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You’ve decided to invest in your Digital Marketing and things are going great. The amount of traffic to your website has grown in huge numbers and you’re excited at the prospect of more business. So why isn’t the phone ringing? Why are you not inundated with enquiries from people wanting your services? Well, the answer could very well be your website’s content.
Your website is a representation of your company and the services and products you provide. Imagine visiting a Showroom to buy a Kitchen. You arrive, and the displays are a mess, the Salesperson is unhelpful, not answering any of the questions you have or providing any information about the products. Would you want to buy from them?
You should apply the same logic to your website and look at it as the showroom for your services. We know that design and easy navigation are extremely important for your website, but have you applied the same care and attention to the information you are providing on the page? It needs to be well presented, informative and answer any questions your customers may have about what you are selling, meeting the same expectations you may have for an in-store experience.
Here are a few things to consider when creating your content:
- Word Count: When it comes to content on your website, we would advise a minimum of 300 words. There is no maximum word count as long as your content is relevant to the services you provide. However, you don’t want to be repetitive and cause your reader to lose interest so try not to write long lengths of content going over the same information.
- Unique Product Descriptions: If you are an eCommerce site it’s important to have unique product descriptions for every product on the page. Customers want to know exactly what they are buying, and generic descriptions won’t help sell your products.
- Relevant Information: People want to see you as an experienced authority on what you do, in order to believe this, they need to see relevant, informative content to prove you know what you are talking about and are the one for the job.
- Spelling/Grammar: This seems like an obvious one, but correctly spelt, well-written content will provide a positive experience for readers.
- Avoid Duplication: Duplicate content can make you look lazy when a customer sees the same information across multiple pages. Try and create unique content for each page to show you have a wealth of knowledge when it comes to your services/products. Avoiding duplicate content is also incredibly important when it comes to SEO campaigns as Google themselves have said this will be factored in ranking businesses on the search engine’s pages.
- Tone of Voice: Try and keep one consistent voice throughout your content. Unless you are writing blog posts from different experts your content should appear to be coming from one person only; the business owner. It is a good idea to keep in mind your target audience and keep the tone appropriate. What works for a Children’s Entertainer isn’t necessarily going to work for a Solicitor so write your content accordingly.
Implementing the above will work towards a positive user experience on your website. However, there may be other considerations to make when it comes to pairing your digital marketing strategies with the content on your website. We provide a Search Engine Optimisation service for our clients, helping to boost their rankings in search engines, with a large focus on Google. Therefore, we understand the importance of getting the balance right between great content and the necessary on-site changes that need to be made when starting SEO.
When we begin SEO for a company one of the first things that we look at is the content on their website and there is a very good reason for this! In 2018, Google made it well known to digital marketers and the public that content was going to be a big ranking factor in their latest algorithm updates and that companies should focus their attention on what was being written on their website.
Google wants their users to have a positive experience as much as you do. Therefore, they want to make sure that the pages they are promoting in their highest rankings are going to provide the best answers for the people that are searching for them. What they don’t want is poor quality sites using obvious SEO techniques to try and reach the top of their page. In fact, if Google sees obvious signs of this it can actually have a negative impact on your rankings and send you further down the page.
So, with this in mind we advise you implement the above recommendations with a couple of additional changes when practising SEO:
- Avoid Keyword Stuffing: Whilst it’s important to add your keywords to the appropriate landing page, adding them as many times as possible won’t get you into Google’s good books. In fact, ‘Keyword Stuffing’ can lead to a drop in your rankings.
- Keyword Placement: Try and use your keywords naturally within the text where possible. This will make your content flow better for your customers whilst also being available for Google to see when crawling your site.
- No Duplication: We mentioned avoiding duplicate content in the list above to show your customers your knowledge and to avoid coming across as repetitive. This is also an important thing to consider when you are running an SEO campaign as Google has expressed the need for unique content on websites as a ranking factor.
Changing your content may seem like a small thing when compared to website redesigns and new marketing campaigns but the content on your website could be just as integral to how you are viewed by existing and potential customers and should, therefore, be treated as just as important. These small changes can have a huge impact on results and hopefully by taking the time to implement our suggestions you will start to see an increase in customers interacting with your website and even an increase in calls and contact form submissions.
If you have any other questions regarding your Website Design or Digital Marketing, we would be more than happy to help! Give us a call on 01622 200 045 or submit a form on our website!