Just yesterday, I was talking to the CEO of a leading web designing company from Gurgaon.
What came up tops in our discussion was the disregard that so many companies – who want to get a good looking website done – show for quality content.
“Content is something that we are not worried about. We can handle it.” This is the general feeling out there.
You see, so often companies invest tremendous resources trying to develop websites for a great user experience – fabulous homepage design, bright images, and state-of-the-art content management system.
Yet when it comes to the content itself, there’s often a big gap.
The end result is that the value proposition for website users can’t be delivered because the content is insufficient, inadequate, and inappropriate.
What happened to your promise?
If you run a website, or any offline business, you make a promise to your customer, prospect, or a visitor.
It’s the promise of treating him fairly. It’s the promise of providing him a remarkable experience whenever he deals with you.
While not many would appreciate, websites exist for this very reason – to provide a remarkable experience each time a visitor visits them.
But if your content is not up to the mark, that promise is broken. A website without quality content shouts out to its visitors, “I want you to give me something, but I am prepared to offer nothing in return.”
Sounds like a discouraging proposition (for the user), doesn’t it?
Writing quality content
A website that contains 25 quality articles on a specific topic that hundreds of others have covered before is better than a website with zero content.
Good quality content not only provides your users a good experience, it also establishes your credibility as an expert. And once you show you have the expertise, the rest of the story is very straightforward.
People, who visit your website with the hope of getting their problem resolved, look up to you with greater respect. Not only are they more willing to deal with you, they also want to share your story with their friends.
Plan your content well
A properly designed content strategy – apart from good quality content – is what you require to engage your prospects.
Content planning isn’t the hard part, but you still need to answer some questions before you get down creating remarkable content.
Questions like:
- What is the story that my content needs to communicate?
- What tone of voice should the content speak?
- What new content do I need to create apart from what already exists?
- How long will it take to source or develop content?
You see, content planning is not about adding a new shiny object to your website.
It’s all about deciding what you want to say, and why.
Content is one of your most potent weapons on the web. It’s the soul of your website. Use it to win new prospects and customers, or simply new believers.
Just make sure you have something that is truly noteworthy, and that your content communicates that effectively.
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