WEB CONTENT STRATEGY RAISES CONVERSION AND ROI

Have you ever been to a website and couldn't find what you were looking for?

Or the search engines gave you a page of results but none of them seemed relevant to what you were after?

If you want to get a high conversion rate (changing visitors to customers) and return on your investment from your website, your web content must provide what your visitors are looking for - fast.

Consider these scenarios:

A visitor is searching for something specific. She's never heard of your company, but you come up on the search results. She figures that as you have done well in the search results, she should check out your website.

What is the visitor experience? As she lands on your home page she realizes you don't have the web content and information she's looking for. The design is not great and the ‘Why am I here' and ‘What's in this for me?' is just not there. She makes a mental note not to come back.

How this affects your brand: Although this visitor didn't have any knowledge about you prior to coming to your site, she went from feeling neutral to a negative image of the company in just a few seconds.

Here is another one:

This time the visitor does know your name and has heard you are a player in this field. She assumes your web content will have what she is looking for. She types in wwww.yourcompany.com and lands on your home page.

Visitor Experience: Oh, oh. She feels like she just walked into a maze. She wonders where this good web content is that she expected – she knows it must be on here somewhere. Should she go to this link? Or maybe that one? Hmmm, she muses. I guess they are not such major players after all. They don't have the relevant stuff right on their website. Let me go to another site. Click! She's gone.

How this affects your brand: Though this is not as bad as the first one, it certainly did nothing to improve your brand. When your website does not immediately meet your visitor's content needs you lose them right off the home page.

Most business websites lose 56% of their visitors from the home page and 80% within three clicks because the web content is not based on researched keywords and it is laid out in a confusing way. And your competition is just one click away!

Now consider this scenario:

A visitor comes to your site – either via a search engine or by typing in your web address. He is looking for something and hopes to find it on your website.

Visitor Experience: Ahhhhh! A well designed site with good content and simple, clear navigation. He feels like he walked into a business where everything is sign posted and clear. He knows exactly where to go. The content directs his attention to targeted and interesting information. He clicks on the links, finds the sign up form for your newsletter and happily fills it in and clicks submit. He bookmarks your site because it has such a wealth of interesting content.

How this affects your brand: Brand loyalty is being built, click-by-click. You delivered what he wanted. Everything from the graphics to the content gave him the experience he expected. Your site was relevant, useful and engaging.

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