“Now that I have a website I’m good to go, right?” Not quite. Yes, you need to start with a user-friendly website, but you need to continually add content to it with the customer’s interests in mind. Doing so will help you reach the target audience you’re looking for while keeping your website up-to-date with the engaging information. The extra work of creating and publishing content pays off, trust us! Let’s look at some statistics:
1. 70% of consumers prefer getting to know a company via articles rather than ads
Ads are important for getting potential-new customers to your website, but converting a potential customer into a paying one can largely depend on what your content offers them. Customers are researching more and more these days. Routinely publishing blog posts/articles onto your website or sending out monthly newsletters via email are effective ways to inform customers in a personalized way. An ad can tell your potential customer you exist while your articles, blogs, and emails can explain why you exist and how you do what you do.
2. 60% of consumers feel more positive about a company after reading custom content on its site
Do you know that one business you’ve used since the early 2010s and their website still looks the same? Yep, we all know a few. We may love the business, but returning to a homepage that has the same out-dated team photo smack dab in the center of the screen with comic sans font underneath doesn’t quite scream “current and personal!” Your homepage is your first impression on a customer. Having it up-to-date and showcasing custom content will engage viewers and help deem your site as trustworthy and credible. It’s important to note that custom content looks different for every business. A local home goods store may require weekly product and inventory updates while a real estate agent may need daily changes to current listing statuses. Nonetheless, having unique and new information on your site can help viewers feel positive about your business on the first impression!
3. Blogs give websites 434% more indexed pages and 97% more indexed links
We’re getting a little technical here, but indexed pages and links are essentially Google’s ranking system, deeming portions of a website “worthy” of having enough quality content for relevant searches. Blogs help bolster high-quality content by promoting information that is already on your website! For example, if you launch a new product or service and create a page for it, write a blog that also tells the story of why you’re adding it to the business. Include some custom photography and link the blog back to your website. This helps product pages be more quickly recognized by Google, and ultimately help increase your organic traffic.
The main takeaway here: your customers want to see and hear things about your company from YOU on YOUR website! Customizing your digital footprint with blogs, photography, website updates, emails, and changes encourages customers to interact with your business and deem it trustworthy to purchase from.
Increasing your effective content reach can be a daunting task, but The Richland Group offers various services that can be customized for your unique company.
Statistics courtesy of Business2Community.com