Your business’s growth and success depend largely on your online presence. AKA your consistency in your brand messaging and the strength of your website content.

There are so many components that go into creating an online presence that allows you to show up with confidence and stand out among your competitors. Today, we are honing in specifically on your website and why high-quality content is so important.

In the age of DIY, you can easily publish a website for your small business with many inexpensive platforms out there. While the cost might be nice, it is not the same as a high-quality website with specific goals, intentions, and proven processes to convert visitors into leads.

Each time a visitor lands on your website, you have SECONDS to determine whether they stay or leave.

At first glance, your audience must be able to answer these three questions.

• What do you offer?
• How will it make my life better?
• What action can I take to do business with you?

The quality and value of your content will shape their decision to stay on your page AND
whether they become a paying customer.

High-quality content will…

1. Position yourself as the expert and build trust with your audience.

Even if you have an extremely rare niche, competition for visitors still exists! By understanding your audience and what they want, your content can and should provide immense value to them – at no charge.

High-quality content seeks to build relationships with your audience by providing valuable, educational, or entertaining information. The relationships you build lay the foundation for building brand awareness and loyalty. In today’s world, clients expect consistent, high-quality content from their favorite brands. A great way to consistently provide your audience with fresh, valuable information is through blog posts on your website.

Valuable content will help you establish credibility, build trust, and position yourself as an expert thought leader in your industry.

2. Drive organic traffic to your website.

Strategic content writing is key to your business and directly affects how you show up online. Content that is relevant and engaging motivates your audience to stay on your page for longer, boosting your rankings on search engines. Ensuring that your website structure is easy to navigate and that your writing strategically incorporates keywords and backlinks will allow you to drive organic traffic to your website.

3. Engage your audience and improve your conversions.

High-quality content captures your audience’s attention by positioning them as the hero and your service as the support piece they need to heal their sharp pain.

The content you post influences conversions, facilitates discussions, sparks questions, and ignites passion. It allows your audience to connect with you and gives them the information needed to convert them to paying clients.

Once someone lands on the homepage of your website (in some cases, the only page), it is your chance to guide them through your content exactly how you want them to digest it. It should clearly state what you do and what you offer, taking the guesswork out of it. The harder your visitor has to think, the faster you will lose them. Including specific calls to action and highlighting how your offer will help solve their problems will ensure they never have to question their next step.

Before you can begin creating high-quality content, you first need to understand your target audience and everything about them – who they are, what they do, their sharp pain, and what keeps them up at night.

Once you have clearly defined your ideal audience, you can craft your message and story. Think about these questions as you do this…

• What is the SHARP pain they feel when they seek out your services?
• How will you help them resolve that pain?
• How are your services different and better than the rest?
• How would you like your brand to sound to your audience? (AKA, your brand voice and tone)

We suggest you choose your brand story and tell it often with clarity, intention, and purpose. It is, after all, this very story that will help you best relate to your ideal client and be the siren’s call that alerts them to the fact that you understand their journey, struggle, and pain and can directly help them navigate and succeed in the outcome.

If your message isn’t clear and you confuse the audience, you will lose them.

If it’s been more than 18 months since you’ve last given your website an update, now is the time to jump in and make sure it answers all these questions and that your message is clear. If not, it’s falling flat and costing you new leads.

If this all sounds like too much, and you’re not sure where to start, we’re here to help you!

Schedule a discovery call to discuss the opportunities available to make your website as powerful and authentic as you – with a clear and compelling message that CONVERTS!