The internet is full of websites, pages, and articles all vying for the top spot. How, then, is a business or an individual able to differentiate themselves from the rest? Proper search engine optimization (SEO) is one answer. Any good web developer – or a very savvy internet user – can optimize their site with SEO for better visibility. However, since search engines are constantly changing their search algorithms, using SEO alone is simply not enough.
Content is King (or Queen)
Top websites and companies know the secret to success: content is what drives great websites. Content can be presented in articles, pictures, infographics, online brochures, and more. However it is presented, content needs to be comprised of several key ingredients: it needs to be timely and relevant; it needs to be valuable; it needs to be well written; and it needs enhance user (customer) interaction.
Timely, Relevant Content
Internet publication is a lot like the broadcasting industry. Those who post new information first will have more visibility than those who publish subsequent articles. Similarly, those who can present the same information in a new, unique, or more appealing manner will also have more views than those who don’t. Relevance is also critical; online customers and readers have short attention spans. If the article lacks personal relevance, they will move on to the next article or site. The content needs to quickly establish relevance to the reader to capture their attention – and their business.
The fastest way to establish relevance is to present valuable, free information to the readers. The best companies do this by offering a free eBook, brochure, or newsletter. This information is often a compilation of data that will help the customer make a decision – in favor of that same company. Even if the information is available elsewhere, presenting it in a complete and easily accessible manner will generate positive interactions with readers. Readers gladly exchange their email information for this book or brochure, in turn generating valuable leads for the company.
A well written article is informative, free of grammar and spelling errors, and concise. Readers, or potential clients, report negative first impressions of companies that do not follow these guidelines. For this very reason, top performing companies hire professional copywriters to write (or at least edit) their copy.
Enhance User Interaction
A positive reader interaction is the means to achieve the end goal. The best companies know that this positive experience builds brand trust and generates leads – and therefore sales. Clear, concise copy – coupled with compelling visuals – is how these companies create those positive interactions. Furthermore, they combine the positive interactions with a call to action (CTA). A CTA can direct interested readers to download the free brochure or to sign up for the free newsletter in exchange for an email address.
Content: the best Return on Investment
Despite the focus on SEO, the real secret to website visibility is content. Unlike SEO, great content can spread like wildfire overnight. Easily recognized companies use content and content marketing to build brand trust, generate leads, and ultimately drive sales – all for a fraction of the cost of traditional advertising. Creating unique, relevant, and well written content is, therefore, the single best investment a company can make. For this reason, most companies turn to professional copywriters. Using a professional copywriter can ensure great content while freeing company personnel and resources. Don’t miss out on this simple secret. Maximize visibility and profits: consult a professional copywriter today.