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Inspiration

3 Costly Website Content Errors

by codegrape / March 20, 2020

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.

But, if you hire someone to write the content for you, make sure to credit them using author boxes.

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.

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