Thursday, September 1, 2016

Does Your Website's Content Build Confidence in Your Business?


Website Content Builds Impressions

When visitors land on your website for the first time, they form an immediate judgment of your business. That first impression largely depends on the design of the landing page. If they instantly see content that relates to their Google search, they stay away from their Back button and begin looking more closely. If they don't find relevant information right away, they're gone - almost before they arrived.

One of the tallest hurdles your website faces is building confidence. Your graphics and other site design elements are not the features that tell your potential customers to trust you. That's a job for text content. Once you get past the Back button threat, visitors will begin reading what's on your landing page.

Today, with Google becoming more and more focused on content relevance and quality, any page can be a landing page. What does that mean? It means that every page has to focus on informing visitors and helping find what they need. It has to demonstrate relevance and create confidence if it is going to convert visitors into leads, customers, and clients.

Confidence Building Elements

  • Evidence of Competence - You're the expert. Your content has to reflect that expertise.
  • Audience Recognition - All text content on your page must relate to visitors' needs.
  • Sharp Audience Focus - Every content element must focus on visitors, not on you.
  • Accurate Information - All marketing content must inform visitors clearly and correctly.
  • Adequate Information - Skimpy content doesn't satisfy visitors. Give them plenty.
  • Relevant Information - Content shouldn't wander or stray from the page's subject.
  • Understandable Copy - Content shouldn't confuse visitors or insult their intelligence.
  • Clean Copy - Error-free, grammatical marketing copy is essential.
  • Concise Copy - Content must get to the point quickly and not waste time.
  • Compelling Closing Copy - Your content should always promote conversion.

Content That Convinces Creates Confidence

Too many business websites spend too much time trying to sell, instead of helping visitors learn. Confidence doesn't come from sales pitches. It comes from proving the information visitors were seeking when they searched. If your content satisfies that need, you'll get their business. If not, they'll look elsewhere. That's the bottom line.
_______________________
Email Me for a free, no-obligation evaluation of your current website's content, or call George Campbell at 651-774-7999.