Article DetailsWeb Site Content and Your Business |
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| Date Added: February 17, 2008 07:16:53 AM | |
| Author: Ahead Team | |
| Category: Computer & Internet Technology: Internet | |
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Content is what your Web site visitor is looking for. That person might just be looking for information to satisfy her or his curiosity. In that case, it is Wikipedia type content that might satisfy the person. Or the visitor might be looking for entertainment. Music, gossip, jokes, cartoons, fiction and others of similar genre would be the appropriate content in these cases. The visitor could also be looking for specific product information. Product descriptions, features, benefits, prices, dealer locations and such would be the content needed to satisfy these visitors. Even in these cases, narrative content pages could bring more business for you, as we explain later. Whatever its nature, content needs to meet visitor expectations to keep the visitor at the site. Forms of Content Content could take different forms. It could be words, pictures, downloadable music or video clip. It could even be a form to fill up for posting your views to a forum. The content could be laid out in a manner that is easy to use, or quite baffling. The layout could also be pleasing or jarring. We could also include navigation, the links that take you to other pages of the site, under content. The labels on the links could tell you where you are going. On the other hand, they could be confusing. All these factors affect visitor experience at a particular website. Together with the content itself, they make up the visitor’s total experience. And this experience would determine that person’s response. Impact of Content A pleasing experience could make the visitor take the kind of actions that you desire. She or he might place an order for your product or service. And tell others about your website and business. The more sophisticated visitors could also bookmark your sites at social bookmark sites. Such social bookmarks could bring other interested visitors to your site. If the content comes across as authoritative and informative, other websites might include a link to your site as a resource. Visitors to that other site could then click on that link and land at your site. Content also affects visitor traffic in another way. Search engines use a page’s content to understand what it is about. If this understanding is correct, they could display your pages correctly in search results. This in turn would mean that your website is displayed to really interested visitors. A large number of relevant links pointing to your site, along with the right kind of Web page content, could also push up your site in the list of sites the search engines display. Working together, the total impact could be high levels of interested visitors to your site. Meaning more business for you. Quantity of Content and Visitor Traffic Even a single-product sales site could benefit in business terms with more pages of content. While the sales copy pages themselves might be few, the other content pages could bring traffic through search engines. If the site is designed to enable the engines reach all pages, and the engines do index these pages, there is more likelihood that someone will land at your site. And if they land while searching for something related to your offer, they could even be tempted to buy what you offer. A substantial website, with plenty of valuable information, could also lead to unsolicited links from other sites pointing to your site. These links could produce more visitor traffic, directly from the other sites and indirectly from search engines that put your site higher up in search results. That is even more business for you! Quality of Content What exactly is meant by quality of content? Just like beauty, quality also lies in the eye of the beholder. If it is acceptable to your visitor, your website content has quality. If the visitor is looking for information, then it is clear explanations that convey the information lucidly is what quality means. If you are selling something, then quality is the effectiveness of the sales copy in making your product or service acceptable to the visitor. The ease of accessing the content is also an important element of quality. It is difficult to provide any other universal definition of quality. Web Site Content Leads to Business Results Content that is accepted by Web site visitors leads to higher conversions, i.e., orders for your business. Substantial content exploring different aspects of your theme, i.e., related to your product, brings more visitors to your site through more in-pointing links and higher search engine ranks (as explained earlier). More visitors to your Web site mean that more people are likely to see your offer and take it up. In addition to the quantitative impact of more people becoming aware of your offer, there is another qualitative impact. If there are more pages, each exploring a different aspect, it is likely that one of these would overcome the particular objections of a prospective customer. And that prospect also becomes your customer! Plenty of good Web site content is good business! |
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