Your business’s website is the most powerful tool you have for generating leads.
With vibrant brand visuals and easy to navigate pages, you may think that you have every corner of your digital marketing covered, but many businesses fall foul of these simple website content errors. The result is that their business is missing out on profit.
Here are three common
but avoidable website content errors and how to resolve them:
1. Ineffective content
Yes, you need to tell
your target audience about the goods and services that you provide, but how are
you telling them? Many websites fail to write for the customer. They use jargon
and technical terms that are familiar to people in the same industry, but for John
Doe on the street? He doesn’t understand them.
You have the knowledge
and expertise, but do your customers need to know the finer details?
No: they just want to
know how your business can help them. Impress them by the solutions you offer
to the challenges they have.
Before you write any
content, identify the pain points of your target audience and write
accordingly.
TIP: always include clear calls-to-action. You need to take control of the visitors’
journey to optimize your website’s success.
2. Missing information
A business website is
not just a tool for you to showcase the products and services you offer. It’s
also a great way to provide customers with the vital information they want to
know – delivery charges, returns policy, call-out charges, etc.
The more information
you provide online, the less time you spend fielding telephone calls and
e-mails from customers. Your website is the first place customers go to find
further details about your business, so treat it as a customer service platform
too.
A frequently asked
questions page is a great start, but consumers also want to know how you securely process a person’s identity and payment details. So, if your site uses
biometric authentication, tell them! By providing this information, your business is
transparent and trustworthy – essential credentials for an online business.
3. Content for content’s sake
You are most likely
familiar with how the online representation of your business can be supercharged
with SEO to raise its visibility and profile in the search engine results
pages. To do this, you must regularly and consistently create and publish SEO-friendly
content. However, writing content for the sake of it is not going to get you
anywhere.
Every article you
write must have a purpose. You need to understand the content marketing goal you want to achieve through its publication.
Without a goal, your content becomes mere words on a page. By defining a purpose,
you will also be able to gauge its effectiveness. Remember, likes and shares
are vanity metrics – it’s how your content translates into essential sales.
Writing content for
your website is time-consuming, but it’s essential you invest time to get it
right. You must write for the customer in a way that is natural to you;
otherwise, it becomes even harder! Include helpful information and write with
purpose. This is how you avoid making content mistakes that can cost your
business dearly.
