Why Well-Written, Quality Content Is Essential For Customer Conversion

Creating relevant content for your target audience

The phrase “content is king” has never been more relevant than when applied to the importance of your website’s text. There are literally millions of websites on the Internet, many of which are unable to answer your prospective customer’s questions or solve their problems. To make your website stand out from your competition and all the other websites in existence not in direct competition with your business, you must make sure your website’s content is relevant to your targeted audience’s goals and desires.

What makes content relevant?

Content is relevant when:

• It speaks to your targeted audience’s desires and goals. Even if you believe your audience needs your product or service, if they don’t want it, they won’t buy.
• You can explain what you sell in a way that speaks to your audience. Your audience may not know or care what a blue widget is, but if you make them and they patch holes in roofs, you could say something like, “We help people ensure their houses last a lifetime.”
• It establishes your company’s credibility. Your audience needs to know that you understand your industry and that you have their best interests at heart.

Benefits of well-written, relevant content on your website:

• It helps establish your company’s reputation as an industry leader
• It helps optimize your website to be found by search engines (see explanation below)
• It helps your audience be more receptive to advertising statements
• It helps avoid confusion on the part of your audience

Relevant Content and SEO

Of all the criteria that search engines factor into your website's search rankings, its content and the quality of that content are among the most important. You can no longer get away with having overly promotional "fluff" as the bulk of your website's text. Google's Penguin, Panda, and Hummingbird updates all work to weed out sites with weak content from its search results, and reward companies that produce quality, relevant, insightful online articles on a regular basis. Below are some types of pages you should include in your website, as well as some SEO tips for each page type:

Product Pages: Product pages are short, sales-oriented pages that describe a product or service you offer and provide a means for purchasing that product or service. Product pages should contain a minimum of 300 words and focus on benefits over features.

Landing Pages: Landing pages are informational articles devoted to a particular topic related to your business or industry. Their primary purpose is to teach your target audience about the topic and conclude with solutions to the problem/topic that you can offer. They are typically in the 400-700 word range and should be keyword-directed (meaning they repeatedly reference a high-traffic, high-conversion keyword.) Just be sure that your keyword use seems natural and you don't get penalized for keyword stuffing.

Sales Pages: Sales pages are long, persuasive articles intended to provide detailed information on a product or service you offer, and the problems or needs it addresses. Sales pages require extremely persuasive and unique content that can really get inside your customers' heads and speak to their needs. They also typically feature multiple calls to action placed throughout the page so that each one can reach out to anyone who was not persuaded by the previous calls to action. Sales pages are typically 700+ words and are written to focus on multiple keywords.

But I'm not a writer! What do I do?

If you're not good at writing, don't worry. Not everybody is. That's why we're here. We'll write or update the content for as many or as few pages as you need, making sure they will be persuasive to your target audience and contain the right keyword density to be deemed relevant and of high quality by search engines.

Website Optimization > Creating Relevant Content