If youâ€™ve popped some information about your business online and then sat back believing youâ€™ve unleashed the ultimate 24/7 online marketing machine,Â Iâ€™ve got some bad news.Â Your website won’t attract repeat visitors or droves of potential new customers withoutÂ further effort on your part.
There are more than 250-million websites competing for the attention of some two billion Internet users â€“ and this means you have to do something to make your website stand out or your message will be lost in the frenetic white noise of cyberspace.
Apart from promoting your site as often as you can and including it in the likes of advertisements, email signatures and social media profiles, there are two key things you need to do to ensure your website is as effective a marketing machine as youâ€™d hoped it would be. You need to:
1. Appeal to search engines â€“ they help ensure your target audience finds your site.
2. Appeal to human readers â€“ they decide what to read, how long to stay on your site, whether to transact, and whether to return.
The good news is there is a relatively simple way to achieve both â€“ by providing quality, targeted, expertly written content; created by professionals with your target audience and marketing goals in mind.
Content is the key
Putting relevant, quality content on your site is the key to achieving this.
Poor or sloppy web copy can cost you business (read more in three tips to avoid losing business with sloppy web copy), while quality, targeted copy can be used effectively to generate and maintain customer loyalty, and business growth. It is probably best achieved by hiring a specialist.
For more information, read our white paper on how banks can drive customer loyalty and growth with business-focused content. Although this applies specifically to the small business banking industry, youâ€™ll be able to draw parallels and better understand how quality web content can help improve businesses in your industry too.
And yes, The Small Business Company specializes in providing a range of business-focused web content and online training, so drop us a line if we can help.