3 Reasons Why Your Website's Content Isn't Performing

As a website design company, we fully understand how important the actual content of your website is.  We can build you a beautiful, responsive website that’s built to convert traffic.  The problem is, traffic is almost impossible without content.  You need content that works to optimize your website. You need content to sell your products and services.  And you need content to offer your readers.  

But, you can’t just simply start typing out content for your website.  Yes, you should blog and create regular content.  However, you need a strategy - an educated plan of action that achieves the business goals you’re aiming for.

Without it, you’ll experience what a lot of small businesses experience online - nobody is reading your content.  It’s plain, it’s standard, it might be just plain boring. 

Remember, there are now over one billion websites out there. Each and every website owner wants their site to perform - visits, engagements, sales. 

If you look at your analytics and see that there isn't much engagement (or traffic for that matter), then you may want to take a look at some of the common reasons content fails online.

You focus too much on yourself 

Visitors and potential customers come to your site to find out how your products and/or services can benefit them; how they can solve their problems and pain points.  Consistently talking about how great your company is will only alienate your business from your consumer.  Talk about how you can alleviate your customers problems and make their lives easier. 

You're not listening 

Going back to the points made in number one, the key to successful businesses online is speaking directly to your customers' pain points.  To understand what they are, you have to listen to the feedback and questions that you receive.  Even if you've been in business 50 years, your customer's wants and needs are ever evolving. Don't be a know-it-all, look to your current customers to learn what your future customers need.  Take those needs and address them with helpful content on your website.

You're too 'business,' not enough 'human'   

Today, people want to deal with people.  Regardless if you're B2B or B2C, consumers are looking to work with companies that are transparent and real.  Through the content on your website, show visitors what the inside of your office looks like.  Discuss the history of your company; the reasons why you're in business; and what they can expect from you and your company.

When it comes to creating content online, the key is to write with your customers in mind. Approaching content creation in a way that humanizes your company while addressing your customer's pain points will not only help drive more qualified traffic to your site, but it'll create more engagement on site and more leads & sales for you. 

If you're looking for help in the content creation arena, contact us or give us a call.  We have a team of search engine optimization specialists that have helped over 1,000 small businesses succeed online! 

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