3 Reasons Why Your Business Can’t Afford to Overlook Web Content - Part 1
Updated: Aug 21, 2020
Expanding Your Reach to a Wider Audience
In today’s age of social media, many people forget that businesses even have a website. It’s so much easier to press the “follow” button on Facebook or Twitter, where bite-sized updates from our favorite companies are nestled between cat videos and selfies from people we haven’t talked to since high school.
But just because a big chunk of your customers are on social media doesn’t give you a pass to neglect your business’s home page. Your website is vitality important to your brand, and ideally, your social media accounts should draw customers to your site rather than replace it completely.
Admittedly, this will be easier for some types of businesses than others. If you’re a travel agency that advertises relaxing getaways in the Bahamas, you’ll probably have a simpler time reeling in visitors to your website than, say, a pest exterminator would.
But what if I told you that there was a way for any type of business to better reach their customers? To gain more traction on search engines and social media, and to build consumer confidence in their brand?
Well, you’re in luck – because there is a way to do all this, and it’s a lot simpler than you’d think. This mythical business strategy that I’m referring to is something called “web content.”
In plain terms, web content is simply including relevant articles, videos, and infographics on your home page, and it’s statistically one of the best things you can do to expand your business. In fact, you probably already know this practice by a different name: blogging. That’s right, angsty teens and moms with unnaturally clean houses have had a corner on one of the Internet's most successful marketing tools for a while now, but there’s no reason why you can’t get in on the game too.
Blogging and web content is an incredibly powerful advertising vehicle, and 72% of online marketers consider it to be their most effective tactic for getting found on the web.¹ Surveys show that 77% of people on the internet read web content such as blogs², so neglecting to provide any for your customers is only doing your company a disservice. In this series of, ahem, blog articles, we’ll be exploring 3 reasons why businesses of any size simply can’t afford to overlook web content if they’re looking to expand.
Reason 1: It Widens Your Audience
Featuring articles on your website is a bit like handing out business cards. The more business cards you hand out, the more likely it is someone will spot one in their wallet and give you a call. Web content works the same way; the more you post, the greater the chances are that someone will stumble across you on Google and hit you up.
‘Well, I have a website,’ you may be thinking to yourself. ‘Surely people can just find me that way.’ That will work... assuming users types in “your profession, your city” exactly. What’s more likely, however, is that potential customers will be searching for things like “what flowers are good for a funeral?” or “why won’t my toilet flush?”.
If Across-the-Street Florist has an article on their site called “The Perfect Flowers for Any Occasion,” readers who click on it are far more likely to use their services than yours. If Steal-Ya-Customers Plumbing has a blog entry labeled “5 Reasons Your Toilet Is Refusing to Flush”, home-owners won’t bother going to your website because an appointment with your rival is only a click away. The web is a wallet full of business card – why would customers bothering digging around for yours when they’ve got someone else’s right on hand?
Luckily, the remedy for this is simple: fill your website with content that leads customers to your business. Obviously it should be relevant content, and it’s in your best interest to make it more interesting and useful than your competitors’, but just having an arsenal of blog posts and articles will do wonders for drawing in traffic to your website. Research shows that sites with web content have an average of 434% more pages that can pop up on a search engine² – and that these pages were able to draw in up to 55% more visitors.³
So the bottom line is this: web content creates visibility. Visibility creates visitors. Visitors who like your web content are more likely to become customers, and more customers means more business for your company. And assuming my math skills haven’t completely deteriorated in the decade it’s been since I took high school algebra, this means that more web content = more business.
Hopefully this information is starting to make the gears in your head turn about how web content is able to help you expand your brand. Stay turned for part 2 and part 3 of this series, where we’ll discuss the incredible versatility that makes web content perfect for both your home page and social media accounts, and how web content provides you with a chance to display your industry know-how and expertise to customers.
1.) Hall, Sharon Hurley. "85 Fascinating Content Marketing Statistics To Make You A Marketing Genius." OptInMonster, www.optinmonster.com/content-marketing-statistics. Accessed 9 June, 2020.
2.) Nick G. "Blogging Statistics in 2020." TechJury, www.techjury.net/blog/blogging-statistics/#gref. Accessed 9 June, 2020.
3.) Burnes, Rick. "Study Shows Business Blogging Leads to 55% More Website Visitors." Hubspot, www.blog.hubspot.com/blog. Accessed 9 June, 2020.