One of the great things about using the web to showcase and promote your business is that it allows for the dynamic creation and re-creation of content. Where the printed word may become dated, leaving you stuck with postcards and brochures that can’t be used, you can change your web content on the fly to reflect current trends, breaking news, and changes in your own business or inventory. These updates also keep your website current and stocked with fresh content for return visitors (which may be evidenced in page click’s).
Your web content will cement or dissolve the connection between you/your business and your visitors. Authenticity (your voice) and clearly written content will keep your visitors clicking through links and coming back for more. Creating page content that is relevant to your unique services or products will be relevant to the user’s search queries and result in higher visitor satisfaction.
Content Tips (from Google):
Write easy-to-read text – Users enjoy content that is well written and easy to follow. Stay organized around the topic – It’s always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster.
Use relevant language – Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic.
Create fresh, unique content – New content will not only keep your existing visitor base coming back, but also bring in new visitors.
Offer exclusive content or services – Consider creating a new, useful service that no other site offers. You could also write an original piece of research, break an exciting news story, or leverage your unique user base. Other sites may lack the resources or expertise to do these things. (Emily’s Note: this is where Blogs and Social Networking sites can be useful – they are effective tools to promote news and services while establishing quality links back to your site.)
Create content primarily for your users, not search engines – Designing your site around your visitors’ needs while making sure your site is easily accessible to search engines usually produces positive results.
Following the above rules will help you provide your visitors with useful, relevant information in reward for all of their laborious searches – and, over time, propagate relevant links back to your own website. There’s another reason why fresh content is important to you and your website. Using “found” content (copying similar, generic content from other sites) or failing to edit or update your own content for the web can adversely affect your position in search rankings: spiders that crawl your page will recognize pilfered content and consider your site less important and you will be missing out on an opportunity to give visitors the unique, fresh, informative content that they came to your site to find.
Trust What You Know
You know who your clients are and what their concerns are. Speak to those concerns and you will be on the right track.
And, check your spelling. ; )