Posts Tagged ‘content’

What Does Your Content Say?

Thursday, January 22nd, 2009

Content is the most important part of a website - it informs the customer of your products and services, acts as a sales pitch and is the most influential factor when converting a visit to a sale.  The saying “content is king” has been around for many years and is still as true today as it has always been.

When creating website copy, many people write off the top of their heads.  They know their products or business well so they are able to do this and still write fairly effective content.  However, once in place this content is often left unchanged for years.  As time goes by, the message becomes less and less relevant.  A good way to check if you are one of these people is to ask yourself “what does my content say?”  Many people will be unable to answer this in detail because they have not read through their site’s content in many months or even years.

In order to your content as up to date and relevant as possible, it is advisable to read through your content every few months.  Look at your site through the eyes of your visitors, thoroughly reading and scrutinising content.  Ask yourself how relevant the content is to the keywords that it appears under.  Ask yourself whether the site looks trustworthy.

When you have looked at your site in detail, go back to the search engines and visit your competitors’ sites.  Go through the same process and ask yourself which website you would buy from and why.  Look and the strengths and weaknesses of all of the sites when compared to yours.  Which site gives the best price? Which is easier to navigate?  Which ones provide free delivery?  Once you have done this, you will have a much better understanding of how you can improve your site to help convert visitors into sales.

Remember that today’s Internet shoppers are very shrewd.  They will shop around for the best deal and small differences can make or break a sale.  Even if your product has not changed, the market will have and the most successful marketers and managers will know exactly what their site says and exactly what their competitors’ sites say.