Websites – The Internet is Full of Them
In an online world that offers numerous solutions to any given problem, businesses must use every advantage available to make a connection with potential customers. The goal is to establish a relationship of sincerity and trust over their competitors. Websites are the ideal medium. Through different advertising efforts, a website allows businesses to infiltrate user’s lives in unobtrusive, and often unrealized, ways to better the user’s lives with their products or services. In order to create this spark, a website must be carefully crafted with a number of skillsets, yet once the site is produced there is often an area that is overlooked – what the site actually says.
There are an overwhelming number of business websites that are practically void of content
Copy and other content projects are left as the last item on the checklist of things to complete pre-launch. It is also often delayed to post because copywriting is comparably easy to execute and is a continually evolving portion of the website. Once the site is launched, business owners typically step back from the website to concentrate on their core business objectives. Content then becomes a project that they will get to “when they have time”. Sometimes writers will be hired from freelance sites such as fiverr to draft some basic pieces to fill empty pages. Then the thrifty web business owners spin or duplicate this same content across the remaining pages of the site. The result leaves users with a website that may be beautifully functional but unable to deliver the unique information they were looking for. Search engines do not approve of this approach either.
Unlike a TV or Radio Commercial, Internet Users are Looking for a Way to Interact with an Entity
Internet users become prospects when they visit a website. Once they arrive they are looking for products or information. This intel can range from getting a sneak peek behind the scenes of how a service works, or how a product is produced, or maybe even an entity’s mission statement. If the website serves up information that has been copied from other websites, or can be found generically elsewhere, then they have no reason to remain on your website when Wikipedia will suffice.
These types of issues have become so rampant that even Google has stepped into the fray. They have implemented the Panda algorithm as part of their core algorithm. This means that now Google will be reviewing and rating websites based on what the site actually says, how effectively they convey it, and how well it matches a user’s intent. The results of Google’s change are that many websites have lost their once steady rankings in certain verticals to make way for websites that offer clearer answers to users’ queries.
Users Make Snap Judgements About Websites
Websites have a total of 5 seconds to grab a user’s attention and answer their need. If the site’s content fails to convey the answers users are looking for in that timeframe, the opportunity to connect is lost. In the worst scenario, poorly focused copy leads to a website being delisted from search engines. In a better version, the site is ranked for terms in the wrong verticals. This leads to a reduced number of leads because the wrong demographic is utilizing the site.
Place Content at Front of Mind
How do we avoid these scenarios? Or even fix them? By placing copy and its relevancy at front of mind. Ensure that the content and copy presented is relevant to the type of user you’re trying to attract. Simply put, know your demographic and write content that speaks to them. Present information clearly and concisely, make it easy to read and easier to understand.
If you’re unsure of how your website’s copy stands up against the competition, contact us here at Active Web Group. My team and I will be happy to perform a complimentary content audit on one of your website’s pages. You can call us at 1-800-978-3417, by filling out our contact form on the right, or by sending an email here.