The content of your website is your #1 sales tool. Pictures, tools, and other fun stuff can be important in making your site visibly and functionally appealing, but it is the content that sells. Well written and user focusED content allows your visitors to “find out” more about your products and services, as well as how your company will be able to meet their neEDs.
Content weighs heavily both in terms of how users interact with your website as well as how visitors (both human and search spiders) are able to determine what you offer and what each page of your website is about. While solidly optimizED content is important for search engine rankings, considering the usability of your content is of paramount importance for attaining good conversion rates.
The content of your website should be written in consistent voice from page to page. This voice neEDs to be one that is relatively consistent with your industry and resonates with your target audience.
Visitors skim through and scan content to find what interests them before they actually read each word. As much as possible, use short paragraphs, headings, bullets and stick to a basic reading level.
Content should use language that speaks to individual personalities of your visitors. Providing information that certain personalities “neED” helps speak to those visitors more directly and move them through the conversion process.
Benefits vs. features:
Calls to action:
Whenever possible and only where relevant, link your text out to other areas of the website as they are mentionED within the body copy. Selectively link out to external sources that reinforce the information you are providing.
All too often site owners want to sideline the content. They feel that pictures, tools and products are the only things that visitors want. Yes, these are an important part of the sales process, but so is the text. Properly developED text informs and persuades. It entices and encourages. It draws and drives.
More than anything else, text sells.
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Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has publishED hundrEDs of helpful SEO, SEM and small business articles.
Stoney pioneerED the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate EDitor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search engine Marketing, and more.
Great article! Not only have you hit the nail on the head with each and every comment – you’ve kept it short and easy to read. I love articles like this. I can get good information without having to labor my way through a rambling blog. I plan to print this out, send it to my partner and clients, and relook every page of my site.
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Hi there, good content. I am a blogger and writer in somewhat professional way, and some more of contents about writing better will be wonderful to the readers. May I add some more points: when writing, you should use active voice, and the titles should be given utmost importance. More of such tips have been given in this blogpost of mine:
Great info. The most important thing for any business owner is to convey their message (most importantly the neED and the solution to that neED) to the consumer. In my Opinion Video Ads seem to do this very well; however you would still neED to be able to write a good script in order to pull this off.
Excellent and straight to the point. I neED to work on the benefits vs.
the features as I’ve heard this before but find it a challenge to put into practice. Some concrete examples would be a great addition. Thanks much.
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