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Effective Website Content

17 January 2013

In the online world content is still king. Marketers need to have teasing and effective content on their web sites, in their email newsletters and on social media to attract customers and brand followers. Valuable and relevant content is what makes people subscribe to your newsletter, click a link and become customers.

However, creating content can be tough, whether you’re a writer by trade or not. After all, there are literally billions of pages online, many well written, some trying to convert readers to buyers, and some successfully using the web as a business portal.

This guide should give clear tips on how to create content that will stand out both today and tomorrow.

1. It’s Not Always Marketing
Many companies publish their print marketing or email marketing campaigns on their web pages, thinking the web content form is no different than a sales letter or an email. Web content is similar to emails we send out in some ways, but is far less personal. And 10 page sales letters you might receive in the mail would rarely work online. Think of providing useful content first.  Once you are considered an expert in your industry, the conversions should follow.

2. Hire?
And if you want to create useful content, the question comes up. Should you hire a professional web writer? It does depend on your goals for the site, how much the words on it will mean, and your budget for the entire project. Words sell more than any fancy logo or picture (which are also important), so you want your message to be stated correctly. Sometimes, you or someone in your organization can create the content. On the other hand, that time could be better spent elsewhere.

3. Be Clear That You Are Selling
Just about every website is trying to get the reader to do something, whether it’s signing up for a newsletter, buying a product, clicking a link, or donating to a cause. Many avoid this entire part of it, pretending not to sell things then hinting at it. Be clear with what you’re selling to customers. They are used to being sold to, and usually respect those who are at least upfront about it.

4. Optimize Correctly
Search engine optimized content is where you may need the help of a professional. An SEOcopywriter or SEO company are not always cheap to hire, but they can correctly optimize all your content so it’s search engine friendly.  Search optimization can be one of the most cost-effective marketing tactics out there if it’s done correctly.  If you don’t know html, meta, head tags, etc., this might be a good idea to consider.

5. No Fluff
Many web owners can write but don’t have enough time to do so. Many tend to up the “fluff” factor of the content. They dance around with keywords, place personal stories, then try to sell after a forced 500 words of content. This is a common mistake with an easy fix: write shorter articles or write on subjects you’re more familiar with.

6. Expand
You’ll eventually want to go beyond just a few successful web pages. Most successful web companies expand in some way, whether it’s hiring a full time writer to doing a complete overhaul of their company website. With everything you do, try to think forward about how you can expand on the idea down the road.

7. Convert
Content should all have the goal to convert in some way; even non-profit companies try to create donations. The conversion rate of web content defines any online business. If you get a 2-5 percent conversion rate, for most sites that’s pretty good. If you get thousands of hits a week, you can expect a good profit.

8. Collect
Lastly, every key page on your website should have a clear way for you to collect leads, which can lead to more chances for conversions down the road. This means collecting things like names and email addresses – perhaps in exchange for a discount on your product or some other incentive. With these, you not only have the opportunity to convert once, but you create a loyal and repeat customer. You can run a website without customers returning to buy again, but remember one of the key principals of business – it’s far easier to sell to a previous customer than it is to find a new one.

Related Post:  Online Marketing Tips

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