying the right things about you.
Don’t blow your own horn
Your website should be focused on providing a quality user experience not shamelessly promoting yourself. That doesn’t mean you shouldn’t celebrate winning an industry award or completing an impressive project, just don’t overdo it. The best way to promote yourself is to have your customers do the bragging for you on your testimonial page.
Address the big issues
If there is something big going on in your business or industry address it on your website. Whether there is new legislation being passed or an exciting new tech development on the horizon, discussing those hot topics is a sure-fire way to generate plenty of interest. Address any of those closer to home issues as well, because if your business is re-branding, expanding or has become embroiled in some sort of scandal, addressing it will prevent rumours and confusion from undermining your business.
Fresh is best
Regularly adding content to your site will mean there is always a reason for people to come back and every visit is an opportunity to develop relationships, deepen awareness of your brand and, of course, make sales. An added benefit of fresh content is that search engines love it and will reward you with higher page rankings. For best results, add something new to your site at least once each week.
Maintaining a consistent style and tone throughout your content will not only sound more professional, it will slowly build familiarity and make it easier for people to trust you. Consistency is also important in regard to when you add content to your site, because if you want people to drop by regularly you had better give them something new to look at.
Master your keywords
A keyword is any word that someone might use to search for businesses like yours online and incorporating the right ones into your content can boost your visibility. There are countless free tools online that track the most relevant industry keywords and your website analytics will reveal the words people have used to find you. Just be sure to use your keywords naturally, rather than stuff them in as an afterthought; otherwise your content will be viewed as spam and your search engine rankings will suffer as a result.
It can be hard to keep up the flow of fresh, quality content when you are busy running your business. I can help. If you need content that is engaging, consistent and original, contact me today for a free consultation and quote.