Writing unique, and readable, content for your website.
Firstly, let us remind ourselves why you had your shiny new website built. It was to gain you more prospect and ultimately clients and customers. Not to tell the world about how long your company has been in business, or what the Managing Director’s interests are, but to sell, Pure and simple. The text on the front page, or landing page, of your website is a very big part of the key to this. It needs to appeal to two very different, but equally important, set of readers. The first set of readers, who will see your website before any of your prospects and customers, are the search engine’s spiders and bots, the virtual scouts for Google, MSN, Yahoo and the other search engines. These guys come and look at each new website when it appears and ‘read’ the text, noting how relevant and appropriate it is. They use this information to gauge how the keywords you have chosen and the text on your web pages match up, which in turn, tells them how relevant your site will be for anyone searching on those keywords. So it is vital that you ensure that the content of your site accurately reflects your keywords and demonstrates to the search engines that you haven’t just chosen keywords at random that bear little or no relation to your content.
The second set of readers are the humans. The people who have just ‘Googled’ you and are now looking at your page, hoping that it offers the service or products that Google said it did. You need to ensure that not only is the site readable by the search engines, but also by the people who the search engines deliver to you. In this respect, the content should follow the same principles as any other piece of sales or marketing literature you put out there. It should grab the readers Attention, cultivate and build on the Interest, nurture a Desire and finally give them a call to Action. This requires expertise. Getting the front page content of your website right can make, or break, your website’s impact on both the search engines and the humans you want to buy from you. Getting it wrong is a bit like throwing all your company’s brochures in the bin. Getting it right however, can massively increase your website traffic, your level of enquiries and ultimately, your profits.
Pete Arkwright
This article is sponsored by Quick Sale Houses an organisation that will help you sell your home after a divorce
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