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Your website represents your business. So, think of it like you would a physical store or office. If you have a professional business and want to attract quality clients, there are certain things you would or wouldn’t do. You wouldn’t leave your shop window looking half empty or full of out-of-date products and yellowing signs about events long gone. Your office would offer a warm welcome, furnishings that show your worth, and a good coffee machine.
If you want to attract clients, you need to give them a way to find you and a reason to stay and engage. Content is not merely one more thing a business is ‘supposed’ to produce to keep up with competitors. Search-engine optimisation to rank in searches is not just about cramming your site with the right keywords.
Producing valuable content that showcases your business and what you can do for your clients will bring in new prospects. Better website copy can help increase conversion rates. Writing about subjects your clients are interested in and demonstrating your expertise and authority will help you get found online – as long as you do it properly. And, at the same time, your content reassures current customers they have made the right decision.
Great website content makes your business different for the right reasons
Potential customers are likely to check out your website, regardless of how they hear about you. Even if they find you through a search, you still need to convince them you’re the right company for them. If they find you via a personal referral, chances are they will have asked various people for referrals. That means you are still in competition with other businesses. And even if you’re not, you still want your business shown in the best possible light.
If your website is as generic as your competitors’, or offers less value than your competitors’, your content isn’t valuable.
What is ‘valuable content’ for websites?
Content that makes a difference should:
- Provide clear, easily read and understood information regarding who you are, what you do, and who you do it for.
- Resonate with and engage your target audience specifically – not just ‘anyone’.
- Build credibility, trust, and authority.
- Offer value in addition to the products and services you sell.
- Encourage your audience to take certain actions.
- Bring additional website visitors (‘organic’ traffic that hasn’t been paid for) who are already interested in what you have to offer – again, not just ‘anyone’.
Written website content includes:
- Everything on your main website pages, especially your products and services.
- Blogs, case studies, news, and information.
- Reviews and testimonials.
The importance of high-quality, well-written main website pages
As we’ve said, your website represents your company – so it should reflect your company’s professionalism. What you do should be clear. The type of clients you serve should be clear. And what you expect people to do next should be clear.
Confusing wording, poor navigation throughout the website, lack of information (or too much information), inconsistencies, jargon, errors – it all adds up. It gives a poor user experience and won’t inspire trust or give an impression of competence or desirability.
High-quality, well-written content creates an easy and persuasive customer journey. It gives people the information they need in the form they want to read it. It inspires trust, and confidence and avoids confusion and ambiguity. It gives you an edge over your competitors. And, of course, it brings more of the right people to your website.
Why blogs and case studies are essential for your website
Authority, value, and expertise
People want to know you understand their unique challenges and to see evidence of your expertise and experience. Blogs and case studies showcase your abilities and build authority in the niche in which you operate. They offer opportunities to show others what you know, how you can help, and examples of what you have done in the past – all before a client even works with you.
SEO
Blogs in particular offer benefits for the SEO (search engine optimisation) of your website. By writing about subjects your clients care about (and making sure you are following all the best practices for SEO-friendly website copy), you can attract clients who are interested in what you offer. Blogs help you rank in searches and drive more organic traffic to your site. You can build links both within your own site and from quality external sites too.
What “well-written” really means
It’s far too easy these days to find pages and pages of blogs that have clearly only been written for SEO purposes. They repeat the same information over and over in slightly different ways. Plus random headings throughout the text and ‘paragraphs’ consisting of barely a sentence or two. All with the target keywords crammed in where they don’t naturally belong. They don’t make for interesting, engaging reading. They might get people to a website, but they won’t make them engage.
Overly technical, jargon-filled content that is hard for the average reader to understand doesn’t help either. Complex subjects need to be made easily digestible. And poorly written blogs can damage a brand’s credibility and lose potential clients.
Producing valuable content for your website
As a first step, make sure your main website content is doing its job. If you’re not sure, an SEO website copy audit will help. Before you start producing content for your website, you need to know exactly who you are producing it for. Make sure you have identified your target audience and know their pain points. Focus on writing about topics relevant to this audience, in the way they want to read about them. Committing to regularly publishing new, interesting information will help build momentum and your online presence. Blogs are particularly useful for this.
Hiring a professional copywriter
Hiring a professional copywriter with expertise in writing search-engine optimised content is a simple solution to a complex problem. A good SEO copywriter will be able to seamlessly weave keywords into your content without sacrificing style or quality. They write to resonate with the target audience and can take a concept from basic idea to polished, persuasive blog. Having your content written professionally ensures consistent tone and style – and it means you are never scrabbling around for ideas or content at the last minute. It can save you time, money, and stress as well as giving you better results. (Click on the link for more information on how much it costs to hire a good SEO copywriter.)
Are you ready to start producing valuable content that will attract and keep clients? Why not get in touch to discuss how new SEO website copy and professional SEO copy and content support can help?
Download these handy guides for more information:
Why Your Blogs Aren’t Increasing Your Organic Traffic – And How To Fix It
Common Website Content Mistakes – And How To Fix Yours