We recently found a very helpful online article that should be of interest to every business – “13 Ethical Ways to Increase Your Site’s Search Traffic.” Author Scott Gerber interviewed a baker’s dozen of highly successful digital entrepreneurs on this subject and the result inspired the following observations of our own:
Content isn’t just copy.
As you’re probably aware, copy content is often referred to as “king” in the world of digital communications. But in an image-oriented culture like ours, effective websites need to communicate with more than just words. After all, seeing a real time demonstration of a product or service is the fastest way to learn how it works and the benefit it offers.
Ideally, interesting, impactful and original visuals should enhance the copy and illustrate the points you’re trying to make whatever the subject of your website. (Just make sure that if you’re using stock, the same visuals aren’t being used by too many other sites – especially those of your competitors!)
With copy content, less is usually more.
The best sites present complex subjects in copy blocks that are intriguing to read, easy to understand and run no longer than 300 words per screen. In some cases, a retail site for example, content should provide enough information to allow the user to order merchandise, fully confident about product details. But for business-to-business services, the function of the site is to offer enough information to inspire visitors to contact the company to learn more. Thus, the purpose of the site is to build your brand, raise awareness of your products and connect customers to people who can close the sale and perhaps expand on it by cross-selling other products and services.
The “About Us” section is key to client relationships.
One more thing about content. A website should include information about the company, its mission, history and future intentions PLUS bios of the company’s leaders, if not the entire staff. People want to know who they’re dealing with. This knowledge makes it easier for them to trust the product, the brand and the people behind them. And trusting someone is the first step toward valuing their opinion and wanting to do business with them. The About Us section on your site shouldn’t just indulge your ego; it should demonstrate your willingness to be transparent about your past professional experience and your company’s future intentions.
What do you think?
We hope this information helps you with your site. If you’d like to discuss these ideas in more detail, give Michele Allen at 262-885-6084. We’d love a chance to get your feedback on this article and how the internet is working for your business.