In the previous Session we looked at Content vs SEO. In this section we will look at Content.
Download a PDF version of this lesson (16k) Why Content is so Important. This lesson is a sample from the manual.
Content
Why content is important
You may have a well-designed, functional website, but if the words on the pages don’t hold your customer’s interest, then odds are they’ll click off before you can say, “Don’t go - we have lots to offer!”
Great content is important because it captures and keeps the customer’s attention. In the end, it’s the words that make the sale – not the fancy graphics or designs. Whether you write the copy, or pay someone to do it (such as a professional copywriter), it’s crucial that your website has interesting and engaging words and calls to action.In this chapter we tell you why content is important, and how to create it.
Connecting with the customer
Through the power of words in your website, you can create a bond with your customer. A website can reflect the personality of your business and help the customer feel more connected with you.
Adding value
A website can be a great resource, providing information and education for your customers through articles, newsletters, forums, blogs, and more.
Selling products and services
A website can be one of your best salespeople. It can educate your potential customers, keep loyal customers up-to-date on offers and specials, as well as take orders, saving you time and money.
You can also streamline labour-intensive functions with electronic options, such as FAQs or detailed service and support manuals online. This could also save telephone support calls, and customers who do phone for support are likely to be better informed.
Search Engines
Content helps search engines (such as Google, Yahoo, etc) to understand what your website is about. This is important because customers use search engines to find your website using “keywords” to search for your business. For more on search engines, see Chapter 9.Web Content.
Types of Content
Web content
Web content is the copy on your website, ie. all of the words on the pages.
Articles
Articles are an effective way of educating your customers. They are an information-rich resource that reflect your business’s position as an expert in your industry. You can distribute articles to business and education websites to increase visibility.
Newsletters
Newsletters (weekly, monthly, bi-monthly) are another way you can offer fresh, helpful and practical information to your customers and position your business as an expert in your industry, as well as attract new customers, and stay in the mind of your existing ones.
Blogs
Blogs show the personality, passion and expertise of your business in an ongoing dialogue. They provide one of the best channels to really connect with current and potential customers.
The 7 steps of Content
When creating web page content it is important to understand the following 7 steps that the user will follow. You need to address each of these 7 steps or risk losing your user.
It is interesting that only the first 2 of these 7 steps relate to attracting users through search engines, the balance all relate to the structure of content on the web page.
We will cover the 7 steps in more detail but briefly.
- Getting on the right search engine result page (SERP)
We examine the relevance of key word phrases, getting on to the right SERP, identifying the right phrases and the importance of content.
- Getting on to page 1 of your chosen SERP
How to improve your ranking for your chosen key word phrases, why page 1 and 2 are so important, how to measure and improve inbound links.
- The importance of the page title
Why the page title is critical to the success of your search engine results.
- User browsing habits
What users do when they get to your landing page and some tools to make this easier.
- Improving the scan and skim ability of your pages.
Leading users to the next step
- Tips for improving content
Improving the content offering on your page.
- Call to action
The most important step, what exactly do you want your user to do?