Glossy brochures presenting our products. Thick-paper press releases sent to journalists for important events. Calendars with our brand logo on the office walls of our clients. These were the marketing materials before the internet age.
Now, for most of that, we have online applications and websites.
Many business owners know it in theory, but in practice they don’t always treat their website as a marketing instrument. And like for any other marketing material, digital or print, one needs to have great, persuasive messages to fill it with.
Visitors reach your website to find out more information, to read, watch or listen to useful materials that will help them decide on a sale. They want to know details about the products or the industry, customer comments and problems signaled.
And content is the core component to address all that on your website.
Here are the four main reasons why crafting quality, purposeful content is important for your website:
1. To provide informative, useful messages and not sales pitches
People want information sites, not sales sites. Nobody will be impressed or will return to your website if all they can read is salesy materials. You need to write informative articles about the features of the products, their benefits for the customers, and helpful pieces about using your service. If you focus on providing useful articles, the prospects will return to your web.
2. To make sure you send the right messages to the adequate audience
Identify your audience and their needs and answer your prospects’ questions in your articles and website texts. Never make the messages about your product or your business. It’s about your target and about how your product or service can solve their problem. If you are in a technical industry, such as medical devices, for example, avoid jargon and complex language. Not all your audience is specialized and you may lose prospects by writing too technical.
3. To address the needs of prospects at various stages of the sales funnel
Never forget that prospects at all stages come to your site for information. There are the early prospects, browsing for general information in their search for the right solution for their problem. There are the mid-funnel prospects who are debating among a few options for their need; and then, there are the late-stage prospects who are ready to take out their credit card and make the purchase. You need to have materials that respond to each prospect stage with appropriate calls to action, from signing-up to your newsletter to starting a demo trial.
4. To show you are a trustworthy business, by using flawless grammar and style
Write persuasively. Craft the texts in a vivid style, convincing the reader of their usefulness with the help of examples, showing of features and benefits rather than just telling what they are. Make sure the copy has no spelling or punctuation errors. There is nothing that looks less professional on your website than poorly edited copy. Poor (or good!) copy will convey directly to the reader how professional your company and services are.
Ultimately, having useful and persuasive copy on your website will prove that you are a reliable business. But it will also greatly help you and your sales team into pushing the prospects through the sales funnel. This way, the website will properly work as a marketing tool for your business.