Your business website is vital to your company. Without one, you will be missing out on precious revenue. If you rely on third-party sites – like Amazon or Rightmove to sell your products, you are missing a trick. When people look to investigate you and have no site, they will lose trust in you. Trust is an essential issue; without it, you will not survive. However, having a website is one thing. Having a good website with relevant content is another thing entirely. Relevant content is far more likely to help you convert a site visit into a sale. So, how do you create relevant content?
Know your Customer
To create relevant content, you need to know your customer. There is no point in writing your whole site in the language of Gen Z if your customer is now an OAP. Instead, cater your language to your audience. If you are unsure how to write this way, look at your competitor’s sites and how they do it, or read magazines or books written for this age group. Knowing your customer and how to engage with them is half the battle.
SEO – Search Engine Optimization
Before you get busy writing your site, you need to have SEO in the back of your mind. This is the process where search engine finds your site due to your keywords and displays you in their results. The closer your website matches the query entered by the potential customer, the higher up the list you will go. So, you need to create a list of keywords and phrases that potential customers may use when searching for your products online. Because this is such an important issue, it may be an idea to use an SEO company to help you do it. Also, remember to use keywords on your meta-description, as the search engine also uses this to rank you too.
Remember, simplicity of language and content is far better than creating beautiful but cryptic pages that make no sense. If you can get the point across in five words, don’t use 50. Forcing a customer to read unnecessary words is not a good idea. Additionally, don’t overuse images, gifs, infographics, etc. First, the images will lose their power if too many are used. Also, an image needs to work in harmony with the text. Too many images will distract, just as much as images that have no relevance to the content will. Sometimes keeping things simple is the hardest thing to do. But get it right, and you’ll reap the benefits.
Keep it Fresh
It makes sense to revisit and update your content. A page that hasn’t been updated for five years may need to be rewritten in the current climate. Fresh content is more easily found by the search engine too. For this reason, it is a good idea to have a blog. You may not be able to rewrite your pages every week, but a blog with new articles posted regularly will hello keep your website fresh on its own.
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