Creating Content that Strengthens Your Website

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There are two ends of the spectrum when it comes to adding content to your website. Let’s pretend we are looking at the websites of Company A and Company B. Both companies want to improve their rankings in Google search results (and other search engines as well).

Company A floods their website with keyword-rich content. (If this is a new concept for you, this means that the content includes plenty of the terms their customers are likely to use when they search online for their type of product or service.) They lavish the site with fresh content, posting new articles every day. The articles consist of long essays that praise the company’s products and services.

Company B posts less content. Yes, it is keyword rich. But before they ever put pen to paper (metaphorically speaking), they carefully examined the kind of information their customers truly needed. They asked themselves:

  • What questions do our customers ask?

  • What points do we need to explain over and over that we could talk about on our website?

  • What things do most people not understand about our industry?

  • How can we help people learn to make the right decisions when it comes to buying this type of product/service?

  • What information can we provide that would enable people to get greater enjoyment from having our products or using our services?

  • What value can we add to the experience of buying this product or service from us?

So Who Do You Think Created a Stronger Website?

Well, plenty of people found Company A’s website. After all, it showed up right at the top of the search engine results. But once they got there, the content all seemed kind of bland. Visitors were not SOLD on the company or its products.

Company B’s website was not quite a strong in the results, maybe, but once people got to the site, they were educated, informed, entertained by all the relevant content. Their questions were answered and they felt SERVED by the owners of Company B. Company B also made it very easy to ask for more information or to ask specific questions and they made sure that any inquiries were turned around within 48 hours at the most but an automatic answer would go out as soon as the inquiry was received.

Company B made a person feel included and welcomed, and gave those prospective customers the distinct impression that their needs were understood.

By not plotting every word of content against the viewpoints, questions and needs of their prospective customers, Company A pretty much eliminated any rapport they might have been able to build among those customers.

Approaching Your Own New Content

Look at the favorite websites you go to again and again. Have a hobby or special interest? Special need? Something challenging you are dealing with in life? You probably frequent those sites that help you solve problems or get questions answered quickly and effortlessly.

When you plan expansion or additions to your business website, make sure you have the questions, needs and interests of your customers foremost in mind, whether you are going to create that content yourself or farm it out to a writer.