Focus on Website Content as well as Design
|Author: Ollie Ford||Published: 16th May 2011 08:03|
Your new website design is even more perfect than you imagined. It's modern, impactful and easy to navigate. You put together a few words of content to fill the pages and it's ready to launch.
However, a few months down the line you are not getting the results you envisaged. Your search engine rankings are not improving and those visitors who do land on your website aren't converting into business. Why?
It's usually down to the fact that you've overlooked the content side of your site. Look online and you will be able to find thousands of articles all explaining the benefits of keyword optimised content and how this can increase search engine placements and therefore increase visitors.
But there are other reasons why good quality content is so important. Words can be used in a number of ways to add real benefits to your website.
Calls to Action
Use content to encourage visitors to take the next step and contact you about your service. Direct calls to action are very effective and should be used throughout your website. It is pointless just listing the benefits of your product and then leaving the reader with no instructions as to what to do next. This will not compel the visitor to buy or use the service on offer. You must hook them in and make them feel like they must use your company. Strong, direct calls to action are very important and effective at converting browsers into customers.
Copywriters who are part of web design teams will know just how to do this if you are unsure of how to approach it yourself.
Remember that the point of your website is to explain and show visitors what you can offer them and how they will directly benefit. Do not focus on your own company too much; focus on the reader. You could even give some specific examples or use case studies to help communicate certain points. Showing how previous customers have benefited is an effective way to make your service seem more personal.
Tone of Voice
If your target audience is mainly builders or tradesmen, using content that would not look out of place in the Daily Telegraph is not a good idea. Never alienate your audience by talking down to them or using language that is not suited to the product. If visitors cannot relate to the language then they will not trust your company, resulting in them going elsewhere. Make sure you put yourself in the mind of the reader. What would you want to hear? Invest in the services of a web design team who have access to a copywriter to help match the tone of voice with the audience.
Never make the mistake of focusing on what your website looks like rather than what it says. Visitors are drawn in by what they see and read.
Ollie Ford is the original Ollie Ford from Chelmsford; the one who runs Ollie Ford & Co; a company that embraces all things creative, from web and print design to logo design, branding, copy writing and marketing. Call us and say hello; come and see us and get free coffee; drop us a line and tell us all about you. 01245 349698. www.ollieford.co.uk.