Websites that work need the right ingredients
The power of great content
In the vast expanse of the internet, with over a billion websites jostling for attention, most fail to meet the high expectations of their creators. The standard approach often involves a client providing a website developer with text and images, the developer coding the site, making minor edits upon request, and then going live. Essentially, the equation seems simple: client’s text + client’s photos + developer’s coding = website.
However, there’s a fundamental issue with this formula—it often neglects the vital ingredient of great content. You’ve probably heard the phrase, “Content is King.” It signifies the understanding that a website or online presence relies on exceptional content to truly thrive. A website is essentially an arrangement of your content in digital form, and the quality of your content significantly influences its effectiveness.
Bad content, even when presented beautifully, remains bad content. Many business owners excel in their respective fields, be it plumbing, building, or law, but they might not possess the same level of expertise in writing or photography. Even if they do have some talent, the reality is that business owners can be too close to their processes to discover the fresh angles and unique perspectives that can make their content truly compelling.
The age of online window-shoppers
We now inhabit the era of the online shopper and browser, where people engage in virtual window-shopping. As a nation of online window-shoppers, prospects can easily visit your site and explore several of your competitors’ offerings within a 5-minute online spree. This begs the question: How does your content measure up? Will it captivate and retain their interest, or will it send them scouring the web for alternative options?
While some businesses may already produce engaging content, others may need guidance on how to transform their lackluster websites into outstanding ones. Here’s a checklist to consider:
Clarity of proposition: Clearly define why prospects should be interested in your offerings. What do you provide that sets you apart? Ensure your proposition is customer-centric, specific, and realistic.
Invest in professional photography: High-quality images are paramount. Poor visuals can deter potential customers. Consider professional photography, as compelling images can drive extra sales. Remember, a picture is worth a thousand words.
Professional copywriting: Engaging copywriting can turn vague ideas into elegant prose that evokes emotions and, in turn, actions. Investing in a skilled copywriter, especially if writing isn’t your forte, can yield significant returns.
Customer-centric approach: Tailor your content to cater to the customer’s perspective. Showcase your product or service in real-life scenarios, illustrating how it enhances customers’ lives. Focus on what matters to them.
Once you have exceptional content, its applications are limitless. From social media platforms like Facebook and Instagram to magazine and press advertisements, great content can be repurposed across multiple touchpoints. In businesses that operate on various social media platforms, the same content can be adapted for use, ensuring a consistent and compelling brand narrative.
Build your business with Icon Marketing
At Icon Marketing, we understand that successful digital presence hinges on great content. We’re not just a creative agency; we’re your partners in crafting a compelling online identity. Whether you’re looking to revamp your website, enhance your social media presence, or create captivating marketing collateral, we’re here to help you achieve your goals.
Invest in the power of great content and elevate your digital presence. Contact us today, and let’s build your business together. Your success is our ultimate reward, and we’re excited to embark on this journey with you.