It’s unfortunate, but many business owners pay a lot more attention to the visual aspects of their website then they do the written ones. That’s understandable when you consider the power of good design, and the fact that most of us don’t consider ourselves to be great writers. But at the same time, it’s important to remember that having great web content gives your business some important advantages that can’t be gained otherwise.
To help you see why the writing on your web pages is so critical to the success of your site and Internet marketing efforts, let’s take a look at a few of the things that come to you when you use the right words online…
People might like pictures, but Google understands keywords and text. That’s particularly true now, when AI-assisted search models are parsing through content to determine things like context, relevance, and authority. Your web content doesn’t just have to be on-topic, it needs to be free-flowing and grammatically clean.
If you want a small slice of Google’s 2 billion daily searches, then you have to have great content on your website. There simply isn’t another way, or a better one, to bring those buyers to your pages.
A Unique Sales Message
Marketers tend to forget this, but a competitor can essentially copy your web layout, or even duplicate certain bits of functionality within your website. Unless they actually steal the code from your pages, it’s going to be difficult for you to prove they’ve done anything wrong, much less get your marketing advantage back.
With strong web content, though, you have something that’s harder to copy, steal, and adapt. If a competitor rips off something you’ve written, it will be easy to tell. And if they try to change it to fit their business, the effect probably won’t be as strong.
Increased Web Conversions
In our minds, the content on your website really has two important jobs. The first one is to help you attract the right potential buyers to your website (through search engine optimization, and also social media marketing). The second one is to help you turn those visitors into leads or customers.
While someone coming to your pages for the first time might be impressed with your layout and images, ultimately it’s going to be your messaging that’s going to have to convince them to take action. If your web content isn’t up to the job, they are going to take their time, attention, and money elsewhere.
More Reader and Buyer Engagement
In today’s digital world, you don’t want your web content to be a one-way street for communication. Instead, you want buyers to check out your ideas, respond to them, and maybe even share them with their own friends and colleagues. That’s not going to happen, however, unless your content is interesting enough for them to take notice.
More engagement means more interest and better brand awareness. That’s just one more reason it’s crucial for you to have strong content on your site, blog, and social profiles.
To be sure, generating great web content isn’t easy. It takes a lot of time and effort, or the services of a professional copywriter. However, the advantages outweigh the costs, especially when you consider that your web content will stay online for months or years to come, and be seen by thousands and thousands of visitors.