Website content comes in many forms Blog posts, Articles, Videos, Podcasts, White Papers, posts of Social Bookmarking sites, posts on Social networking sites and tons more. When such website content is:
- Relevant to the product / service offered by the website
- Informative to the site visitor
- Engaging in the quality of its writing
From the perspective of Search Engine Optimization – it is King.
Google’s recent – Panda Update – has shown that any website delivering content anything less than as described above, negatively impact the website in Search Engine Result Pages (SERPs). This is because search engines become intelligent enough to understand and registered that the website content does not provide and real benefit to a site visitor.
Hence, companies must be pretty tightly focused on the content that fills their website pages.
If a website delivers sub-standard content, and this is registered by search engines, then even the very best SEO efforts are not going to provide and real advantage to this website.
Today a website must to be:
- Great on-page and off-page Search Engine Optimization
- A visitor friendly navigational structure
- Definitely deliver content that provides real benefit to any site visitor
Crafting website content carefully to deliver all of the above certainly helps convert website traffic into leads and lead into sales which equates to money in the bank.
When site visitors land on any website that does not take the above seriously, they leave the site within a few seconds of landing on it, thus generating a – high bounce rate – registered by search engine in their statistics which negatively impacts the website.
For any site visitor, the page link displayed within the SERP indicated that the website delivers relevant, useful information to them. If instead they get a lot of generalities and pretty boring content when they land on the web page, they disappear in a flash and almost always never come back.
Having a large amount of traffic landing on your website and almost instantly bouncing off means something is very wrong. For one reason or the other your website is not delivering appropriate information to the site visitor and most likely its page content is to blame.
Your website’s content is what convinces a site visitor to stay and encourage them to act. Hence, it’s imperative that the website content gives a site visitor ample reason to do so.
If a site visitor comes to your website seeking specific information, ( perhaps an answer to a question ) the page content better deliver that.
Say you own a customized software development house and someone searches for customized software developers and lands on page that attempts to sell them a ready made software package they will be gone in a flash.
If the page site visitors land on offers sensible information:
Talks about your software customization process
The many customized solutions that have been crafted
How stable they have been in the long term
Testimonials for satisfied customers while simultaneously prompting them to come into your office or contact you via Phone of Email, they will stay and read the content on your website and most likely visit or get in touch.
A huge percentage of site visitors do not want to be sold to, they just want to access information they are seeking. Your site content must give them that information and convince them that your customized software development house has the specialist skills they are seeking.
If the industry you belong to uses special terminology, create a glossary of special terms on your website for your site visitors. By helping educate your site visitor’s does make it easier to open up communication with them.
Once they learn to use these terms and begin to use them in searches, it’s very likely your website will show up again and again in SERPs, especially because you have targeted the very same terms within your page content in your on-page SEO efforts.
Very often, just to increase the number of website pages – Website Content – is broken up over multiple pages. Your company may provide half a dozen different types of services, to rank well in search engines each service has a page dedicated to it, even if there is insufficient content of a specific service to fill a page.
In your point of view, if your greatest strengths is your ability to customize – Sugar CRM – ( An open source CRM package ) then do highlight the many different skills that are required to efficiently customize – Sugar CRM – to fit a specific business model, such as:
- Consulting
- Business Process Documentation
- Business Process Re-engineering
- Managing Employees
- Training
- And more.
Is it necessary to give each of these skills their own page of content?
Are you going to be able to write enough quality content to justify these additional pages?
Sometimes it is a better idea to merge multiple pages of thin content into one or two pages of solid content. A site visitor that comes to your website specifically looking for a company capable of customizing a Customer Relationship Management ( i.e. a free to use Open source, CRM package ) is rarely a newbie and is normally capable of understanding when, website page content is being artificially – fluffed up.
It’s actually bad for business when a website makes it difficult for a site visitor to find exactly what they are looking for. Do not bury – Real Information – within a ton of artificially increased, clumsily constructed sentences just so that you can get a high word count for a web page.
Why make a site visitor, who is a potential customer, read through a lot of material before they can find what they want. Any information that goes below – One screen full – quite simply may not be read. Site visitors are very unlikely to go hunting for their information on your web page in the belief that such information must exist. They are more likely to hop off your website and go somewhere else and spend their money there.
You have to focus on creating website content that adds genuine value to your website visitor. Such content is excellent for building – First Recall – in your site visitors. It is a pity to let focused traffic go to waste simply because page content that is inadequate.
All too often the – First Draft – of your page content in not going to be the best. You must carefully monitor site visitor traffic to see what is and isn’t working. Using Google Web master tools and Google Analytics is really the best way of doing so.
These tools help you understand:
- Where your page content is too thin?
- What pages need to be rewritten?
- How to blend the page content of two pages in to one without losing value to your site visitor?
The best website content is clean, easy to read and understand, and provides real value to the site visitor. This is really more than adequate to ensure that your site visitors respond to your web page’s – Call to action.
Those that do immediately convert from mere site visitors to leads, the conversion from leads to clients depend on how they are dealt with after they become clients. Once a lead has converted to a client, money into your bank account almost automatically follows.
