4 Reasons Your Website Content Matters as Much as (or more than) the Design.

Debbie Williams

Written by Debbie Williams on Wed, Jul 18, 2012

ContentmattersYou care enough to invest in a great website design and structure, but what it says is equally (if not more) important. Your website is your businesses’ greatest communication platform. It’s your home base, front desk, welcoming committee and 24/7 sales team.  

When you want to look for a new... coffee maker, hair salon, car, living room color, dog groomer... what do you do?  You search online for that product/service, sometimes over and over again for days/weeks, until you have a good idea about what you want and where you want to buy it. In fact, in 2011 people researched and digested 10.4 unique pieces of content before making a purchasing decision. Your website is the home base for all other content you create, so if that’s not a shining example of what you’re all about, you’ll lose people at “hello.”

It’s truly shocking that so many businesses we speak with haven’t thought about what their website says since they first launched it, and in some cases that was 10 years ago. What’s more shocking is that some companies still... are you sitting down... don’t have a website at all (yes in 2012!).  In fact, a recent survey by 1&1 Internet reported that up to 40% of small-to-medium sized businesses still don’t have a website. This is just plain silly... and bad for business.

WHY DOES CONTENT MATTER?

Words make the web work. If the internet was made up of only visuals would it be any use? Your website content is the voice of your company, speaking to your customers when you’re busy growing your business.

4 reasons why content matters as much as the design and structure of a website:

  1. Help People & Increase Sales: 61% of consumers are more likely to purchase goods from businesses that offer custom content. The right content attracts customers and retains their attention. Make sure your website focuses on customer or client needs rather than ranting about the greatness of your company, products or services.  Show people how your products and services can make their lives easier, more efficient, faster, economical or more fun in some way.

  2. The front door can be the side entry.  Your whole website is important. Only 25% of people land on a site via its homepage. The rest are guided into various pages of the site depending on the keyword phrases they use to find your site. Delivering high-quality content on every page increases your chance of capturing a potential client or customer. Every page of your website content is indexed by the search engines and is important.

  3. Become an expert. The content that you create shares your industry knowledge, experience and expertise. “Try to make a site that is so fantastic you become an authority in your niche.” – Matt Cutts, head of Google’s web spam team

  4. Boost SEO:  A great site doesn’t matter if no one finds it, and quality content is the key to search success. 70% of the links people click on are organic, meaning those that turn up in search results. Search engines now highly value and reward good, relevant original content. In 2011, Google even started penalizing sites with poor quality “thin” content by removing them from search results. A study by Outbrain showed that search top driver of traffic to websites, even beating social media by more than 300%.

There are many more reasons beyond these 4 why your website content matters. For goodness sake, make sure your website content is accurate, up-to-date, always fresh and delivers a consistent message. Here are 3 Ways to Make Sure Your Website Content is Working for you.


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