It is no secret that content is king when building a strong small business website. We hear it over and over and it is proven again and again. So what to do?
Write. Write. Write.
We know it might not be fun to sit down and write about a specific topic day after day. However, in order to populate a website with content a certain amount of writing is required. This is why blog-type (i.e. WordPress) websites are so popular today – and search engines love them. Some bloggers are publishing information every day. Day after day. Sometimes more than once in a day. Obviously, you want to find a realistic balance.
If your business activities generate a large amount of information or media, then it is likely that generating content is quite easy for you. And, you should ‘go with it’. What you do not want to do is generate a large amount of content at the launch of your website then drop off soon after.
Where the value lies is in a steady stream of content that continues to build a body of knowledge within your website, and keeps the search engines busy updating their index of your website.
Additionally, and as important, attracting and keeping potential customers to your website and reading what you have new to say. The idea is that those users will link to your content (recommending you) from their website (if they have one) or one of their social media accounts. Your content should be part of who you and your business are. The information you can provide is valuable to many individuals that are out there looking around the internet.
This has the potential of bringing in additional traffic. The benefit of this traffic is that they are considering your content as ‘trusted’ since it was posted or linked to by someone in their network.
If the content is applicable to the user’s needs, they tend to stick around. Or, even better explore your website further and possibly engage in a sale.
Keeping a steady stream of ‘compelling content’ is one of the most important aspects in building an effective web strategy. So, take the time and invest it in your business.