Sometimes we get so caught up in worrying about links and layouts and coding, that we forget that the content of a website is as equally important – if not more. After all, there is no use having a well designed, working website if there is no useful information on it for your visitors. Content is important for two key reasons: Search engines can find you – When you strategically place keywords into the content, search engines will know that your website is relevant to specific searches. Further than this, well structured content means it is easy to read. You’ll connect with visitors - If the content is engaging and interested, then you will capture visitors’ attention and they will remain long enough on your site to see what you have to offer. Your content needs to connect with people – this will be the key to repeat visits and hopefully loyal clients! Going the wrong way Yet these factors are sometimes overlooked. For many business owners, the web site is all about the design and the build (or to be more technically-minded, the website coding). Usually when a website is being built, a web designer is engaged to create the web site- and they might have a graphic designer as part of their team too. Design mock-ups are done based on feedback from you about other sites you like, and the designer will use this template to create your site design. We often find a client’s logo is imposed on the designs you like as the options for you to select from rather than original design based on strategy. Hopefully at some point, a site map may be created for you or with your input. This is where content comes into the picture. The site map should identify the content you are going to provide to the web designer to put onto the site as they build it. This is where accidents happen. Unprepared, many business owners are too busy organising other aspects of the site, as well as their day-to-day business dealings, and end up sending the site builder whatever they have lying around. This might be an old brochure or maybe even some content they’ve pinched from other sites. There are consequences for this type of ‘rush job’ - Problem 1:-There may be some words in there that seem important, but no actual keyword research has been done to determine if the term has decent traffic volumes, or even how difficult it will be to rank for this term. There might be another term which has less traffic but is easier to rank for, and adequate keyword research will identify that word. Problem 2:-If you’ve gone to the trouble of identifying your target audience, you want to satisfy them. Often, people make the mistake of posting copy that doesn’t resonate with their target audience. You need to ask yourself some questions - does this page flow to the next or from the previous page? Will it inspire readers to take action? What is the call to action? It is relevant to my audience? Problem 3:-It might be tempting to do a ‘cut and paste’ job when you’re in a rush, but this will come back to haunt you. Duplicate copy is not liked by the search engines, as they prefer original content. You could also be committing plagiarism without even realising. Besides that, who wants the same content as everyone else out there anyway? If your content is original and engaging, visitors will come back. It’s a bit like fishing in a popular fishing spot. You want to have the most attractive hook to catch that fish. Problem 4:- Design and imagery are important too, of course, but they need to be created to correlate with the copy – not the other way around. If the design is already done, how can you create a look and feel that supports the message of the copy? It is easier to create suitable imagery and design once you know what your content says. You can then even collect witty images that relate directly to the copy. Take a look at our site www.iquantum.com.au for a few examples. Get tagging Having said all of that, not all content needs to be written words either. Images are important, and you can tag them with the keywords they relate to also. Audio content is great, and provides easy information for those that don’t enjoy reading through web copy. Publish your podcasts on other sites as well – itunes is a great place to start. Video is excellent – you can carry a strong message as well as build your reputation on video sharing sites like you tube, and flickr. Please – consider content before you do anything else for your web site. It should drive everything else. Think about when you visit a site. You skim the content and see what the business is all about – it makes a huge first impression and can be the ‘make or break’ of your website. Don’t speak to web designers too early in the process; get the strategy right first, then get working on that content.
Article Source: http://bizymoms.com/business
Rob Lawson is a seasoned online marketer married to bizy mom Karen, with two daughters, Chloe & Emily. His boutique consulting firm advises business owners on the potential of their online marketing, assisting them in selecting the right technology solutions and suppliers. Using their research methodology, iQuantum can value a market, identify opportunities and assist with the strategy implementation thereof to increase traffic, increase conversion and deliver a positive return on investment