Generate New Business with Professional Content Writing
Business owners that want to be on page 1 of the search engine results page often get involved in paying for Google AdWords to bump up ranking, but may not have considered the importance of organic SEO, which is based not on paid advertising, but is related to your website content, blogs, articles, press releases, photos and video content, as well as linking.
A hint for those that are concerned about ranking: rather than waiting until you have tried everything else, get your website content reviewed and updated as your first effort. Professional content writers vary in how much they know about organic SEO, and how to craft content that is engaging, unique and matches your brand, but is written to make the most of organic search results. Professional content writing takes a high level of skill as a writer, as well as ongoing research to stay ahead of the curve with regard to SEO.
Beyond the technical issues involved in using common search terms, a common problem is that is that the content on a site fails to answer a reader’s questions, provide any relevant information, or is boring or unreadable. This actually drives away potential customers.
Put yourself in the position of the reader. That person is searching for a service or product – something your business provides. The person clicks on your link on the Google search page and finds nothing of value and leaves to search further, or finds content is friendly, interesting, appealing and unique, that answers the question posed by the reader. You now have a potential customer who will search further through your site. Only a professional content writer has the skills and dedication to keep abreast of the ongoing changes, including Google updates that will impact your ranking.
Technical issues such as page load times and mobile search are also more important than in the past, as many potential customers are searching for a business on a phone or tablet, frequently while en route and ready to buy.
People have become very sophisticated in online searching. Bad content or clumsy sites that don’t load quickly or are not easy to work with are shunned. You have a reader’s attention for about 2 seconds. You must make those seconds count if you hope to get leads and contacts from your website.
Some business owners don’t even realize the power of this marketing tool. They just think they need a website. Although that is true, as a few customers will search for your company by name, there are thousands of others that searching for your products or services – and your website could be wasted as an opportunity to reach out to new customers.
There are various technical tricks that will make your site function better. One function that cannot be automated is your content. Your content must communicate, answer questions, and make your business more appealing than your competition. If you have the same general tone and wording as your competitors, you just lost the battle. What about your company makes it different? It is important to avoid using worn-out phrases that don’t communicate the unique human story behind your business.
Social media hubs are where information is shared. Do you know what people are saying about your business, whether positive or negative? As word of mouth is the most effective form of promotion, if you don’t keep an eye on what is being said about your company, you will not know why your business dropped off – and it can happen fast.
For example, a customer posts a comment that he or she got food poisoning after being at a specific restaurant. True or untrue, that restaurant can expect far fewer customers in the upcoming weeks. The comment may even have been posted by a competitor. To address this ongoing issue, it is vital that you keep a close eye on local search sites and comments made about your enterprise, and that you continue to post positive articles and stories, or you will be stuck with that one bad review driving away business for months.
Need your content reviewed by a professional content writing firm? Contact Creative WordCraft, Inc. We are happy to rewrite existing content, add content or new pages to your site, take over your blog posts and social media postings, or create articles, press releases and any other written content.