An effective business website helps you accomplish several sales and marketing goals at once. It provides you with SEO traction, drawing traffic and boosting brand awareness. Additionally, it educates your buyers, and provides them with confidence in your products and services. In turn, this increases the likelihood of conversion. Furthermore, it captures information that your sales team can use down the road, including names and email addresses from potential customers. Finally, it conveys your company’s professionalism and expertise–and extends meaningful calls to action.
That’s a pretty robust job description, and it should come as no surprise that some websites don’t quite measure up. The good news is that many of the most common website deficiencies are totally fixable; and often, all it really takes is a content upgrade.
Website Mistakes That Content Can Fix
1) Poor calls to action.
Let’s start with a pretty simple example. Every page of your website should have at least one clear call to action, inviting the reader to take the next step. This might mean signing up for your email newsletter, calling to set an appointment, or purchasing a product from your ecommerce store. If your site isn’t getting the results you’d like, it may be a case of low call to action quality or quantity.
2) Insufficient thought leadership.
One of the most important roles your website serves is earning the trust of your readers. This is something you achieve by demonstrating your expertise. If your website lacks meaningful thought leadership, it may be because you either don’t have a blog or you don’t update it as often as you should. Both are issues that a content marketing team can help you resolve.
3) No meta data.
Meta titles and meta descriptions play an important role in signifying to the search engine algorithms, and to search engine users, what your site is all about. Well-written meta data is crucial for SEO and can even help facilitate conversions. Neglecting meta data means forfeiting a valuable opportunity to improve your site’s effectiveness.
4) Poor SEO.
Meta titles and descriptions are just one example of how poor copywriting can lead to impoverished SEO. Consider also that well-written and substantive content, with naturally integrated keywords, can be essential for search engine success. It’s also critical to write and format your content in a way that recognizes the growing popularity of voice search. Again, a content marketing team can help raise the SEO value of your website’s copywriting.
5) Low quality writing.
More generally, having bad writing on your site can compromise your SEO potential while also diminishing your brand’s sense of professionalism. A good content team can help you replace lackluster content with writing that’s tight, clean, precise, engaging, and error-free.
6) Duplicate content.
This is an especially big problem for companies that have a lot of individual product or service pages. Repeating the same boilerplate copy on multiple pages hurts your SEO potential, and also makes the entire site less engaging to the reader. A good content writing team can help you think of fresh and unique ways to convey the necessary information, even when it’s a little repetitive by its very nature.
Make Your Website a Traffic-Generating, Sales-Converting Machine
A good website can fuel business growth in more ways than one. To ensure your website is performing at a peak level, consider consulting with a content writing team.
We’d love to help. To connect with Grammar Chic, call us at 803-831-7444 or visit www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.