Rule #1: Only present your best.
Chances are- if you’re perusing my website…or perhaps it’s just wishful thinking- you are considering the importance of content marketing, blogging, and writing within your own business, and that’s where I come in.
Your business website is a major investment. In our digital age, it’s almost always the first impression that you will make upon a potential client. What’s that thing they say about first impressions? Oh right, you never get a second chance to make one…
What is your website saying about you, your company, and what you really think of your clients?
You have invested in a professional website. (Whew, at least, you’re online. That’s a good start.) But…your copy is generic and your blog posts are really just some bogus filler that you attempted to wrangle together in between meetings, phone calls, emails, appointments, doing your actual job, and trying to maintain some semblance of a personal life. You may think that you’re boosting your search visibility or, worse yet, you may just be keeping up a blog because “everybody’s doing it”, but your half-hearted attempts to do something that you don’t specialize in are doing some serious damage.
Think about it this way: You’ve already done the hard part, you’ve piqued their interest and convinced this person to come nose around on your website. Nice. But then they start to get serious, they click around a few times, maybe stop to read your About section or stop by your blog, and all they can hear is this awful, deafening shouting that sounds something like: I DON’T CARE ABOUT MY AUDIENCE AT ALL.
You have invested in a professional website. You hired a rockstar web designer and a content marketer who both specialize in presenting you and your company as the industry experts that you are. Not only does your site look professional and user-friendly, but your content concretely establishes your company’s unique brand and professional voice while drawing potential clients in for more. Just from clicking around a few times, they feel like they know not only who YOU are and what YOU do but also what’s in it for them. They read your blog and see that you’re an expert problem solver- not just another company that’s trying to get them to spend their hard-earned dollars.
Yeah, you may be putting out content that will boost your SEO visibility, build awareness for your brand, increase your email subscribers, improve your social media engagement, communicate who you are and what you do, but the only thing that your customers will be hearing is: WOW, THESE GUYS REALLY CARE ABOUT THEIR CLIENTS. I BET IT WOULD BE COOL TO WORK WITH THEM.
The Moral of the Story:
If you’re interested in launching a new website or just ready to update what you already have in place- dynamic, personalized content can improve your website’s SEO and your overall conversion power. I mean you don’t just want your visitors perusing your site for hours without taking any action… we need to convince them of the tremendous value that exists in becoming one of your beloved clients, right? Right.
Hiring a copywriter is an investment in your business. Having a sharp looking website with killer product descriptions and a truly conversational blog is an investment into your social sales strategy. If you want to build value, credibility, and authority, high quality content is the key.
Do you believe in karma? I do. You get back what you put out into the world.
Only present your best.