ArticlesWeb ContentMan writing with pen at desk

Tell me if you’ve heard this one before. You are looking to create/re-design your website. It needs to be done and you finally break down and take the plunge. You start talking about colors, images, format, tone, etc. of your new website. Then your web design or marketing firm approaches you with a question – Who is going to write or provide the content (the meat) of your website? Of all the aspects of your website, this is the most important.

The content is what helps your customer find you a midst all your competitors via internet search. The better and more dynamic the content is, the easier Google and other search engines can find your business.

Writing content can be a daunting task to undertake. Not all companies have a marketing manager to handle this sort of project. You’re busy, everyone is. Having said that, no one knows what you do and how you do it better than you and your employees. It is literary gold that potential customers can mine through as they search the internet for something they need – and you want them to find you!

But just think about this scenario: Let’s say you sell conveying equipment. One of your top sellers is screw conveyors. You and I are both in your office as a potential customer walks in and wants to purchase equipment from you, but has a few questions. My only background in screw conveyors are the brochures I’ve read or information we have discussed briefly. Who would you want to handle questions on the potential applications, specifications, pricing, service, parts, etc of your products with this potential customer. Of course it would be you! That’s what makes web content so important and a collaborative effort.

So where do you begin?

  • Doesn’t Have to Be Perfect – The content you write doesn’t need to be perfect the first time it’s written. Just write – it can be in the form of bullet points, sentence fragments, phrases, product descriptions, etc. Don’t worry about editing. That’s what your contracted marketing professional is really good at.
  • Be Professionally Conversational – Use the same tone and expressions in your written word as you would verbally – For example: Giving a prospective client a tour of your facility, product demonstration at a trade show, typical sales call with a long-term customer.
  • Lead, Don’t Shout – No one likes to think they are getting another good ‘ole sales pitch. Communicate the highlights of your different products or services and then provide them the opportunity to read more if they would like. Adding articles, testimonials, case studies, etc will enhance your site content and encourage customers to continually return to your site.
  • Customer Input – What type of information do your customers look for when making a buying decision? Write for the client. Write to their needs. This way they will see your site as a resource to help them improve and increase their business.

You are the Expert

You know the “ins and outs” of your business and what you sell better than anyone else. Spending a few hours now can help you close an untold number of sales in the future. In addition to the initial content needed, updating your content via articles, case studies, social media, etc will ensure that you stay relevant and in the good graces of search engines.

Your website is a 24-7 sales tool. What would you want potential customers to know if you weren’t there to lead the discussion? That’s what needs to be on your website. Every company touts they have great customer service, quality materials and competitive prices. What will make you stand out, convert sales and help potential and current customers find you? The answer, dynamic content that is supported by clean and professional images, that is displayed on an easily-navigated web site.