Your website content has the power to make sales. Yes indeed, it does!
Did you know that up to 75% of a new customer’s buying decision is already made by the time you speak with them or interact with them? The customer’s perception of your business, which is most often based on either word-of-mouth or a Google search, is a major influence on their buying decision.
While the quality of your product or service and your relationship with current customers will influence word-of-mouth, your online presence, and the way it shapes your customers’ perception of your business, is more important than ever. Prospective customers want to know what they’re buying and who they’re buying from. Buyers are more educated than ever before, so your website content must inform, educate and guide them in their buying decision.
Go ahead, cast a critical eye over your website content, and ask yourself:
- What do our readers want to know? What are they looking for on our site?
- Is this information easy for them to find?
- What does our About Us page say about us?
- Is our website content interesting, informative and educational?
- Does our content guide and influence customers to buy from us?
- Could we be making more sales from our website?
- Does our website appeal to customers or does it make them click away?
Here are 10 ways your website content can help generate sales:
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Your customers want to know about you
Your website content offers the opportunity for reader to know, like and trust you. This is vital in establishing a business relationship. Does your About Us page accurately portray the essence of your brand?
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Tell your story
Does your About Us page accurately portray your brand story and help you stand out? The About Us page is an opportunity to use your story to connect with your ideal clients. When you express yourself in a genuine, authentic way, customers will learn your story and brand personality, and this forms a connection with those ideal customers.
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Building a foundation
Your website content is often the first step in building relationships with your customers. Great content provides the opportunity to provide customers with great information about what you do and how you do it, and give them a reason to buy from you or return.
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Show what you can do
Your website content allows you to clearly demonstrate that you have the skills, products and services your customers require. Your navigation clearly laid out, so readers can find the information they require with ease – and come to you, ready to buy.
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Show the benefits of doing business with your organisation
Use your website’s blog is the ideal way to profile case studies, product reviews and to outline the features and benefits of buying your products or choosing your services. It’s a great idea to reinforce this with testimonials from past customers which outline the results you’ve achieved for them. Third party endorsements are highly influential in the buying decision.
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Demonstrate your knowledge
Building a library of informative articles helps you position yourself as an industry expert and the go-to person in your field. People want to buy from people to “know their stuff”.
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Educate and inform
Your website content can help educate customers about your industry, products, services, how you operate, and reinforce your position as an industry expert. You can also use case studies to demonstrate how you’ve addressed another client’s issue and the outcomes you were able to achieve for them.
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Build relationships
You can use your posts as a basis for a regular customer newsletter. This helps to further inform and educate customers, to keep in contact for top-of-mind awareness, and keep them coming back.
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Demonstrate your Unique Selling Proposition
Your website content must outline your competitive edge and demonstrate why you’re better than your competitors. That way, the reader feels that you are the only choice.
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When it comes to website content, consistency pays
Top-of-mind awareness is vital. The only way to maintain this is to post quality content on a regular basis. Building a library of quality, informative articles not only informs and educates your prospective customers, it will contribute to your Google ranking!
Why your website content matters
While social media is a great influencer, we don’t control it, and the ever-changing algorithms can adversely affect our brand’s visibility. However, you DO control your own website and its content. Your site is your greatest marketing asset.
If you’ve invested in setting up a website, you need to add content on a regular basis to make the site work for you. Adding quality content increases brand awareness and helps build your online profile. A link to your posts can be shared on social media, sending traffic to your site. It’s also a great idea to link to related articles you’ve previously published, leading the reader to further explore your library of articles and increasing your influence.
Your website content has the power to engage the reader and persuade them to do business with you… or it can make your competitors look good! The choice is yours.
If you found this article of interest, please like, comment and/or share with your business associates or LinkedIn connections.
You may also enjoy: Attract more business through website content, How to write an outstanding About Us page and 21 blog post ideas for small business.
Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your ideal clients … and improving your bottom line. I happily work with clients all over Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.
