Thursday, September 12, 2013

Do Your Website Visitors Actually Read Your Site's Content?


It's a common myth among web designers that website visitors don't want to read the blocks of text that appear on its pages. This myth has been spread by web designers because they're graphically oriented, rather than message-oriented. In some cases, too, web designers don't want to be bothered with finding professional website content providers. So, they sell the idea that the words on your website aren't as important as the design. They're wrong about that, and their mistake can cost you countless leads and sales.

Website Visitors DO Read, if There Is Content Worth Reading
Website analytic data tells the real story. Any experienced website professional can see how long visitors stay on your website. The reality is that most visitors arrive at the site, and then leave almost immediately. Sites with a high bounce rate are ineffective in doing their job. Sites that are graphically heavy and content light have much higher bounce rates than websites with informative, well-written content.

People come to your website because they are looking for information. If they find the information they need there, they stick around and read the content to learn. If they only see pretty graphics, but can't find information, they click their Back buttons and go to your competitors' websites. Information is the key to sales. Professionally written, informative website content informs the visitor and does even more. It entices visitors to stay and explore additional pages. There's one unfailing rule about website visitors: If they stay on the site and visit two or three additional pages on that site, they are far more likely to take that all-important step of becoming leads or customers.

SEO Depends Almost Entirely on Website Content
Search engines, especially Google, spend millions of dollars each year developing algorithms that help them rank websites. Today, the thing Google's algorithms are looking for is information. If keywords and phrases are connected to substantial text,  Google sees the content as informative. It ranks informative sites higher in its results because research has shown that website visitors value information highly. It is that simple.

In addition, the text content on your website is the host for your target keywords and phrases. The more text that is available, the better your website can present a range of search keywords and phrases to Google and other search engines. For the long-tail searches Internet users type today, adequate content is essential. Finally, though, it is your text content that informs your visitors. If it is well-written, informative, and easy to understand, visitors read it and your marketing message is delivered. That is, or should be, your goal on every page of your website.

Website Visitors Who Read Are Motivated Visitors
Time and time again, research and analytics demonstrate that website visitors who spend time reading and understanding a site's content are far more likely to convert into customers, leads and clients. Well designed and executed marketing copy has the power to inform, motivate, and convert. Haphazard, awkward, or error-laden content fails to captivate visitors, who quickly search elsewhere for what they need.

Don't let your web designer tell you that visitors won't read. They will. They do. And they make decisions based on what they read on a website. How your content is presented to visitors makes all the difference, but the amount of content is also important. Help your visitors understand your products and services, your business, and give them the information they're searching for. They'll give you their business.

Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999. To see examples of my web content, click any of the Work Sample links in the left column of this blog. I'd love to help you make your website the very best it can be through effective, dynamic content.

Sunday, July 21, 2013

Can Fresh Content Bring Your Website Back to Life?


All across the Internet, thousands of websites have died. They no longer produce leads, don't show up high in search engine results for common search phrases and keywords. They're not being read by visitors, or visitors are landing on the site and almost instantly clicking their back button and going somewhere else. Such websites are not productive, and are actually a detriment to the businesses that own them. If that describes your own website, you're probably pulling your hair and wondering what you can do to get your website working as the productive sales tool it should be.

Most often, when websites no longer produce leads, the problem lies in that website's content. It could be outdated, ineffective, and may be incompetent at competing with competing websites. It's not the website's design, in most cases, that causes it to fail. Money pumped into a failing website's design won't get the results you need if the content stays the same.

A complete revamp of almost any website's content, created by an experienced professional website content specialist, is the key to rejuvenating that website's performance. Times change and your business website must change to meet the expectations of your visitors and to attract them to your site in the first place. Here are some reasons to consider a complete website content change:
  • Fresh, Up-to-date Content Sells - Years ago, it was possible for a website with minimal content, written haphazardly, to provide effective results. That time has passed. If your old content is out-of-date, doesn't reflect your current business practices, or just doesn't communicate well, a complete revamp can make all the difference.
  • SEO Practices Have Changed - If your website is no longer showing up near the top of the first page of results for keywords and phrases potential visitors use, your content many not be taking full advantage of Search Engine Optimization. Google has drastically changed how it ranks websites, and now focuses on quality content. Websites with minimal or unfocused content have dropped in search results. Refreshing your content with SEO content that understands Google's ranking algorithms can restore your search results.
  • Website Visitors are More Sophisticated - Your visitors are used to finding content that helps them solve their problems. If that useful, informative content isn't there when they land on a website, they don't stick around. They find one of your competitors and give them the business you need. Today's website content needs to be informative, clear, and instantly capture interest. 
  • Excellent Content Sells - Your website should be the best sales tool in your marketing arsenal. It can work 24/7/365 to motivate visitors to do business with you, rather than with your competition. Only top-quality website content will do that job. Conversion of visitors into customers and clients must be the constant goal of your content. Nothing less will do.
Professionally Written Website Content is Essential
Not every writer has the skills, experience, and knowledge to create powerful content with the impact you need. Not every writer has the deep understanding of SEO, marketing strategies, and effective communication that is essential for your website. You should examine each writer you consider carefully, looking closely at successful websites that writer has created, before making a choice of content writers. Your choice of a professional writer to create fresh, effective content for your website will make all the difference. Make the wrong choice, and you'll waste your money. It is that simple.

Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999. To see examples of my web content, click any of the Work Sample links in the left column of this blog. I'd love to help you make your website the very best it can be through effective, dynamic content.

Thursday, January 10, 2013

What Are Your Site Visitors Looking For?


That may seem like a simple question, but it's not as simple as you may think. Whatever your business does, you are offering goods or services to your website visitors. Even though they're coming to your site to see what you have to offer, they're looking for more than just the bare bones facts about your products or services. The thing they're really looking for is information.

If your website only offers them information about the actual merchandise you sell or the things you can do for your clients, you're missing part of the information equation. And what you may also be missing is the opportunity to help your potential clients and customers get the information they need to choose you as the business they want to supply their needs. Educating website visitors is the key to giving them the confidence in you that gives them reasons to take the next step and either order products or contact you to arrange for services. Give them the following, and they'll make that choice:
  • What are The Factors Customers Should Use to Make a Wise Choice?  Even though you're an expert in your line of business, your website visitors aren't experts. Helping them understand how to make the right decisions is part of your job. Give every visitor a path toward learning what they should consider in choosing products or services. Help them understand the basics of your business and show them that you are their best choice.
  • What Makes Your Business Stand Out from the Rest? - What are the unique features that your business offers its clients and customers that sets you apart from your competition. What are some of the pitfalls that visitors might encounter with other businesses? How do you help each customer obtain the greatest value.
  • What should Customers Expect from Every Company in Your Line of Business? Stress your dedication to customer service, your long experience, and any other factors that will help convince your website visitors to choose you to supply their needs.
Take a close look at your competitor's websites and try to see them from a typical customer's point of view. Make your website stand out by providing more and better information, presented in a way that convinces your visitors that they need look no farther to find the products and services they seek.  Do this, and you'll be well on your way to dominating your line of business in the area where you do business. It's a formula for success that has worked time and time again.

Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999. To see examples of my web content, click any of the Work Sample links in the left column of this blog. I'd love to help you make your website the very best it can be through effective, dynamic content.