You own a small business. You want more sales. If you have a website, you’re disappointed with the results; you expected your site to do more for your business. If you’re site is small: brochure size, you can’t expect much from it. To get more traffic and more sales, you need more content.
However, creating it can be a hassle. You’re busy, and so is your staff. Is it really worth the effort? Yes, it is. Dollar for dollar, every cent you invest in content will stand you in good stead for years to come.
1. Web Content Is a Cheap Promotional Strategy
Adding content to your website is one of the cheapest and most effective ways to promote your business. The more content your site contains, the more visitors you will get.
In addition to adding content you need to ensure that some of your content is so valuable that it attracts links effortlessly.
Each link you get is valuable. Consider that any backlink is worth at least $25 a month to you, and much more if the link comes from a high-ranking site. Placing a monetary value on links gives you way to evaluate the results you’re getting from your content development.
2. Which Keywords? Use Your Positioning Statement
Your positioning statement describes your audience. It also describes what your site is, and why your audience will find it valuable.
Write your positioning statement before you start researching keywords. Your keywords should be developed from your positioning statement — brainstorm keywords, and ask everyone in your company to do the same. You know your business better than anyone else, so you know the mindset of your audience and the words they’re likely to type into a search engine to find you.
Use keyword research tools only after you’ve developed your own in-house keyword list.
3. Create a Schedule for Web Content Development
The easiest way to grow your website with great content is to create a content-development schedule. (Hire writers if no one in your company has the time to write.)
Your website can be your most effective marketing tool, but its effectiveness depends on amount and type of content. The more your site grows, the more marketing power you’ll have.