Why it is important to create website content for your customers (not just google)

Good quality content should be your priority when it comes to website content creation. Find out why

Most people know just how important Search Engine Optimisation (SEO) is when designing a new website for a small business. It helps to optimise your website so that it can be found in search engine results.

Back in the 1990s and early 2000s, keyword stuffing became popular as people sought to manipulate the Search Engine Results Pages (SERPs) by saturating their website pages with the keywords they were hoping to rank for. This is because search engines like Google, Yahoo! and Bing relied heavily on keywords to rank websites in their results pages. 

Search engines quickly caught on to this tactic, which was then considered to be a black hat SEO technique, and started to penalise websites that were keyword stuffing. Search engines want to provide a positive user experience. They want to send people to websites that provide value and answer people’s search queries. They want to rank websites that prioritise user experience higher up the results pages. 

In fact, in Google’s own Search Essentials (formerly Webmaster Guidelines), it states that it is best practice to create people-first content. “Google's automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top search results.”

That’s not to say keywords are no longer important. They absolutely are, but they should be used appropriately, in a natural way, so that your content reads well for humans. Good quality writing should be your priority when it comes to website content creation.

Google released its Helpful Content Update in December 2022 which further emphasised the need to avoid creating search-engine first content. 

So, Google wants us to create website content for people in order to improve our rankings, but what other advantages are there to creating content for website visitors and potential customers?

Build trust with your audience

You can use your website content to position yourself and your business as a trusted source of information. Your customers are ultimately the ones who will be using your products or services, so any website content that you create should be addressing their needs and answering their questions. 

By creating content that is helpful, relevant and that adds value, it helps to build a relationship with your customers. Offering advice, knowledge, and expertise without asking for anything in return means that your audience is much more likely to trust your recommendations. 

Build online authority

When your website is full of helpful and trustworthy information designed to add value to the customer experience, it helps to improve your reputation and build your authority online. Showcasing your knowledge and sharing your expertise, positions you as an authority figure. 

It’s one thing to state on your website that you are a coach or a gardener, but by sharing useful content that demonstrates just how valuable your insights are, you can take your customers further along that buying journey. 

Overcome objections

When people find your website, whether through referrals, personal recommendations or through your SEO efforts, you won’t necessarily know what stage of the buyer journey they are at. If they received a personal recommendation, they may be ready to buy from you there and then. If they found your website through a Google search, they may still be trying to decide whether you are a good fit for them. 

This is where you can use your website content to help answer any questions and overcome objections. Perhaps their first impression is that your service is quite pricey, so you may need to persuade them of the value that you offer. Maybe they have strong values around sustainability and only want to buy from businesses that align with those values. Your website content is an opportunity to showcase those values. 

Improve conversions

By building trust with your audience, positioning yourself as an authoritative expert and by overcoming their objections, your website content should help to improve your conversions. The more content that you create around the interests, needs and wants of your target audience, the more of them you should be able to convert into paying customers.

Increase sales and brand loyalty

The more you convert people through your website’s content, the more sales you will be able to generate. If people have a good customer experience when they buy from you, this can encourage brand loyalty, where they choose to buy from you again in the future. It is far easier to convince the same customers to buy from you again than it is to be trying to convert new leads.  

Create brand advocates

Customers who remain loyal to your brand can become your biggest brand advocates. If they are happy with the quality of the services or products that you sell and the customer experience that they receive, it is likely that they will be recommending you.  

By creating good quality website content, you are providing more information for your brand advocates to share, improving your visibility and reach. Use your website content to share your brand story, to introduce your team or staff members, to share reasons to buy from you and any other information that might make their lives easier, or allow them to gain a deeper insight into how you operate.

People don’t need to be paying customers to be your biggest brand advocates. They may not need your products or services themselves, but that doesn’t mean that they won’t recommend you.  

Audience retention

Good quality website content can help you to retain customers. If your audience is repeatedly visiting your website to consume the helpful content that you are creating, this gives more opportunities to convince them to buy from you. 

By providing content that is helpful, valuable and insightful for your target audience you will inadvertently improve your website ranking, as more people engage with your content, spend longer on your website and, with any luck, share your content. These things signal to Google that your website contains helpful content that is written for people and meets their expectations.  

If you’re looking to redesign your website as part of your wider digital marketing strategy, or need help creating website content, we can help. We Make Media is a Devon-based web design company. We’ve been helping small businesses grow in the West Country since 2010. If you’re interested in a website design, copywriting of content marketing for your business, we would be happy to discuss what you’re looking for and how we can help. Book your free discovery call.

Jeff Cooper. 28 March 2023

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