adVision Marketing

When was the last time you critically thought about the message your website content gives your visitors? Does the message directly contribute to the overall goals of your site? If you’re still pondering an answer, read on… The success of your online business just might depend on it.

So you’ve got a website. Let’s even say you’ve got a great website. It looks fresh and inviting, it’s easy to navigate, it has flashy graphics and images, and multiple ways for people to buy or contact you online. You should be set to rule the online world, right? Wrong. Although a beautiful website will help your visitors stick around for an additional second or two (literally), it’s the quality of your content that will grab their attention, establish credibility and persuade them to buy from you.

Be honest, does your website content effectively achieve the following objectives?

1. Identify ‘Mission Critical’ Information Quickly and Easily
2. Differentiate Your Products/Services
3. Establish Credibility
4. Ask For Their Business

Identify ‘mission critical’ information quickly and easily

The internet crowd is an impatient bunch. If you fill your site with pages and pages of content or require site visitors to work to find what they want, the odds of converting the visitor is cut in half.

Fact - Internet searchers won’t read every word on your site, but they will scan like crazy.

Be upfront, tell your visitors who you are, what you provide, and how you provide it as quickly and as clearly as you can. Bullet points are a great way to present this kind of information for quick scanning. Use them, and use them often. Fill your site with fluff, and you’re wasting everyone’s time and money.

Differentiate your products/services

Surprise! You aren’t the only person selling green widgets online!

You must tell your visitors why you’re unique. Maybe you ship your widgets more quickly, maybe you’ve received unique accolades as a leading widget company, or maybe your family has been selling green widgets for over 100 years. Whatever it is, anything that sets you apart from the next guy in line is information you want your visitors to know.
Establish credibility

If done right, the two points above will help accomplish this third goal by creating a level of comfort and credibility with your business. If a web visitor immediately knows who you are, what you provide and how, and why you’re unique, they’ll feel better about doing business with you. If they sense any confusion, awkwardness, or even boredom from your website, if even for a millisecond, they’re likely going to move on, no matter how good your offering is. Don’t give them that feeling.

Ask for their business

So you’ve introduced your business, your offerings, and you’ve established credibility… Don’t get scared, now ask for the business! After a page of great web site content, you will have created momentum with your visitor. Follow it up with a great call to action to seal the deal. Something as simple as “Call Today to Learn How We Can Rev up Your Website Content!” can be the difference maker between a web site visit and a web site sale.

Executing an effective web content strategy isn’t easy. In fact, great content alone won’t make you an overnight sensation, but the value in having effective web content is something that can’t be underestimated. Review your content as honestly as you can, ask your friends and business partners for their opinions, or find an agency or free lance writer who can help you develop unique, creative, and effective web content, it’ll be well worth the effort. So go ahead and send the message your visitors want to hear, they’re waiting!

Thanks for stopping by!

-Matt