Take some time soon to read through your business' web site. It's something every business owner should do every few months. All too often, the content on small business web sites isn't doing the great job of sales, informing visitors, and converting visitors into leads or customers that it should be doing. Here are some ways to know that your website content needs a complete revamp:
- Out of Date Content - How long has the content on your site been the same? If it's over a year or so, it's out of date. Your business changes regularly, and so should your website content. It should reflect your current products and services and shouldn't show any signs of being dated. Up-to-date content is also important in improving your search engine results. Dated content sends visitors to your competitors' sites.
- Lack of Continuity & Voice - If the pages of your website were written by different writers, your site lacks continuity and a consistent voice across the site's pages. That's important to retaining visitors on your site and converting them into leads and customers.
- Ineffective Marketing Techniques - What works and doesn't work on websites has changed. Research has demonstrated that proper marketing strategies and language produces results, while ineffective marketing sends visitors to your competitor's site.
- Incorrect Emphasis - If your site talks more about your business than about the needs of your potential customers, you're boring your visitors. Your visitors come to your site because they need something from you. If your site doesn't demonstrate that you understand their needs, they won't get the right message, and they'll move on.
- Lack of Informative Content - Some web designers aren't talented writers, and often don't employ writers who know what motivates website visitors. If your site is mostly made up of bulleted lists and doesn't have informative text content, visitors look for another site that tells them what they need to know.
- Errors - Spelling, punctuation and grammar errors are fatal to any website. A majority of visitors consider such errors to be an indicator of sloppiness in your business. They assume that if you don't take care of your own website, you won't take care of them.
- Failure to Ask Visitors to Act - Your website visitors need to be encouraged to act on every page of the site, and acting should be as easy as a click of a link or a phone call to a number they can see immediately. They won't go hunting for your contact information. They'll just click the back button.
If your website isn't producing the number of leads, contacts, and customers you'd like, it may just be the content that's failing. Your website is your best salesperson, working 24/7/365 for you. You pay that salesperson just once, and get the benefits constantly, with no further expense. Revamping your website content is one key to making your site do the job you hoped it would do.
Email Me for a free evaluation of your web site's content. I'll be happy to help you understand how expertly-written and effective content can convert your visitors into leads and sales.
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