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You have a Web site. Youre disappointed. Your site just hasnt lived up to promises like: Get a Web site -- you can do non-stop business 24x7, every day of the year! Your site has been live online for six months and you havent made a single sale. You doubt that you ever will. Want to know why your site isnt selling? Its simple. Theres not enough content. Use your imagination, and come with me for a moment, as we walk through a local mall -- any mall. Lets go into this shoe shop. Do you like those Nikes? Want to try them on? Its OK, Ill wait while you buy the shoes. Now, what made you buy the shoes? You were given dozens of signals that prompted you to buy, because you had enough information. A Web site doesnt have the advantages of a shop in a mall. You have to give your visitors enough information so that they feel comfortable doing business with you. People feel at ease when you have enough content (that is, text, images, multimedia) on your site to prompt them to buy. Here are five ways in which more Web content helps you to sell more: 1. More Web content brings more traffic, and more traffic brings more sales When youve got content, you can use search engine optimization (SEO) techniques to bring more traffic to your site. The Web search engines (Google etc) are indexing software. If you have a four-page site, with 200 words on each page, youre giving Google just 800 words to index. A few more pages with more words will make a lot of difference. 2. You can target the Long Tail of Web surfers Chris Andersons Wired article coined the term The Long Tail. His book of the same name was published in 2006. As applied to Web content, you can target the Long Tail of Web surfers if you offer more information on your site: you increase the chance that youll reach the people who are most interested in what youre selling, because more people will find you via the search engines. 3. You can instill enough confidence in your visitors so they feel comfortable buying from you Compare your Web site to the shoe store in the mall. Your visitors cant know more about you than whats on your site -- are you giving them the confidence that youre a good company from which they can buy with confidence? Youre going to have to work hard to give them confidence. Give them the information they need to feel comfortable buying from you. This is where a blog helps your site, because although youre targeting a global audience, people are individuals, and you make one sale at a time. When you blog, youre adding content to your site, and giving people confidence that they know you and your business. 4. You can establish yourself as an authority in your industry If youve got a tiny site, unless youve got an additional platform, such as a bricks and mortar store, a book, or a catalog, you may be an expert in what you do or sell, but you need to be able to show this. Saying on your home page Were the greatest doesnt help, unless you provide evidence. 5. You build Trust Rank with the search engines, which delivers more traffic With millions of new Web pages being created every day, its harder for search engines to decide which sites to return as query results. It seems that Google and Yahoo are starting to estimate the value of pages according to trust factors. No one knows how the search engines calculate trust, but offering more content on your site is a way to add to your trustability, especially when other sites begin to link to yours. So, now you have five good reasons to add content to your Web site. Remember the shoe store. You were told in hundreds of ways that you could buy at the store with confidence. More Web content gives you more ways to convince your visitors to buy from you. |
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