Website Content that Works
Anyone can crank up Microsoft Word and write the content for their website. It’s true. Just like anyone can crank up their sedan and take it out to some trails for a little off-roading (my friend did it in a ’65 Mercedes-Benz S-Class). But just like your car would likely spin its tires and go nowhere, your content is unlikely to be as effective as it could be at getting people to buy your product or service.
Effective Website Content
I don’t want to sound like I’ve got an ax to grind but the craft of copywriting is undervalued. It is as much art as it is science *grind grind*. Your site’s content has to accomplish a whole bunch of goals like SEO, customer conversion, grammatical consistency, brand voice, technical instruction, and more. Unless you happen to get incredibly lucky it is virtually impossible for your website’s content to do all of that if it was not written by a pro.
Your content carries a weight on its shoulders that must be supported by the discipline of a professional writer.
You Need to Blog and Other Obvious Advise
“I don’t have anything to write about,” and “I don’t have time” are the cries of business owners stretched to the max. Writing blogs is essential not only for your site’s SEO performance (Google loves fresh content!) but also for social media and online content marketing. Long-form content like blogs has been shown time and again to be one of the most effective forms of digital marketing.
But blogging takes a lot of time, creativity, and effort. For many business owners there are other projects on their plate and it’s only at the end of the day, when they’re worn out and exhausted, that they may have time to write a blog.
I can help you build a brand voice, develop an editorial calendar, and start hammering out these precious gems of lead generation in no time.
What is Brand Voice?
I think about each of my clients as a character in a book. Every person and, by extension, their business, has unique and defining characteristics that make them who they are. For example, the actual sound of your voice is pretty unique to you or you may walk with a gait that is all your own. Similarly, your website and marketing content need to have that kind of singular cadence that reflects the culture of your company, your personality, and your values as a person.
Social Media Strategy
I’m always surprised when businesses don’t have social media profiles on at least Twitter and Facebook. It’s free marketing! But it takes work, skill, a defined strategy, and sometimes a little luck.
Some businesses think that their particular industry doesn’t lend itself to social media. Wrong. No matter how boring you think your business is there is always opportunity to boost customer engagement and acquisition with social media. I’ve worked with a lot of clients in the heating and air conditioning industries which aren’t that exciting to the average Twitter user. But what many businesses fail to realize is that social media is about socializing and every office has a particular culture that you can express through your social media accounts. Have a birthday in the office coming up? Take pictures. Throwing a holiday party? Take pictures! Contests, animated GIFs, videos, office pranks, coffee runs, lunch orders: this is how your customers socialize with your business and it is a virtual goldmine of potential leads.
Need Community Management?
If your brand or company has a community of customers, clients, and users then you’re likely well aware that these people represent the foundation of your business and the key to your success moving forward. Communities of people get things done, change things, progress ideas, and are the engine of change. You need to nurture that community and treat it well. But you need to do it in a way that is consistent with your brand’s voice and your culture. I’ve witnessed first hand what happens when brands don’t pay attention and respect their community of fans. It’s not pretty!
What Do You Do Now?
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