Web Content Is King
In the eleven years I’ve been developing web sites I continue to notice the same issue. CONTENT. It’s one of many areas that can make or break a web site in many cases. There never seems to be a lack of images or keywords people want to put into a site, but content is the key to a great web presence. Some clients don’t have the time, don’t like to write, or just don’t know how to write for the web.
Face it, without telling your audience who you are and why you’re better than your competition, having a web site is nothing more than a web gallery for images or a quick electronic brochure. Web users have outgrown those types of sites and simply expect more.
Most companies have to use content to describe themselves, but I’ve found that a lot of business owners have a hard time describing themselves in 100 words or more. And that’s just the “about us” page. Of course, you may not be a marketing guru, but if you own a business, you should have some knowledge of your competition and some sales ability to sell yourself. If you honestly can’t come up with anything on your own, ask your best clients to describe why they like to work with you and what problems your company solves for them. That should be at least a starting point.
This is a basic guideline for most small businesses I work with. A web presence is a first glance at your business and with everyone having a web site these days, it’s very easy for a nice web layout to be shot down because of a lack of content.
If you absolutely cannot write content and your budget allows it, then you can hire a content writer or a search engine optimization specialist to write for you or guide you along the way. But don’t think you’re out of the woods, because you still have supply the content writer or SEO with important points about your company.
Here are some tips for getting started writing content.
- Find your competition. Knowing who they are on the web will tell you how you can beat them. See what they offer that you can capitalize on better. Jot down an outline of their content. Read it over a few times to see what they’re trying to accomplish. This will also help you structure the content on the correct pages if you’re without a web developer. Knowing this information from your competitors will give you an ego boost to crush them.
- Start with who you are. By knowing the above you should be able to talk about all you have to offer. Some things to think about:
- How long have you been in business?
- What are you all about?
- Any big name clients if you’re in the service industry?
- Pricing: You know your competition. Is your pricing better?
- Affiliations such as the BBB, Local Chamber of Commerce, etc.
- Does your company donate a portion of your sales to any organizations? Ever?
- Awards given to your company?
- Certifications your company has?
- Why are you better than someone else in your industry?
- What can you give me that I can’t get anywhere else?
- How’s your customer service? Why?
- Client Testimonials?
You want to show that you are better than your competition in every way possible. - Get feedback from your employees or close customers about why they work for you or deal with you in general. Have them be completely honest. This will help know who you are in the eyes of others.
- Type it all out. It may take some time, but the rewards will be well worth it to new customers or even existing customers referring people to you.
- Watch out for the “WeWe” syndrome. That’s when your content is all about you and not what you can provide. Stay away from too many sentences that start with We can or We provide, etc. If you want a sanity check, go to FutureNow’s WeWe Monitor.
- Pass what you wrote around. Let people close to you read and critique your work.
- If you have a good relationship with your web developer, pass it to them and allow them to help you as well. Developers see this A LOT so they can help structure your content too.
Take Aways:
Content is king! Know your competition. Look at their web site, Facebook, or Twitter pages. Find out what makes you better than them. Sell yourself on paper. Type it all out; who you are and why you’re in business. Avoid the “WeWe” syndrome. Pass your work around, spend a few days giving yourself time to lice with the words you wrote. Work with your web developer and/or SEO professional on structuring.
Remember, what you put in is what you’ll get in return.
