Any person who has ever shopped retail knows that reassuring feeling when you’re greeted at the door by a friendly, not-too-pushy salesperson. They take the time to answer your questions, help you find what you’re looking for and make you feel welcome in their business. This has become an integral part of all companies who deal with customers face-to-face, but how does this translate online?
The answer: Content Marketing.
Poor copy on your company website can have the same effect as shopping at a store without any employees in it: your customer’s going to struggle to find what they came for and go somewhere else. Think about it. Nobody likes going un-helped. That’s why it’s important to make sure your content is engaging, original and fresh. You want your browsers to feel welcome, to understand your services clearly and to navigate your site with ease. Basically, your content serves as that friendly retail employee that greets you at the door. It should say just enough to keep your customers browsing, but not so much that they turn and beat-feet out of there. Just as a longwinded, overly talkative salesperson drives customers away, overly wordy and lengthy copy will too. Customers are turned off by long copy, especially on your home page. I mean, who has the time to sit there and read a novel on your homepage? That’s why it’s important to do your best to summarize your services with a brief, concise paragraph. If the customer wants to know more, place a lengthier description deeper in your site. If your short copy is doing its job, you’ll drive browsers to the more in-depth content easily, and eventually make a customer out of them.
Of course, writing isn’t an easy job. Gene Fowler, a one-time successful journalist, once said, “Writing is easy: All you do is sit staring at a blank piece of paper until the drops of blood form on your forehead.” This doesn’t sound like the kind of job you can trust to just anyone, especially when the fate of your business is on the line. That’s why you need an expert. Fortunately there are platforms on the Web, like WriterAccess, that connect businesses to professional writers to create content on demand at an affordable rate. With services like these, the online marketplace is becoming stronger by the day.
How has fresh content helped your business?