Website content needs to be maintained, and the look and feel of the website kept fresh, to encourage customers to return. This can be achieved through promotional graphics, informational pieces in a blog, and a feed to the website from the business Facebook/Instagram page.
5 reasons why website content is important
1. Educate and inform your website visitors – be the expert
Engaging and informative website content will help your website visitors understand what it is that you actually do, the products or services you offer, and why they should use you as a business.
By showing the depth and breadth of your knowledge, you will position yourself as an expert in your industry. This, in turn, builds trust with your site visitors and they will become more likely to turn to you for the services your provide.
2. It’s great for Search Engine Optimisation (SEO)
Providing the content you create for your website is optimised for search engines as well as humans, it will give a great opportunity for including keywords in a natural way. Google and other search engines favour websites with well written content, and will rank them higher in their search engine results pages. This, in turn, will bring more visitors to your site.
To make the most of your website content, research keywords that you’d like to rank highly for, and tailor your content – video content, infographics and blog posts – around this keyword.
3. Give potential clients or customers a reason to come back to your website
If your website remains static with no fresh content, visitors will come to your website, read everything you have to offer, and then there will be no reason for them to re-visit. By regularly publishing fresh content, visitors will come back to learn more.
Great examples of websites posting fresh content regularly are Orchard Toys and Baker Ross. Both target young families, and regularly post free downloadable content in the form of activity sheets. The same parents of young children will likely think of the companies when looking for paid-for activities for their children too.
4. The more content you have, the more chance there is you’ll be seen
The optimal result for your website content is for it to go viral. Whilst there’s no defined formula for creating a viral piece of content, the exposure this can give you when it hits the mark is immense. Your content and therefore website will receive more views from those that may otherwise not have heard of you.
Instead of attempting to create viral content – this can appear false to your site visitors – instead focus on creating content answering a specific question or solving a specific problem of your target audience. This will increase the likelihood the content will be shared with your audience’s peers.
If other websites or social media accounts link to your content, this will also provide backlinks to your website. This will increase the strength of your position in terms of SEO too!
5. It’s great for social content
A mantra we love in terms of business is: ‘Work smarter not harder’. Once you’ve created great content, it should be used and shared in as many different places as possible. So as well as your website, it can feature in emails to your mailing list and also across your social media channels.
This will increase exposure to your content, particularly if you boost the posts. Once the potential client or customer is on your website to view the original content, you can then keep them on the website longer with clever signposting. This can be both within the content itself with internal links to other content, product pages and the such like, or using promotional graphics.
Website content is important…
Good quality website content won’t happen overnight. It needs to be properly planned, keywords researched and the publication and sharing input in the overall marketing strategy.
If that all sounds complicated and scary, don’t worry – we’re here to help! Get in touch now!