Why Quality Content Matters for a Successful, Profitable Website
Many, many elements go into putting together a successful and profitable website. From a web designer’s point of view, a polished appearance and excellent ease of use may be the prime considerations, but in many respects these ingredients are just the icing on the cake. High-quality content can be the factor that turns an average website into a winner. Why is strong content so important?
Let’s take Expedia and GoDaddy as examples. These websites aren’t content to simply provide a service (i.e. booking hotels or registering domains). They have thousands of informational pages that make sure their customers have answers to nearly every question they can possibly have.
They also give out promo codes to entice readers to book with them. That’s right: they’d rather have you pay less than buy from one of their competitors:
The average web user is a fickle being. If they land on your site only to find poorly written, error-strewn content, they will usually be gone as quickly as they arrived. First impressions count, and high-quality content will project a professional image and sow the seeds of trust in a visitor’s mind.
Content also plays a vital role in the sales process once your visitor has been convinced to stick around for a while. Although providing a great product at a competitive price is half the battle, it’s your content that gives you the opportunity to nudge a visitor toward being a customer. Even non-commercial content can help convince a potential shopper that they’ve found what they’re looking for, but if you take the time to introduce carefully crafted marketing messages into your copy, you can expect sales to flow much more freely.
Remember what we said about GoDaddy. If you have trouble with your web hosting, WordPress or whatever, there’s a massive knowledge-base you can check to get answers to your problems.
Reduces Customer Doubts
High quality content can also boost sales through a more subtle process. Any degree of doubt can stop a visitor from making a shopping decision, and your website content can help bolster their confidence by preemptively answering any questions they may have, without the sales-killing delays that an email exchange would involve. When executed properly, comprehensive content can greatly reduce the uncertainties and doubts that get in the way of conversions.
Reduces Support Costs
Even after the sale has been made, properly formulated content can still play a vital role. By providing in-depth information on your product or service, you have a ready-made resource to use during customer support. For example, pointing a customer to the relevant sections of a comprehensive FAQs section is much quicker and easier than answering each query individually.
Also, good content can reduce the support burden by fully qualifying a customer before they buy. Website copy which accurately and completely describes your product will reduce the chances of customers buying under a false impression, and then requiring support to make sense of their purchase.
Lastly, strong content can be a powerful driver of traffic. Search engines are extremely fond of unique, well-written copy, and all else being equal, a site with excellent content will tend to rank higher than one composed purely of images and sparse, dry product information.
Also, the more relevant material your site plays host to, the more scope there is to attract visitors through a wider range of search queries. Excellent content can also build traffic through social media, harnessing the power of sharing to put your brand in front of an almost unlimited number of potential customers.
A successful website needs to get a lot of things right if it’s to rise above the ranks of the mediocre. While glossy design and attractive images are of course important, it’s the textual component that can make the greatest impact. Is your website content working well enough for you?