Lazy About Website Content?

cat yawningHappy Monday! I thought that today would be a great day to talk about website content. Everyone always says “you need to be adding content”, “great content equals great SEO”, yada, yada, yada. Well yeah great content is a great foundation for a lot of things. It can provide you with awesome keywords. It can attract links from other websites to yours, helping you out in the search engine ranking department. It can assist in website conversions, which basically means users taking a desired action on your site. Suffice to say that the benefits of killer content are just amazing.

But some business owners struggle (and get lazy) in this area for many reasons. So I thought I would address some of these reasons and provide a few ideas on how to overcome.

I don’t have time to add content. I just want my website designer to add some words and pictures and make the website rank.

If you live in Middle of Nowhere, Alabama (I’ve lived there) and are the only guy in reasonable driving distance who does what you do…you will be perfectly fine with the strategy above. But if you have even one competitor, this changes things.

As much as I have a deep respect for website designers, most are not in the content creation business and have absolutely no desire to be unless you’re willing to fork over some serious cold, hard cash. The reasons vary but it usually comes down to the almost always off-kilter “time and effort” to “fee charged to the client” ratio. Plus web designers like to actually design websites…not spend most of their time writing about things they know nothing about.

So if your website designer isn’t going to come up with awesome content, what does that leave you with?

Your first, and best option, is to assign the task to someone in your office who’s disciplined enough to block off time to devote to adding content from time to time. Your second option is hire an SEO copywriter. There are lots of them out there…but we’re kind of partial to these guys.

I’ve already got great website copy. When is enough enough?

It’s never enough because you don’t want your website content getting old and stale. You want folks coming back and finding new goodies whenever they do.

Remember who you are. You’re the owner of a business…you eat, sleep, breathe whatever it is that you’re selling. You are the expert…the king (or queen) of your product. And as far as you should be concerned, your website visitors have never even heard of a rose garden, or a termite, or a root canal. It’s your job to explain it all in nice, neat paragraphs with pretty pictures (ok I know termites aren’t pretty but you get the idea). Constantly ask questions, find out what your viewers want to read about.

One way to do this is to check out your keywords report in your web analytics. What are people searching for? Another way to do this is to peruse Yahoo! Answers

Another way is to post a link to your content on your Facebook wall and open it up for questions and comments. You may find that a good number of your website visitors like that your website has a page on herb gardening but they would really enjoy a page on organic vegetable gardening.

I see the value in great content, but I really just want my visitors to call me

That’s the beauty of it. You can have a website with a lot of content, but you need to make sure it’s optimized for conversions. This means that on each page, you really should have a plan for what you want your users to do next. Don’t make them have to think…give them several options for contacting you and making the next move. Don’t force them to have to hunt down vital information such as business hours, directions, and your phone number, pricing and financing options. Make it easy to find the information they were looking for and make it super-simple to find the information they need in order to do business with you.

As always, we love to hear from you guys. Feel free to comment below.

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Rachel Ankersen
Rachel Ankersen is the Search Engine Optimization Analyst for TeleVox Software and an editor on Beyond The Site. You can follow her on both Twitter, Linkedin and Google+
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