Words matter, especially online. People visit websites to search for content. Whether it’s information, products or services, what they read on your website will determine who they choose to work with.
The Internet is abundant in all sorts of products, so for people to pick your business, they would often look for your purpose or story. They’ll base their decision on finding out more about you, your brand and your ethos.
How do you convey this? It’s simple. Through your website’s content! And we don’t mean just blogs. What (and how) you write on each page is equally as important! Why? Because this is how you communicate with your customers, it’s yet another chance to shine and show off what you’re really about.
You must use your website copy to clearly explain what you do, why you do it and what you offer. The text should be well thought-through and easy to understand.
So, put your best clothes on and show visitors some awesome content they won’t be able to forget!
Keep it fresh
The content on your website should be updated regularly. Similarly to checking analytics, you should create another habit here and post fresh, engaging content at least once a month. We know this may sound overwhelming, but no one said success is easy, right?
It’s not as difficult as it sounds though. The first question you need to answer is: what content should I post on my business website? Blog posts are a good idea. You can start with one a month and increase if you find fit. You should keep the posting fairly regular. Users who keep up with your business will notice that.
Having regular incoming content would pique users’ interest and make them more engaged with your brand. You can use this opportunity to tell them more about your values, your story, your business updates, new products you’re launching or anything else that may be of interest to those who invest in your offerings.
Another upside of having regularly posted content is that it will add to that first impression. People will see the business is active and trustworthy.
SEO, again
Yes, we’re back to talking about SEO. It’s absolutely crucial to understand that your content is a very, very important factor for on-page SEO. You need to carefully do your keyword research and organically include as many relevant keywords as possible on your website (without flooding it!).
Keywords are words and phrases that your target audience will type into a search engine when interested in goods or services. You need to check what the most common words and phrases are in your area of business and enrich the text you publish with those magical amalgamations of letters.
You won’t regret it – the greater the Engine Search ranking, the more “free” marketing, courtesy to Google, and the more customers and business opportunities your way!
Invest in content
With the rise of AI tools such as ChatGPT and other AI apps for SEO, you may ask: why should I invest time and money in content? Here are a few reasons.
Firstly, AI text generators use text from other web sources. They don’t just “write” new content. The text they produced is not unique and can therefore come up as plagiarised from other resources on the web. This will be flagged in Google algorithms and will reduce your website ranking.
Not to mention, there are detection tools that determine what percentage of your content is created by AI. Additionally, Google will separate websites with similar content into groups and only show one out of a group.
Google has also added an “Experience” criteria to flag up and reduce the ranking of websites with a lot of AI-written content.
Tone of Voice
Another point is tone of voice (TOV). Your company should have its own voice. It’s an organic part of your branding and what you stand for as a business.
This should be consistent throughout your website, marketing campaigns and of course, content. Posting content with varying TOV will confuse clients. This is another reason to avoid relying on AI tools to do your writing.
The voice of AI text generators has little room to change, so they will not produce text aligned with your business’ TOV.
The posts on your business web page should be well-researched, informative and compelling to read. Adding any old piece of text that sounds decent won’t do.
Posting incorrect information or parts of texts taken from other blogs online is a giant red flag that would drive visitors away. It will also indicate a lack of care on your side – both about your company image and customers. Additionally, the quality of the content you put out represents how much you value users’ time.
Reading your posts is a choice they make, and there’s nothing more disappointing than wasting time on a badly written piece. Not to mention that bad content causes a significant drop in the website search engine rankings, increasing the bounce rate and reducing organic traffic.
So, the moral of the story here is… Write well or don’t bother at all!
Ready to update and improve your website copy? Get in touch with us here.
