Why do so many people think about everything but their web content when they’re trying to position themselves online? Maybe you’ve even been guilty of that.
I understand why we tend to ignore web content in favor of design. We’re such a visual society that focusing on your logo and the look and feel of your website is only natural. Indeed, nailing those is critical. I may be a writer, a writing coach and a blog coach, but most of my potential clients initially tell me how much they love my site. The aesthetics attract their attention and tell them something about me and my taste. But it’s my content that holds their attention and prompts them to pick up the phone or shoot me an email.
If you don’t put the same time and energy into generating quality content as you put into design, then all you have is a pretty—but empty—shell. And while a real shell on a shelf can enhance your home’s decor, an empty shell on a website harms your branding. Think about the last time you met an extremely attractive person whose brain didn’t exactly measure up. Did you hang around? No! In all likelihood you fled, which is exactly what your prospects will do if you haven’t developed original, compelling online content.
It gets worse. This year Google changed up its algorithms again, further emphasizing user experience over keywords. While keywords still pay a role in helping search engines identify what your site is about, if you over-optimize your site through keyword abuse (can you say web spam?) your site will be downgraded.
So what’s the secret to great online written content? That depends on your goal. Your online content could:
- Reflect you, your personality, your values and your business.
- Provide helpful information.
- Solve your prospects’ problems.
- Entertain.
- All of the above.
One last caveat. Your web content needs to appeal to humans as well as robots. Stuffing it full of keywords to the detriment of readability will turn off both.
Conversely, offering helpful information that addresses your prospects’ pain points is money and well worth whatever investment is required.
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