Now that you know how to set up your website, social media and your site is linked to from important niche directories, we need to discuss your on-site content i.e. the content within your website. We will work on blog-writing, profile descriptions and social media posts in different sections. For this blog, I want to dedicate our focus in understanding what good content for on-site (within your website) means.
Generally most people write on-site content different than blogs. They are directed towards the target audience. They tend to have a “sales-pitch” kind of a tone.
My recommendation for writing good on-site content for your product/s and service/s is to start with your core value proposition (why you are different than the rest and why your products and services have a slightly higher value than the competition). Although you really want to convince your audience, but the more you try, the worse it gets, so the best practice is to be precise.
By being precise, you are going to keep the content focused, brief and conclusive. The rest now depends on your readers. If you do not have a unique value proposition, it means you are selling something that has “low-value”, this simply means that you may have to re-think your entire line-up of product/service packages, inclusions, price etc..
“This is exactly the problem with Internet Marketing. While it opens a wide opportunity for small and medium sized businesses to grow fast, it rears an ugly second face to it as well i.e. if you are not unique, you will have to fall in line with all the other mediocre businesses with mediocre values”
We did not make the rules, the world generally works that way and there is no way to bend around this one. It only makes perfect sense to do internet marketing when you have a truly unique experience to give to your audience.
Now, that you have something of value to give to your readers, you will need to “generate” your content to be focused on the core essence of the products and services and their unique value propositions. I say “generate” and not write, because your site content can be richer if you use different formats i.e. text, graphics, videos, slides etc
According to Googles Guidelines, here are 4 ways to create good content.
Basic Business information
Make sure your website has all the needful information needed. Some of the basics are location and contact information.
Just because words are written differently, doesn`t mean that you have unique copy. Unique copy means that you have something to offer from a slightly different perspective than the others to your readers
Make your website credible by having testimonials, citation links, case studies and reviews. This type of content also helps to convert people to buy products and services.
The Human Audience
Do not attempt to write for Search Engines, as that will not look impressive to the human audience. The only thing you need to write for the Search Engines are the meta data i.e. meta description, meta title, meta keywords and so on. After that, you should only think about people on the other side of the monitor.