Why You Really Need (a) Content
What is the first thing you look at when you visit a website? Is it the visual aspect? Is it the code? Or is it the content? If you’re like most people, you fall in the former categories, i.e, those who glance at the visual aspect and the textual content. I say glance because most people do just that when they visit a website; they simply take a quick scan over a website and if they find what they’re looking for, they might stay longer. If they don’t, they will look elsewhere.
Many business owners worry about making their company website look as beautiful as possible without paying proper attention to its content. True, beautiful looks can sell. But ask yourself, “Will I just stay with someone for his / her gorgeous face or sculpted body?” Some will certainly stay, but most people look for something deeper than just good looking at a partner. The same applies in the real-life, for choosing a company to work for, among the hundreds and thousands of companies available out there. How can a company attract customers other than the most powerful drug ever used by humankind?
The written word!
You cannot sell if your message is not clear, no matter how beautiful your website may look. Why?
Good and clear content helps you clarify your message
CEO of StoryBrand, says “If you confuse, you lose.” Scan the entire content of your website and circle all the business jargon words used. Place yourself in the shoes of the customer. If the wording confuses you, remove or replace it with something simpler vocabulary. Customers who come to your website shouldn’t burn calories in figuring out what your company is all about. Instead of saying, “We help you increase your ROI and the metrics that matter,” you could say, “we help you make more money.” It’s a brilliant and straightforward way how to build a personal dialogue with your audience.
Great content will help you have more visitors to your website
The design itself doesn’t sell. But, outstanding content does. The more remarkable content you produce, the larger audience will visit your website. And if your content speaks to the audience in simple and clear language, they will trust and be loyal to you. It’s just like a relationship; you can’t possibly ask someone to marry you if they aren’t committed to you and vice versa. People will visit your website and stay longer only if the content you share is relevant to them, simple, topical, and straightforward.
Clear content helps you sell more
Commitment isn’t enough; you want the other person actually to say ‘yes to your marriage proposal. Similarly, you want people to be motivated to hit that “Buy now” button. However, before personas do that, they will ask themselves, “do I trust this company?” and “how can this company help me improve my life or problem?” If your content helps them answer these two burning questions, you’re a step closer to selling your product or service.
Therefore, before complaining about the unmotivated audience not willing to purchase your products or services, ask yourself one question: “Is the content on my website relevant, clear, and simple?” The rest will fall into the right place.
