To get found in the search engines you need great content.
To win over clients once they make it to your site, you need great content.
And to close the deal, you need…
But what makes content great?
If your clients and customers could answer that question for you, they might say this.
“Your content doesn’t answer my questions.”
When you’re creating website content for your site, keep the needs of your clients and customers top of mind.
The people reading your site are seeking answers to questions.
(And I promise… Those questions have nothing to do with how smart you are, how great your business is, or how quickly they should give you their money.)
Make sure that you have web content that addresses their needs—and educates them about solving their biggest problems.
“I don’t understand your website content.”
You’re an expert in your field.
You live and breathe “your thing” day after day.
And don’t get me wrong—that’s cool. The world needs more experts.
But this deep familiarity with what you know can make your web content useless.
When you write blog posts, for example, make sure they’re written for your audience, not for you.
For instance, if you’re trying to write for novices who have little familiarity with your products or services…
Then stay away from jargon-filled web content.
Instead, dedicate more time to detailing the basics.
“I left because I can’t read your web content on my phone.”
More readers every day are leaving desktops and laptops behind in favor of phones and tablets.
That means to keep the attention and loyalty of these readers, your website content needs to be mobile-friendly.
This isn’t just about responsive design—your content itself needs to be well-suited for the mobile environment.
To write for phones, consider using FAQs, checklists, bullet-point lists and other web content that is quick and easy to read on a small screen.
And keep sentences short.
(Almost too short.)
You don’t want readers running away from your massive paragraphs before they get a chance to find out what’s actually in those paragraphs.
“You don’t have enough content on your site.”
A blog that hasn’t been updated in months makes your site look like a ghost town.
If you won’t be posting updates frequently, it may be better to substitute an articles section—or alter your blog posts so they don’t show “published” dates.
Plus if your website content is weak, your visitors will have a harder time forming a connection with you and your brand.
This is important.
Because, depending on the kind of product or service you offer, a prospect may make several return visits before they decide to buy from you.
Informative, engaging web content keeps them coming back throughout the buying process.
“Your content tells me you just don’t understand.”
Finally, no matter what sort of content you’ve got on your site, always put yourself in your customer’s shoes while you’re writing it.
Thinking about what your readers need—and then trying to give it to them—will allow you to create the web content that transforms casual surfers into loyal repeat buyers.