Many businesses develop a Web site with high hopes. Their Web development company tells them: “You’ll have all the business you can handle, 24×7″.
So, they pay for a site, with four pages or fourteen.
These businesses wait, and wait…and a year later, they conclude that they’ve been had. Their Web site is a white elephant. They get two visitors a day.
No content, no visitors
If your site has four pages, your chance of being found by your target audience is slim. If your site has fourteen pages, with ten of these pages being product pages with images and less than 100 words of text each, your chance of being found is slim too.
The Web search engines are essentially indexing software. They need CONTENT to index.
That’s not to say that you should shovel every word your company has ever produced onto your site.
You need to develop content strategically — so that the content is developed for your target audience, not only to lead them to your site, but also to encourage them to return. Of course, it’s also to lead them to buy on one of their visits.
The beauty of this self-selecting Web traffic is that your leads have qualified themselves. By the content on your site, they know that you have what they want, and they buy.
Technorati Tags: ecommerce, content, Web site content, strategic site development, targeting
Angela Booth, top copywriter, author and writing teacher.
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