Recently someone asked me a question I’ve heard a thousand times before. And it’s likely I’ll here it a thousand more:
“What’s the key to attracting visitors to my website and turning them into loyal, paying customers?”
I usually pause, look at the ground for a moment, and chuckle. As if there were some secret ingredient that would suddenly make their website a “winner.” Now, obviously there are a million things you can do to attract visitors. You can hire an SEO professional to work some website magic. You can put together a PPC campaign. You can engage potential and past clients on various social media platforms…
But when I sat down to write this post and was pondering the question that is posed so often, I remembered the article I wrote last week. And I realized—it answered the question for me. Not directly of course, but after rereading my own words, there it was, sticking out at me like a sore thumb.
The answer is simple. Quality content is the primary ingredient to a successful website.
Now here’s where you say, “but I have quality content and my website is still sucking!”
But do you? What makes you think you have quality content? Well, I’d have to write a book to adequately answer the question, but here are a few key tips:
- Quality content speaks to the right people. For instance, if you’re a lawyer, your content shouldn’t speak to other lawyers. After all, they aren’t the ones paying for your services, are they? Let’s face it—if you’re a DWI lawyer, you’re talking to people who might be drunk driving. If you’re a bankruptcy lawyer, you’re talking to people in up to their ears in debt. And so on. So in this case, quality content doesn’t mean scholarly content. See the difference?
- Quality content is fresh content. Content considered quality 3 years ago is no longer quality content. Why? It’s outdated. The thing is, everyone wants to see something new and fresh. Your website visitors want new information—different information. The search engines want to see fresh content to rank you higher. And the more fresh content you generate, the more chances you have for Google to pick you up and carry you up that search ranking ladder.
- Quality content attacks old issues in different manners. Anyone can look at someone else’s blog post and spin their words enough to reuse it on their own site. It doesn’t take a genius. In fact, it doesn’t even take a good writer. But who wants to read the same old stuff on 10 different sites with a few words changed here and there? On the other hand, there are only a certain number of issues out there for you to talk about. So how do you produce quality content if there is nothing left to talk about? You get creative and try and hit the issue from a new angle.
Of course, not everyone is skilled enough to produce quality content on a regular basis. That’s why you hire a professional to do it for you!
Now remember, I said quality content is the key ingredient. But it’s not the only ingredient. There’s more to it than all that, but if I had to break it down to one thing—content would be it. What do you think?
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Mon, September 26, 2011
by Brian Waraksa filed under