<BR>The word has gotten out on website content.
It has never really been a big secret, really: the only
effective way to promote a website is by hosting unique, quality
content. Search engine optimization and paid inclusions are a
waste of time and money if there isn't a compelling reason for
your visitors to come back once they have found you. Website
sales only come from repeat visitors and user loyalty.
A business built on expertise must be represented by content -
articles, columns, white papers, guides - that meets the most
discriminating needs. With your reputation at stake, follow
these guidelines for producing the website content that will
bring your web visitors back, time and again:
<B>Make it expert.</B> Your clients come to you because they
value your expertise, skill and taste; your website content is a
reflection of your word, a continuation of the professional
client relationship. Never host material from a source that you
can't personally vouch for, or to whom you wouldn't refer
clients. Assume personal responsibility for every byline on your
website.
<B>Make it relevant and objective.</B> Build content that people
will trust - unbiased material that directly involves your
clients and their needs. Don't roll sales pitches into your
articles. Be an advocate for your clients and their interests,
and use that awareness to inform the subject matter you include
on your website.
<B>Make it timely and researched.</B> Information seekers hit
the Web to find the latest, most specific answers to their
questions. Don't post outdated or generic content. Make your
content rich in accurate information, timely in scope, and
authentically useful to Web users.
<B>Make it unique.</B> Website content that can easily be found
elsewhere is worse than useless, because it makes your business
appear commoditized. Don't recite the same tired advice being
given by all your competitors - host unique and specific
material on subjects not being covered anywhere else on the Web.
Use your background. Demonstrate that your practice is one of a
kind, by hosting information that only you can provide.
<B>Make it well written.</B> Your expert credibility can quickly
be damaged by poor writing. Be aware of professional writing and
publishing standards (found in the Chicago Manual of Style,
available in any bookstore), and follow them. Hire a ghostwriter
or professional editor if necessary to help make sure that your
copy is clean and elegant. Never host any material that calls
into question your intelligence or literacy.
A website can build or destroy an expert reputation; the
deciding factor is content quality. With the sheer amount of
useless, outdated, poorly written material on the Web today, the
average Web user is almost desperate for information that can be
relied upon.
<A
HREF="http://www.rswarren.com/articles/website_want.php">Create
an online resource that your clients value</A>, and they will
keep coming back - building your credibility, refining your
market, and increasing your income.
About the author:
Robert Warren (<A
HREF="http://www.rswarren.com">www.rswarren.com</A>) is a
freelance copywriter in the Orlando, Florida area, specializing
in providing for the marketing and communications needs of the
independent professional private practice.
