Writing website content is an essential part of any business marketing. True or false?
Well, true, I think Jon.
Nine times out of ten, when I pose this question, people answer in the affirmative. That’s right, there’s a general consensus. Writing website content has to be part of any business marketing strategy. Got it.
So, if we’re all in agreement, why is it so often put in the too hard basket?
On this question, there may not be consensus, but I’m offering up my thoughts anyway.
Here it is.
People think marketing is fluff. It’s the fun part of business. They think it’s the Clayton’s of business strategy. You know, the strategy you have, when you don’t have a strategy.
Which makes website content the stuff you say when you don’t have anything to say.
Well not really, but let me share a typical conversation I have with clients.
Here’s my client: Hey Jon, just make the website look good.
Here’s me: Hey, can do. But can you give me some website content that will inform the design, tell a story, and generally make connecting with your market that much easier?
Here’s my client: What? Was that part of the deal?
Here’s me: Yes.
It’s a mistake to think that your website content is nothing more than fluff.
The truth is, it’s really important stuff. The content – yes, the words – really matter. Without the words, it’s very difficult to:
- Create a website that truly reflects you and your business
- Capture the imagination of your target market
- Explain to people what you do.
Sure, there are plenty of examples where marketing has stretched the truth (okay, maybe even lied), but we’re not talking about that kind of marketing.
What we’re talking about here is articulate, carefully considered content that creates the perception and feeling of a beautifully put together luxury brand store window. Mmm, heaven.
It ignites the imagination, it connects, and it says: Come on in. We’ll make you look good and feel better. This is where dreams are made.
Need more convincing? No problem. Here are three good reasons your website content is the first line of marketing defence.
#1 Website content is a direct communicator
With business in all its forms moving increasingly to the online realm, your website is the digital equivalent of that luxury shop I mentioned earlier.
If that’s the case, why do people care so little about important aspects like their content? They sling it over their shoulder into the too hard basket. Then they hope like hell it works.
I think it’s because they don’t understand website content is a direct communication channel to their ideal customer.
Not simply words on a page, website content is how relationships are built with your would-be loyal followers. Yes, it takes the images and design and functionality to really make your website tick, but in all of this, content is king. Call it oxygen for the digital world.
Think of it like this. How many times have you been into a shop and the assistant has had no idea about the product or service? What’s worse, they don’t even care.
Maybe that’s never happened to you, but it’s definitely happened to me.
Now, how do you feel when that happens?
Your response will be somewhere on a range. I’m guessing it’s swing somewhere between disappointed and totally bent out of shape.
If that’s your shop, you have a choice about how to manage things for a better outcome. You can speak to the assistant; maybe even show them the door.
If it’s your website? Eeeek! It’s there for the whole world to see.
Make no mistake, great communication through your website content is possible – and essential.
#2 Website content has a frequency
Okay, no need to look nervously over your shoulder. I’m not going all rainbows and unicorns on you. But like everything else on the planet and beyond, your website content has a frequency that makes it appealing. Or not.
Let’s use the shop analogy again.
How many times have you been into a cluttered, shabby looking, unloved store and thought: Yeah, last time I’m coming here?
Even if that shop sells what you want, chances are you’ll find an alternative.
Ditto the website that doesn’t say anything meaningful. Or just says so much, you don’t know where to look (like the cluttered shop).
It’s just really kind of low vibe.
Does it make you want to come back? No.
Is it good for business? Also no.
Should this be avoided with your website content? Yes, at all costs.
And you do that by having high quality content written with your ideal market in mind. This shows you care about them and it’s the foundation of good website content. Great design, beautiful images and functionality then just roll on in behind. Together, it just works.
#3 Website content is a tool
No, I don’t mean website content is tool, I mean it’s a tool in your communication toolbox.
Putting together the content for your website is a big job. If it’s done properly, you will have a wonderful foundation of marketing content that can feed into every other channel of marketing for your business.
Why is that? Because your website is where you capture all that information.
It’s a collation of great information, like:
- Who you are (here’s our back story and meet the team)
- Who you serve (here’s some great projects we’ve done)
- How we can serve you (here’s what we do and here are our products)
- How we can work together (why not get in contact or better still, let us call you).
This website content (the ‘fluff’) can be used over and over and over. Brochures, social media, blogs, books, proposals, presentations, phone scripts, video scripts.
And that’s a wonderful thing.
Like anything worthwhile, really great website content requires work. But it’s an investment in business and marketing that pays dividends. Don’t take chances with it. Give your website content the time and effort it deserves.