You’ve forked out a small fortune for a shiny new website with bells and whistles and if you’re really switched on, you may even have a blog.
Now sit back and wait for the cash to roll in.
You may wait a long time. Much more likely is that not a single soul – apart from the odd porn spammer – will stumble across your site for months to come.
Before you reach deeper in your pocket for an expensive site upgrade, consider this:
Does your website answer the question foremost on your customer’s mind when sitting down in front of her computer? Does your website miraculously appear on Google results in answer to their question – in other words is your website content engaging and search-engine optimised? Do conversations on social media reel clients in to your site?
Even if you answer “yes” to all of the above, that’s just the start.
Is your content stopping your potential client in her tracks?
Is the content clear and explained in a way that does not insult the client’s intelligence, put him to sleep or annoy him with creepy sales talk?
If by the time your reader has reached as far as you’re reading now you’re doing well. If you lose him, he’ll bounce away into the virtual ether never to return.
5 ways to write SEO website content to get your business noticed
Know your customer and keywords
Who are you writing for – picture your ideal customer. What are they looking for? Use a free tool such as free Google AdWords keyword planner tool to find out what your ideal customer is likely to type into Google search. Now use those keywords in headings, subheadings and text on your site, but be subtle: Think flirting – you want to make your intentions clear in a playful way, not throw yourself at some unsuspecting suitor making them run for the hills.
Spread the word
No one will notice your business online, unless you tell them about it. Use social media to spread the word. A blog will help to give you fresh topics to talk about on social media. Join industry forums and take part in discussions, link back to your site. Guest blog (more on that later) on sites bigger than yours and link back to build your online profile.
Less is more
Keep your message simple and clear. The average time people spend reading a page online is said to be less than a minute – this varies of course, but the bottom line is: Not Very Long. Reward them for stopping by – with meaningful, concise, targeted content that makes them want to come back for more.
Let your personality shine through. People like doing business with people. Don’t shy away from showing who you are on your website and social media – it will make your business seem more human. Obviously this is not the place to over-share your leather fetish or recreational drug habit, but don’t be afraid to let people know a bit about you.
Get a conversation going
The days of thrusting products in people’s faces and ramming advertising messages down their throats are over – especially online.
People in the digital age – respond to communication that is two-way and conversational.
Use your blog to talk to them about questions they have and offer solutions. Link to other pages on your site in the answer. Be open, generous and honest – and you’ll soon be seen as an expert in your field who’s worth listening to and buying from.
Of course good content can’t be the band-aid for bad design or poor business research, but if you’ve done your homework and have a good basic website (which doesn’t have to cost an arm and a leg), the above content guidelines will get you off to a good start.
Your website is likely to be one of the biggest, if not THE biggest, communication tool in your tool kit. Get it right.
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Do you have other useful tips to add? I’d like to hear from you too.