Do I Need Written Content on my Website?

Yes, your business depends on it.

Well-written content is the engine that drives your website and the benefits are far-reaching. However, it is important to remember why you have a website in the first place. Even if most of your customers are just down the street, more often than not, they will still regularly visit your website. Why? Because it provides the information they need at the exact moment they need it. Information such as:
  • What time does your business open or close?
  • Are there any current sales or promotions?
  • Can customers order online and pick up at the store?
Consumers will also refer to your website for comparison shopping and price checking. As for attracting new customers, well that goes without saying. A professional website can be your greatest business asset—one that works 24 hours a day, 365 days a year and constantly attracts new customers. Transforming your website into a marketing workhorse is simply a matter of providing it with some information to work with, in the form of written content.

6 reasons you need written content on your website

1. It helps your website get noticed -  In today’s crowded market you don’t want to spend your valuable time waiting to be found by potential customers, you have to go out and find them. This means being seen at the places they regularly hang out, which is online. Since the majority of people use Google to look things up, Google is one place you definitely want to be seen. Google’s mission has long been to “organize the world’s information and make it universally accessible and useful.” But in order for Google to organize and index your information, the information has to be out there. If your website is not making an appearance in search results chances are you do not have sufficient written content. Original, high-quality content is your big chance to get discovered. Content that is unique and useful to your customers will catch the attention of search engine bots, which will result in indexing opportunities that will ultimately get your site more exposure. Read more about search engine optimization in our article What is SEO?

2. People are looking for answers - Relevant written content serves a purpose, it provides answers. Consumers want to make informed decisions and research their purchases thoroughly before they buy. This is a prime opportunity for you to provide answers that relate to your products and services. These answers can come in the form of product comparisons, instructionals, user’s guides, case studies or dozens of other topics that speak directly to a consumer’s needs. What do you want to tell your audience? Read about more content ideas here. Relevant and useful content causes people, and Google, to take notice. It also opens up opportunities for links, which is another big plus for search engine ranking. Written content in an excellent way to show your expertise and become a trusted source of information—a source that people will remember and bookmark. An added bonus is that when they are ready to make a purchasing decision, it is you they will contact.

3. Words are searchable - While stunning images and entertaining videos can give your website an unforgettable first impression it is the words that get the attention of search engines. Keywords, key phrases, titles, and descriptions are what search engines look for. Higher search visibility through SEO is gained through relevant and authoritative content. Every piece of written content you publish is another opportunity to use keywords, which are a high priority for search engine indexing and ranking. However, just a word of caution here, do not write content around a keyword, write it around the information your customer wants and needs. Utilize Meta tags, title tags and descriptions for your keywords. Include written descriptions of your photos and videos as well.

4. It gives you more than one chance to make an impression - Consumers need a clear sense of what your company has to offer as soon as they land on your site. Remember, your landing page also serves as a target destination for your social media posts and PPC advertising. This is the most important piece of written content you can have. It is also your one shot at getting a second date. Break the ice with an interesting story that makes them want to know more. It does not have to be long, just enough to pique their interest. Follow through with  an offer they can’t refuse—an e-booklet, a helpful guide, a newsletter or a discount coupon—all for the simple exchange of their email address. Written content facilitates communication. Once you have an email address it is easy to stay in touch and become a familiar face, one that always has something interesting to share.

5. It keeps your website from becoming static - Every update you make to your website has the potential for interaction with visitors, customers, and search engines. This is important because a website that has nothing new to offer quickly loses it ranking and visibility— out of sight, out of mind. However, if you frequently update your website with high-quality content, a search engine is much more likely to stop by and check things out. Neighborly visits from a search engine are a good thing and can give your rankings a big boost. Fresh content that is current will also assure visitors that your business is alive and well.

6. Written content establishes trust - The more you write on a particular topic, the more your expertise is valued. People begin to trust what you say. The more they trust you, the more likely they are to make a purchase. In addition, providing engaging and thought-provoking content allows people to reflect on how the information applies to their own lives.
  • Share your story. Real-life stories are powerful.
  • Share your physical address. Let people know you have a brick and mortar store location. It is a small but important detail that inspires trust.
Writing original written content is the best way to drive traffic to your website and one that will continue to produce results, even when you are on vacation.