The #1 goal of your website is to capture and retain your visitor’s interest. You also need to capture and maintain the interest of the Search engines. Think of it this way. A book with a few pages may capture your interest for a few moments. You absorb the content and move on. A book with a thousand pages may engage you for a more extended period. In the case of a reference book, you may regularly return.
Yours (and our) mission is to create enough depth to capture your audience’s attention and ultimately have them continue to refer back. Using the same book analogy, if you continue adding more ‘books,’ hopefully, these add real value and attract more interest.
Everyone is inundated with a constant flow of information daily. With this continual stream flowing into your inbox and browser, visitors can become deafened to your company or your pitch.
It’s also a fact that conversion to action requires multiple visits to your site. If you have little depth of content, a visitor will lose interest and never return. One page of information will not keep people coming back to review your site. If you’re expecting a one-shot event to strike gold, that’s also unlikely, particularly if you offer a higher-priced product or service.
Quality matters
Excellent content is essential to convince a visitor and the search engines that you’re relevant and have some subject matter authority. Search engines will rank sites higher when content and pages are updated regularly. Writing content pertinent to users’ keywords and questions will lead to an engaged and interested audience.
The keys to making exciting and valuable content include:
- Error-free content
- Well structured and organized with a table of contents
- It’s optimized to the terms and phrases that users are actively searching for
- It is interesting to read and engages the reader. You have created information that users would pass along to others because of its value.
Trust in Web Content Leads to Visitor Confidence
One of the first items we look for in a quality website is the depth and frequency of content – both on pages and in the blog. Keeping an active blog with high-quality articles is one of the best things a company can do to build trust and confidence.
But it takes more than sheer content. We believe it’s essential to bring your perspectives to the subject. What sets you apart on this topic? If you are rehashing information found on other sites, you’re a commodity.
If a company is searching for service X, why should they pick you? It’s going to take more than saying “we’re the best.” Prove it. Where do your site pages explain why you are their ideal resource?
When we begin a content project, we consider how the page will be evaluated by both the audience AND the search engines. Does it answer critical questions asked by the company’s audience? Does it provide enough depth and quality? The writing process must include considerations of important SEO factors.
Jambo Digital specializes in content development for small businesses. We realize the time constraints of running a business and managing operations. Most small companies don’t have the staff or expertise to write content that will appeal to the site visitor or the search engines.
