Your Web Site's Success Are You A Perceived Expert
Your Web Site's Success Are You A Perceived Expert
As the best content strategists in the industry, we see hundreds of web sites every day. We know how powerful it can be to think outside of the box and reinvent your website when possible. But what about when you already have one that is functioning well online? How do you stand out from the crowd if your site does not need to be a total overhaul?
In this blog post, we will cover both new and old content strategies that companies can employ to differentiate themselves just like a successful app or software. Groupon is a great example where they used this idea to propel their customer acquisition.
How can you channel your brand's unique personality and qualities into your website and pages? What should you be looking for when creating a new site or revamping an existing one?
This blog post will go through some of the most common content strategies that we have come across over the years, starting with the basics. If you have something to add, please leave a comment talking about what works for you.
Before We Start: The Biggest Misconception When You Are Starting Your Company
"When I started my company, I knew nothing about setting up a website. I knew nothing about creating content for a website. So, I hired an SEO company to do all of that for me."
The reason why we hear this so often is because the majority of small business owners do not understand the setup of their website as they know it today. They have likely been using WordPress or some other CMS and have been told what to do next. But it's time to go back to basics.
It's not just about setting up WordPress or some other program that will eventually be outdated, but instead it is about understanding how your website works at its core. It is about untangling all of the aspects and components of your site and revamping them until you have created something unique and fun to use.
The majority of small business owners do not know how to code, setup a website, or create content. They are just starting out and they want someone to come in, manage the technical side of things, and make everything look nice. This is a misconception that we frequently run into every day. On top of that, you should know what you're doing before you hire anyone else to manage your technical needs or perform your content strategy.
You don't just have a sense for what makes something great or what doesn't when it comes to your site's design or functionality. You need to know exactly how it all works, which is why you should not just hire someone to do what you think they can. It takes a certain level of expertise that only comes with training and experience.
1: Focused Content On Your Most Important Metrics
We work with a lot of new high growth businesses who are trying to figure out what content strategy is right for them. They want their website to be everything they have always dreamed of, and they want it now. However, they have not yet figured out their exact niche or how best to market them. So what do they do? They focus on the one keyword that has the highest search volume and hope that everyone will find them because of this one word alone. It's a weak strategy, because you will still be overshadowed by larger companies whose websites have been around for years.
After doing a lot of research, much of it online, companies are trying to understand how they can improve the performance of their web site. They want to do well on Google and they want so many things at once that they don't know what to choose first. The result is that your business site ends up serving as a blog, an information portal, social media platform, and everything else that is necessary to boost your search engine ranking. These ultimate goals exist at the expense of the other content on the page or website where you should be focusing on one main priority instead.
What you should be considering for your content strategy is not only which one keyword phrases people search for. You should also focus on the most important types of information that you want to rank for. This could be your contact information and/or even your online store where people can purchase stuff. If the most important content on your website is something that people can't find on your homepage, then you need to rethink how you're doing things.
However, it's not always about having it all. If you are still trying to get your business off the ground and have not yet figured out what products and services you can offer or how to provide them yet, then focus on the main keywords that would be used in Google search if people typed in 'your name'. This will help search engines get a better idea of what type of person was looking for this information and will increase your search ranking. But you will have to stay tuned, because once you know how to provide what people want, then it's time to shift your content strategy and website focus in order for them to be able to find it.
2: Make Your Features And Benefits Stand Out
Another common way that businesses are trying to differentiate themselves online is by listing all of the features and benefits of their products, services, or website on a single page. While this information is important, it is better represented elsewhere. For example, if you have a new photography web site and your contact details are right at the bottom of the page, make sure that they look professional and consistent with your other pages on the site. We will cover this in more detail later on.
Instead of listing the facts, you should lead with the benefits that your products and services provide. This is what your visitors will want to know when they come to your website. What do you have to offer that is different from the competition? If you are selling a product or service, clearly explain what sets yours apart from the rest. If it's a complex product or service, then you may need to include additional information on how it works and why you offer it at all.
3: Tell A Story And Make The Customer A Star
A lot of businesses focus so much on what they can do for their customers that they neglect them in other ways and look like anyone else in the crowd. The reality is that your customers are the ones who are going to make or break your business. They all have different needs and they all have a different view of what they would like to see from your company.
What you should be doing is creating a story that makes the customer feel as if they are being heard by an authentic person or voice. We would also recommend that you don't try to sound like everyone else. Differentiate yourself from the others and let people know what you stand for as an individual or as a business.
Conclusion
If you want your business website to have the best chance of being successful, then you have to have a clear idea of what you need it to accomplish. Having a great content strategy on your website is only half the battle. If you work with us, we will make sure that you get it right and create the content that will help you achieve your goals in the best way possible.
To learn more about what we can do for your business: Call us today at 1-800-843-4664 or contact us online!
Sources
http://www.wired.