Content is king! How you express the words makes all the difference to your business. Additionally, you need to consider how your web pages relate to your entire strategy and how to leverage it to its full potential.
When you are building your web pages, you need to consider three different groups of people.
- Your website visitors
- The search engines
- Your business
You should bear in mind that it can be challenging to effectively address all three groups successfully. A great way to accomplish this is by making sure that your web pages say exactly what you want them to say and in the way that you want them to say it. Also, your web pages need to clearly convey the level of skill that you bring to the table. With your competition being as fierce as it is, the quality of your content needs to really be up to par. With that in mind, it is critical nowadays to make sure that your web pages are of the highest quality possible.
Web content with visitor perspective in mind
There are some questions that you should ask yourself before you make any decisions regarding your web page content. If you were the person reading the content in your web pages,
- Would you find the information in the web page believable?
- Do you have a sense that the article is written by someone who really understands the subject matter well or is the content superficial?
- Does the website’s content repeat itself or is all content fresh, original and unique?
- Do you feel that you could trust the business with your proprietary information (such as credit card, social security number, etc)?
- Are there errors in the content (grammatical, factual, stylistic)?
- Are the topics that are being presented motivated by the business owners or do they truly subscribe to the WIIFM (What’s In It For Me?) philosophy? In other words, are the topics in place to help the audience or to help the business owners?
- Are the topics educational and informative?
- Is the content valuable compared with other web pages?
- Is the business (and its owner) considered a subject matter expert?
- Does the content tell a compelling story?
- Is the content thought-provoking?
- Is the language in the content natural or does it seem forced?
High-quality content from the search engine’s perspective
Once you have gotten the answers to those questions, you are ready to advance to the next step. During the next step, which is planning the content process, you will have to get involved with a lot of research so that you can determine exactly what goes into a top-performing web page. You will need to figure out the reason for the existence of your web pages, choose the most effective keywords for those pages and identify your objectives. It is critical that you have a strategy and a structure before you actually start to write the content. In this phase, you need to make sure that you wrap your mind around your business and that you wrap your mind around your visitor and what they want and need.
Regarding keyword searches are concerned, you need to make sure that the results of your keyword searches make this happen. Your keywords need to work effectively for your visitors. They will be the ones to put in the keyword as they are searching for what you do.
Your business perspective
In this phase, you need to make some decisions that will drive your business going forward. First of all, you need to decide if your web pages are about information and education or about buying. Your content will be driven differently, depending on the outcome of that decision. It is an excellent idea to ask your customers what they think your web pages are about and if they are spot on or if they miss the mark. While you are at it, you need to check out which keywords your competition is using. It is important to keep on top of the competition at all times.
Developing the content for your web pages
You should establish from the beginning how much content you want to put into your web pages. You need to ask yourself what you are trying to accomplish with that particular web page. If you are trying to overtly sell something, your content should reflect that. If that is the case, the language should be direct, clear and concise. On the other hand, if your web pages are intended to educate people, the language should have more details and explore the topic at greater length.
When it comes to the marketability of your web pages, it is very important to focus from that direction from the beginning. It is critical that the people who read your content clearly understand what you stand for and how you can help them, whether from a selling or an educating perspective. If you use this approach, you will begin to see that it will work for you and your business. Your customers need to believe that they will be better off if they interact with you.
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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.