Today small businesses are doing a lot to stamp their authority in different markets. It is not alien to find that a good number of these small businesses invest in affordable web design. A good website says a lot about the business it is advertising. Content on the other hand says much more. Getting a good website is not enough unless there is quality content to match the design. Some will wonder what content has to do with the success of a business.

Here is why content can make or break your business:

First Impression

Potential customers determine whether a business has what they are looking for just by browsing the business’ website. A good impression will encourage the customer to engage. Poorly written content does not highlight the services of a business and therefore fails to persuade potential customers to engage.

Higher Rankings

Quality content helps business websites rank higher on Google therefore increasing the chances of visibility by potential customers. Content that is prepared with the client in mind always attracts an audience which eventually means clients for the small businesses. The trend of writing content focused on search engines results in poor writing which then means little of no clients at all.

More Sales

Quality content legitimises your business. Once a user hits your page and starts reading, it’s important for them to feel that you know what you’re talking about. It’s the same as talking to a shop assistant, you’re much more likely to purchase an item if they can clearly explain why it’s the best product for you. Being able to clearly portray your business and write about what your clients need, rather than ranting about how great your product is, will build trust with your customers and
lead to greater sales.

Understand Your Customers

Once the content is in place, you can start to use it to your advantage. Understanding how people use your site can be incredibly beneficial. You may find that a blog post you wrote last month is gaining traction and you can monetise that with a landing page. Or by using Google Analytics, you can start to map out how a user navigates through your site. A page with high bounce rates may have to be re-written.

As more clients visit a website, the business owners are able to see what it is that the potential clients are interested in and therefore target them by providing what they need. When content is insightful, visitors to the website are convinced of the authority of the business and are inclined to visit and bring good business.