By Lori Johnston, President, Allied Exchange July 16, 2019

If you are currently marketing your business online and have not put a great deal of thought into the content on your website, you may be making an incredibly costly mistake. The content on your website is invaluable for several reasons. First, it gives visitors to your website their first impression of your business and the products and services you offer. Additionally, well-written content can be instrumental in selling your products and services to your potential customers. Finally, the content on your website can influence the size of the target audience you are able to reach by helping to improve your search engine rankings. With your content capable of doing so much, it is clear you should be hiring a professional content writer to assist you in writing the copy for your website. This article will delve deeper into the importance of providing accurate, concise and informative content on your website when you are marketing online.

One of the most basic reasons why the quality of the content on your website is so important is because visitors to your website will likely form their initial opinions of your website based on the content on your website. If the copy is poorly written, does not hold the visitor’s attention and does not promote your products and services well visitors are likely to exit your website without making a purchase. Conversely, if the copy on your website is well written, engages the reader and promotes the products and services you offer the visitor is more likely to investigate the website further to learn more about the products and services and may make a purchase. The content of your website will be one of the aspects of the website, which is first noticed by visitors, so it is important for this content to be well written.

Well written sales copy can also be very persuasive and may compel visitors to the website to purchase the products or services offered on the website. This is important especially if the main purpose of the website is to sell the products or services. The sales copy should accurately describe the products or services offered, stress the importance of these products and services and compel the visitor to make a purchase. All of this should be done without appearing to be blatantly advertising the products and services. Writing this type of copy can be quite complicated and typically requires hiring a sales copywriter who is experienced and skilled at writing this type of informative and persuasive content. Sales copy written by an amateur or an inexperienced writer will not likely be as effective as copy written by a professional with a great deal of experience in Internet marketing.

Finally, the content on your website is very important because it can greatly influence your search engine rankings. This is critical because high search engine rankings help your business to reach a considerably larger audience. Internet users are typically looking for information quickly and want immediate results to their inquiries. Search engines understand this profile and write complicated algorithms which help them to supply the most relevant websites when a user searches for a specific word or phrase. This is important to business owners because Internet users realize the value of search engines and are likely to only visit websites which rank well in the search engines. This includes websites which rank on the first page or two of search results. Your business might sell football jerseys and you may have a well-designed website, a superior inventory and excellent prices but if your website does not rank well in search engines you are missing out on a great deal of free advertising. If your website lands on the third page or lower most visitors who search for relevant terms will not likely visit your website because they will have found what they were looking for on earlier pages. This is where the content on your website becomes important. Websites containing content which has been optimized for keywords will likely rank well with search engines. Hiring a writer skilled in writing optimized content can help to improve your search engine rankings so you can reach more potential customers.

About the Author:

Lori Johnston is the President and founder of Allied Exchange, a consulting and professional services agency, specializing in Sales Enablement, Performance, and Process Transformation.  She helps businesses with changes that are needed to activate sustainable and accelerated growth.

Throughout her professional sales career, with over 20 years of experience, she has been enabling the growth of successful teams and organizations. Her goal is to share her extensive knowledge and expertise with small businesses that are in search of fresh ideas and new perspectives to achieve their growth goals.

Lori is a member of the Project Management Institute (PMI) and Women in Technology (WITI). She is an ‘Innovative Member’ of the International Association of Women (IAW), Group ‘President’ of The Leaders Club of the Inland Empire, and the ‘Greater Los Angeles Chapter President’ for The National Association of Women Sales Professionals (NAWSP). Visit https://Allied.Exchange or email lori.johnston@alliedexch.com

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