In this installment of our Tips from the Website Professionals, I’m going to focus on what is hurting your website from your visitor’s point of view as well as hurting your search engine rankings. It is been said probably a gazillion times that content is king when it comes to the major search engines.
What this means to your business website is that when the search engines refer a potential client to your website they expect to find the information that they are looking for . . . or . . . they are going to bounce and keep looking for a website that will.
1Often times I find myself coaching my customers to provide as much information about their products and services as they possibly can to put onto their website. Now don’t get me wrong, there is no point in putting information that has been copied and pasted from one of your suppliers or even worse a competitors site simply to have it on your own. Today’s search engines are much smarter than that and will even penalize you for doing so. What I’m talking about is original and informative content that will paint a complete picture and establish you as a professional in your industry.
2Whether you realize it or not, your visitors are actually reading your content and the search engines are actually indexing the information about your products and services. The more good information you have, the more visitors you are going to get. Having this information organized in a way that is visually appealing as well as being well written is one of the primary keys to your online success.
3For example, let’s say that you sell widget A. Your website should have multiple high-resolution product photographs of widget A from every angle they might want to see it, it should have an informative video about how use widget A or a product features demonstration showing them why they should choose it specifically, along with a very descriptive original write up about widget A, and any technical specifications that you could supply the website visitors as well. If you only sell Widget A inside your local service area, it is a good idea to include the cities where it is available for purchase as well. If you have an Online Storefront, they should be able to pull out their credit card and buy it.
The positive benefit is that this could possibly be the ONLY opportunity that you have to truly educate this particular website visitor about your product or the services that you provide. You may have even spent money on Pay Per Click Advertising to get them there. Follow this one simple rule and it will separate you from your competition and increase your sales. Don’t do it, and watch the website visitors that you do end up getting bounce right out of your website and onto your competitors in thirty seconds or less. If you take the time to think about it, you personally do it all the time when you are surfing the internet!
Trust me on this, looking at traffic analytics, I have seen visitors bounce from a website lacking quality content over and over again. If the scope of this type of project is simply too daunting, don’t hesitate to give us a call and discuss your project. We will be glad to help increase your online exposure and truly develop your website into a valuable resource that your visitors will recommend to their friends and word-of-mouth is absolutely the best type of marketing that there is.
Need help producing well thought out, informative, and all-around useful information for your website? We have been creating quality content for our clients as a Hickory NC Web Designer for years. Just click on the green free quote button above and tell us about your project.
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