You know how to draw visitors to your website. Now, you need to learn how to convert…
By which we mean the proverbial horse you bring to the water. Regular readers of this blog may be well aware of our recurrent rant about providing good content. Good content is of course, the foundation for the success of any website. But the definition of success goes beyond the concept of bringing in vast droves of traffic or attaining a respectable page rank. In many cases, websites are setup for garnering online business and it is crucial that the SEO techniques that are used on websites translate into business as well.
Search Engine Optimization is often understood as helping your website gain conspicuousness in the web world so as to bring in more business. Increase in traffic would definitely help with that but one also has to take note of how much of the traffic translates into business. Your content may attract hordes of visitors but the optimization that you were looking for goes to waste if the content in your websites doesn’t convince them to engage in a business with you.
After all, your investments requite an action from your visitors. The content has to be persuasive enough that a significant percentage of the traffic translates to business opportunities. It would be unreasonable to expect all your visitors to have business needs, but there are some qualities you can bring to your content can help you attract the right kind of visitors and persuade your existing traffic to engage in business with you.
Solutions They Never Knew They Needed
To propound the belief that Steve Jobs espoused, you shouldn’t provide your clients what they need. Rather you should provide solutions or services that they didn’t know they needed. This may not be the case with what you offer. But this is the impression that your content should make; that your services are much more innovative than those that exist in the market.
This not duping your clients. You can surely make your clients think that they have a need that only you can fulfil. If anything, this is a shrewd business tactic. Besides, it wouldn’t be anything that you can’t fulfil (And it shouldn’t be. That really would be duping) or they don’t need. This would a tactic that would be really relevant to the often mundane technical writing industry. The content service industry too can take note of this rule since they have a lot more liberty to be creative.
Relevance In A World Of Online Fluff
Providing relevant content on the page that the visitors are logging into is exactly what clients will be looking for. Providing content that is entertaining as well as relevant to what they are looking for. Content that pertains to what they seek in interest and lifestyle. Lifestyle too is an important part of it since it will, in turn; make their potential clients aware that your business is accommodating with their lifestyle too.
Timeliness Or Regular Updation Of Content
The content should be constantly updated with their current needs. Any business needs should be kept updated with the prevalent needs and erstwhile trends in the business environment. Since the business keeps evolving with time it is only business prudence that the content with which you intend to persuade your audience addresses the points that your clients are concerned about.
In order to have an edge over your competitors, you need to be updated with the latest fads in your business (On which note, you have to concede that most creative writing pieces strike the right chord with contemporary references). The more your website reflects the advantages that your clients can get over competitors, the more likely you are to snag their projects.
Setting Yourself Apart And Leading The Business
The content should be able to provide a brand identity to your business. This should be one of the primary dictums while formulating your content. The content should endeavour to set you apart from the rest of your competitors. It should try to present your services in a fashion that makes believe that your services are distinct from that of your competitors. Content for the web exists in a variety of forms, so getting creative with various formats so you have the liberty to dabble with a variety of ideas. Seeking outside help for innovative SEO content may seem like an expensive investment but it can hardly compare to the business a distinct brand identity will fetch you.
This too is one of the tactics by which a business can thrive. While you may provide almost similar services to your client, a brand identity will up your demand and in some cases if your content and services are really unique, chances are that the business will be synonymous with your brand.