Good content is what sets your website apart from the masses and delivers the right message into the hearts and minds of your customers. The success of your website is determined primarily by its content. Ultimately, content wins the wallets of your customers. All other components of your website (design, visuals, videos, etc.) provide a secondary support role. If you have effective taglines, great design will only enhance their effectiveness. Design itself does not sell.
The content of your website should always begin with proper market research. First, you should determine your high value customers (HVC) and define personas for your website. Then you should determine how you will target them. Taglines and slogans that are customer-centric (i.e., focuses on the needs and wants of the customer) are essential to capturing the attention of your prospective customers. Your taglines must deliver a clear value proposition and include an effective call to action.
The key to a successful website is having clear, relevant and keyword-rich content that delivers the right message with power and conviction. The content on your website should target your audience, engage them and persuade them to take action.
PICTURES ARE WORTH A THOUSAND WORDS
In web design, this is particularly the case, as first impressions are most important. Statistics show that your website typically has between one and five seconds to retain your website visitor . This is hardly enough time to read and process any content. This means that you have to find additional methods to retain the visitor’s attention or lose them to another website.
This is where the design and appearance of your website is relevant. It creates the first impression, captures the attention and engages your visitor to read and process your taglines, dive into your website and ultimately help to make purchasing decisions with confidence.
Effective design works in harmony with your copy; it supports your messaging, strengthens it and delivers it in a visual, easy-to-process manner, allowing your customers to connect with your website on a deeper level. Good design also reinforces your company’s brand and facilitates purchasing decisions. The design must work in tandem with your branding and content in order to emphasize your strengths and core business values, and ultimately direct users to take action. Make sure to follow some of the current web design trends.
Effective web design is more than just an aesthetically pleasing website. Professional web designers must factor in all design aspects, from the psychology of color and screen resolution to accessibility requirements and typography, in order to engage, excite and inspire. Challenge your web designers, and ask them to explain the rationale of the designs they promote. Don’t be afraid to ask questions.
WHAT ARE THE BENEFITS OF GOOD CONTENT
One of the benefits of publishing good content is that it will increase the number of people who find your website through search engines. Search engines love content, especially frequently updated content, and if you want to get people to your site, it’s important to provide content that people want to see. Similarly, a search engine’s job is to find content for their customers. Consider the following: How many pages do you have detailing your company’s products and services on your website? You probably have a limited number. In a blog, for example, you can add fresh, relevant content virtually every day. Every additional page of content is potentially a new entry point (landing page) for your website.
Many companies seek close relationships with their customers. It is wise to post relevant and useful information on your website in the form of blog posts, articles or whitepapers. This provides prospective customers to see you as an expert in your industry and be more inclined to conduct business with you. When you use content marketing, you establish trusted lines of communication with your customers and build credibility in the process.