Any customer with a hint of wisdom will quickly be able to sniff it out if your website is lacking in professional content. They may be perusing you as a potential company to purchase from, or they may be vetting you for signs of authenticity. Either way, poor and badly-written or badly-produced content is going to elicit warning signs for many of your website’s visitors, meaning an increasing bounce rate and a lack of conversions.
So, apart from making your business look professional and reputable, why is professional content on your website so important?
You provide value to visitors and boost your SEO
Find out what your visitors want and give it to them – it’s really that simple. Whether it’s a helpful blog, a how-to video, or a colorful image gallery, high-quality content which relates to your niche and is valuable/interesting to visitors will serve as promotion in itself. The better your website content is, the more likely users are to share the content on social media and other similar channels, leading to more traffic and conversions. Google also notes that visitors tend to stay on your website and engage with it, which can lead to better SEO rankings when compared to competitor sites which offer little value. A website can be Search Engine Optimized to death, but Google will quickly catch on if it lacks value to visitors.
You generate more sales and conversions
It’s estimated that 77% of consumers will read your online content before a purchase, making it essential for you to fill your website with professional and valuable content. Whether it’s product reviews, an FAQ section, or a how-to video collection, displaying high-quality content on your website helps to push customers towards a sale and cement your credibility in their minds. If you simply advertise products but don’t provide your customers with any helpful content, you give them very little to go off, and they’re more likely to buy from a competitor.
Keep users on your site longer
Professional content naturally provides your visitors with a better UX, assuming that your website is up-to-date and uses a responsive UI. If you have a well-designed website which hosts professional and valuable content, you’re naturally going to retain visitors for much longer, meaning you’re more likely to make a sale and generate conversions. It may thus be a good idea to interlink. This means that the copy on your homepage/product descriptions may link to relevant videos/blogs via hyperlinked words etc. All of this keeps users on your site longer, which increases the chance of conversions and enhances your SEO.