Wednesday, November 30, 2011

Is Your Website's Content Driving Business Away?


For far too many business websites, what should be an effective tool for generating leads and creating new clients and customers actually sends website visitors away from your site and to your competitors. The content on your website is the single key that unlocks its sales potential. If the content is effective, it holds visitors on your site, gives them your message, and convinces them to contact you or visit your business location. Ineffective web content does just the opposite, causing visitors to click their Back button and visit a competitor's site. Some of the ways website content can work against you, instead of for you, include:

  • Poor SEO Keyword Usage - Including SEO search phrases and words in your content is important, but it must be done in a way that enhances your message. Just cramming as many SEO keywords and phrases as possible onto the page is awkward and ineffective. Only by seamlessly integrating SEO into compelling content will it work to your advantage.
  • Ignoring the Customer - Too many websites begin by bragging about the company, instead of addressing the customer's needs and demonstrating that you know why they came to your website.
  • Poor Writing - Badly-written content quickly sends visitors away. Poor grammar and spelling, ineffective organization, and awkward language are common offenders. Only well-written, carefully designed content can do the sales job it needs to do.
  • Failure to Motivate - All visitors to your website arrive ready to patronize your business. They found it because they were looking for something you offer. Capturing their attention and showing them that you understand what they're looking for keeps them on your website and encourages them to contact you or visit your location.
  • Failure to Educate - Like any good salesperson, your website should inform visitors and give them the information they're seeking. The better a job your website's content does in providing useful information, the more likely visitors will be to take the next step and become customers or clients.
Effective Web Content - Your Best Sales Tool

Writing effective web content isn't something everyone is good at doing. In fact, effective web content writers are hard to find. It's a highly-skilled profession. Make sure you check out completed websites created by any content writer you consider. It's the only way you can truly judge the writer's abilities. If you make the right choice, you'll be rewarded by an increase in leads and sales coming from your website. That's the reason you have a website.

I'm proud of my track record in producing effective web content for business websites in a wide range of business categories. I encourage visits to the sites at the links in the left column of this blog. I produced all of the content on those sites. If you like what you see, Email Me for a free, no-obligation evaluation of your current website's content. I'll be happy to discuss your website and show you how I can help it become the powerful sales tool it should be.