There are lots of things to consider when it comes to building a website for your business. You might primarily be focused on the design and the layout of it, but have you thought about what you’re actually going to say on it? Written content is actually way more important than you might think because it helps you connect with your audience, boosts your SEO, and helps keep people on your pages for longer. Still not convinced? Let’s talk about why written content is so important.
It helps you show up on Google
When you’re looking for something online, whether it’s a product, a service, or just some information, you turn to Google first, right? Well, the same goes for everyone else. And, if you want to be found you need to have content that Google can understand and rank. This means you’ll need to use the right keywords, describe your business clearly, and have content that’s easy to read.
Because of this, the better your written content is, the higher your chances are of ranking well in search results. The higher you rank, the more people will see your website, which then converts into potential sales.
You stand out from the crowd
Now we don’t know what industry you’re in, but we can take a good guess that you’ve got competitors, right? So, how do you make sure you stand out? Your written content will play a huge role in that. When people visit your site, they should immediately be able to tell what makes you different.
This can be achieved by being mindful about how you describe your services, or it might be your brand personality that shines through to make a great first impression. Having clear, engaging and helpful content on your website will help set you apart from your competitors. Whether that’s a how-to guide on how to use your products or other useful information will vary depending on the nature of your business.
Helps build a connection with your audience
The last thing people want when interacting with a business is to feel like they’re dealing with a faceless corporation. You want people to feel like they’re talking to a real person when they land on your website. And written content helps you to build that connection right from the start. This might be through sharing tips, or showing your brand values. Either way, your audience will feel more understood.
Not only that, the more you connect on a human level with your audience, the more they trust you. And as you know, trust is really important when it comes to turning visitors into customers. If they feel like you understand them, they’re going to be more likely to buy from you.
Shapes your brand’s voice
Your written content also helps portray your brand’s voice and how your audience perceives you. Whether you’re formal, friendly, or a bit tongue in cheek, your written content is so important to help get that message across.
Think about how you’d talk about your business to a friend. You’re unlikely to use stiff and corporate language with them, right? Your written content should be clear and simple for your audience to read and understand, no matter what industry you’re in.
Supports your social media strategy
You probably already know that social media is huge when it comes to growing your business. But, did you know that your website content can also support your social media efforts too? The more well-written content you have on your website, the more you have to share with your followers.
You can use all kinds of content too, from blog posts, infographics, or even product descriptions as valid social media content. Add links to these pages from your social media posts to help drive traffic to your site and keep people engaged with your business.
Makes sure your content is original
Having great content also means that it needs to be original. It might be tempting to pull from other sources, but it could cause you big problems down the line. Not only can it cause legal issues for you, but it can damage your ranking on Google. If your content is flagged as plagiarised, you could lose credibility with search engines and your audience.
If you’re trying to find out how to avoid plagiarism, the easiest thing to do is write in your own words. And, if you do reference someone else’s ideas or information, make sure you credit them properly. Your content needs to reflect on your own unique perspective, and writing completely original content will make your website stand out from the crowd. Not only that, when people find the answers they’re looking for from your original content, it makes you a reliable and trustworthy source that they’ll want to return to.
Builds trust and credibility
Credibility is so important when it comes to getting ahead of your competitors. When you actually take the time to create good content, it shows your audience that you care about them. People appreciate when businesses give them valuable information, whether it’s tips, solutions to problems, or even an answer to their questions.
This means that the more you share useful and reliable content, the more your audience will see you as an authority in your field. If they trust your advice and expertise, they’re naturally going to be more inclined to buy from you (and recommend you to a friend).
Helps increase conversions
Finally, the beautiful thing about written content is that it’s not just there for people to read. It helps guide them towards taking an action that’s going to benefit both them and your business. This might be signing up for a newsletter, booking one of your services, or even buying one of your products.
Add a Call to Action (CtA) to your content (yes, all of it) to see how your conversions rise in a short space of time. You’ll be surprised at how well written content really can help your business!
