Is Your Website Content A Hot Mess? 3 Tips To Fix It Fast
I see it all the time. It’s not pretty. Business owners contact me to ask if I can write compelling, thought-provoking blog posts to promote their website. “Oh sure,” I say. Then I typically follow it with a question: “Can you give me your company’s website address so that I can see the tone you’ve established?” At least 50% of the time, the content on those websites is a disaster. In many cases, the coding and links are also a mess, but that’s a story for another day.
In these cases, I have to be delicate. On the one hand, I don’t want to tell a site owner that their content stinks. On the other hand, the job that they want to hire me for is essentially meaningless if I don’t help them to understand the bigger problem. Before I will even consider writing blog posts, I work with the business owner to repair the website content.
Website Content Is The Most Important Content You Have
Content marketing is essential for getting your site noticed. Blogging, submitting in article directories, and participating in social networks are all smart, useful techniques for generating traffic and building customer relationships. However, you must consider what you are promoting.
You can spend a lot of time, money, and energy getting people to visit your site, oftentimes with great success. If you leave them wanting when they get there, however, all you’ve done is thrown all of that effort away and possibly lost a customer for life. Poor website content is the quickest ticket to epic failure. So what do you do when you discover that your website content is nothing short of a hot mess? Follow these three tips:
- Spice it Up! Do you really want your website to look and feel like every other website out there in your niche? What’s the fun in that? Not only is it tired and bland, but your visitors aren’t going to appreciate it very much either. You should have language that makes a lasting impression on your visitors—something to set you apart from everyone else.
Take some time to figure out the voice of your company. If it were a person, how would it talk? Would it be upbeat, friendly, and quirky? Would it be calm, compassionate, and caring? This is the tone you should try to relate in the language of your website content. Don’t be afraid to go against the industry standard, as long as it represents your business. Sometimes, that’s all it takes to make a visitor excited about doing business with you.
- Check Your Grammar! Aside from being in poor taste, improper grammar makes your company look sloppy and uneducated. This is not the impression you want to give to anyone, whether it’s a first time visitor or returning customer. I realize that grammar doesn’t come naturally to everyone, but it’s importance cannot be minimized.
Pay special attention to commonly misused words. For example: They’re going over there to play with their new ball. They’re, there, and their each have very different meanings. One is a contraction, one is a location, and one is a possessive pronoun. While this is only one example, you should always keep your eyes open for similar mistakes. If you are ever in doubt, have someone help you edit your work.
- Keep Keywords Sensible! Yes, you need an effective keyword strategy in order to perform with the search engines. No, more is not always better. Choose a handful of relevant words and phrases to rank for, and insert them where they sound natural. Do not try to put a keyword in every sentence, or worse—two or three times per sentence. Not only is keyword stuffing annoying for your readers, it will also make Google frown upon your website.
Website content doesn’t change—at least not often. You may update it from time to time, but it’s essentially the story of who you are and what you offer as a company. It should be something that is written, rewritten, edited, and crafted into eloquently worded perfection. In fact, you shouldn’t even think about creating any additional content until this portion of your website is just right.
That may sound like strange advice for a content marketer to give, but it’s the truth. There is no blog post you can share and no press release that you can submit that is as vital to your conversion rates, and overall success, as the copy that you display on your website.