Who reads your website and what actions do you want them to take? Don’t fall into the trap of thinking SEO is the only important factor. What matters is what happens when and after a visitor lands on your site.
Search engine optimisation (SEO) is, of course, a vital part of the make-up of your website. Together with off-site web optimisation it helps draw people to your site so they can begin or continue the process of learning about your business.
Attracting people to your site is only the first step, however.
The content of your website must speak directly to your customer, in their language. It must clearly demonstrate the key benefits of your goods and/or services to the reader – for example problems solved, or desires fulfilled.
In other words, articulate your customer value proposition/s.
Explain your customer value proposition/s succinctly, using links if necessary to explain the finer details.
An easy and universal point of reference
Remember, too, that it’s not purely the great unknown public who will benefit from your carefully-honed content. Staff and contractors can also use your text to help them describe your proposition and benefits during presentations and discussions.
Your website gives them an easy and always-available reference point from which to draw the essential elements of your offerings, together with any latest updates and new releases.
Remember to set expectations and never be afraid to include and repeat a call to action – ask the reader to call, to request a quote, to email…
If you’d like help writing compelling copy for your website, contact us.