Ask any number of leading digital marketing consulting firms and they’ll tell you just how important the right content is on your website.
You certainly don’t want to put up just any content on your site – not least because you could be publishing stuff that repels, rather than attracts your target audience. Here are a few examples of what your target audience will love and keep coming back for more.
Clear, concise copy
We’ve all seen adverts for ‘prestige’ brands that are arty and intriguing, but don’t say a thing about the product or how it could benefit the customer’s life.
If the brand in question is a big household name such as Facebook or Apple, such clarity might not be needed so much. Your small or medium business or charity will almost certainly need to be crystal clear about not only what it is, but also what it does and who its target customers are.
Keep your copy to-the-point and relevant.
Content at the right level
There’s a little thing called the ‘curse of knowledge’ that doesn’t make it an easy job to write truly compelling content for your customers. This is a reference to how, once you reach a certain level of expertise in a particular field, it can be extremely difficult to see that field from a novice’s perspective.
This may lead to you producing website content that inadvertently glosses over the basics and heads to the technicalities way too early. In the process, you could be missing out an entire segment of potential customers.
You need to pitch your content at the level of the target audience, always keeping their needs and expectations at the forefront of what you do.
Answers customer pain points
Yes, you need to keep costs low and revenues high if you are to thrive as a business. However, if your content obviously serves your own company’s needs without adequately addressing what the customer has come to you for, it could lead them to consider competitors instead.
What do we mean by that? Well, we mean things like forcing your customers to pass through multiple menus and forms just to get in touch with your team, or requiring them to request a demo before you’ll even give them the price of your product.
If you’re doing the latter and expect the customer to provide their credit card details before you even allow them to try out the demo, you’re sending out all kinds of warning signs. For one thing, given the many people who inevitably forget to cancel free trials, you’re implicitly suggesting this is the only way you can make money from them, which doesn’t exactly say much for your product or service.
Keep your content relevant, concise, pitched at the right level and make sure it addresses the needs of your target audience.
This may seem rather like nit-picking, but it is vital to realise that you’re fortunate to have the customers you have; they aren’t lucky to have you. It’s therefore crucial to do everything you can to appeal to them through your website content.
Get in touch with the staff here at PENNInk Productions today, and you can benefit from the high-quality on-site content creation and optimisation that have long made us one of the most trusted digital marketing consulting firms.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.