A new or redesigned website doesn’t just need to be attractive, usable, practical, and responsive—it needs to provide clear, straightforward information about the businesses’ services, information about the business itself, and convey a sense of authority so users feel they can rely on the business for information about their product or industry.
The Basic Copy
A website does this in a couple of ways. First, consider the basic copy. Content that is sloppily written, with excess or imprecise language, misspellings, or grammatical errors, is the first red flag readers notice—and it’s one of the easiest to avoid. After all, you want your reader to continue browsing your site for as long as possible. Unfortunately, many consumers will leave the site after finding a second or third error, because they’ve begun to be concerned that if your business can’t manage correct spelling and grammar, incorrect information about your product or service may also be present.
The second part of well-written content is the message itself. Grammar and mechanics are easy to fix if errors are present, but the content is where your expert knowledge, perhaps with the help of a professional writer, comes in to play.
For example, when visiting a new site, a user may first go to the “About Us” section. The information contained in the “About Us” section shouldn’t just function as a biography of the owners or a history of the company. Instead, purposefully chosen information can immediately instill in the reader a sense of trust. Instead of providing the minimum number of details, developing a narrative about the company, its founders, its mission, and the ways in which it is moving toward the future can go a long way toward helping your customers identify with who you are and what you do. Why waste the opportunity?
Much of the content above is semi-static, that is, it won’t change very often. But there is a third area of content—dynamic content. This type of content is usually on a blog, which will be updated every month, every week, or maybe even every day. Blog posts are no longer journal-type entries, though those may be used occasionally. Instead, blog posts have become more like proper articles. They are generally longer (from 500-1000 words) and are often written from an expert’s perspective.
When you take combine the need for regular blogging to increase SEO and share information with the need for accurate, well-developed copy on the rest of the site, you’re looking at a lot of words. All that content has to come from somewhere. Your web designer will, ideally, work with a professional writer to create a usable design and fill it in with content that’s solid. Though content marketing is much more complex than just a good website, that’s the first place a consumer will often be exposed to your web marketing.
1. Well-written content provides real value to your customers:
A new visitor/consumer comes to your website. They peruse the “About Us” page, look at the products or services you offer, and find everything well-written and proofread. Your blog functions not as an attempt to sell them something, but as a real effort to provide information that will help them.
2. That well-written content builds brand authority:
When your brand name comes up in conversation or when the consumer sees your brand in other marketing campaigns, they acknowledge your brand as an authority in the industry, one that’s genuinely trying to provide as much assistance as possible.
3. That authority builds brand trust:
When a question comes up regarding a related service or product, the consumer trusts that the information provided by the authority (your business) is accurate. When it’s time to make a purchase decision, the consumer remembers your company as a reputable one whom they would trust to provide not only strong information, but a solid product or service.
For just a moment, imagine this went another direction—a new consumer visits your site, finds spelling or grammatical errors, or finds a blog that hasn’t been updated in a year, even though you’re supposed to be an expert in your field. Worse, maybe your website doesn’t have any information about who you are and doesn’t take any steps to help the consumer feel comfortable with what you provide. What do you think the chances are they’ll stick around long enough to do business with you?
If you have any questions about content or content marketing, web design, or how a web designer can help you navigate these important issues, contact CloudZen Designs. We can schedule an analysis of your site, whether you need a new website, a website redesign, or content help.