Conducting a content review should be at the top of every brand’s list of goals for 2022. Whether you launched your website within the previous year or a decade ago, content reviews can ensure your brand voice is relevant and engaging and all material updated. Your website is the first glance a prospective customer gets of your brand. There is no such thing as a second chance at a first impression. A brand’s content is its secret weapon. It doesn’t matter if you have a fast-loading website with a user-friendly design if it lacks quality subject matter.
Yes, your website must be optimized for search engines so it can be found online. SEO is critical for directing prospective clients to your brand. What will they find once there? Answers to their questions and a quality product or service that solves a problem should be the priority. Otherwise, they will leave your site without ever engaging with your brand. Using a content-first approach can make websites more useful for visitors, which in turn, leads to higher conversion rates.
Here are five reasons it pays to work with a content review service to get your website content up to snuff in 2022.
#1 - Attract search engines
SEO copywriting is crucial for attracting search engines to your online content. Do you know what else search engines like Bing and Google like? Fresh content. One of the quickest and easiest ways to incorporate new information is with a blog. Customers have questions about your products and services. One of the easiest ways to provide answers to their questions is with regular blogs. Each post can address a specific topic. Posing blog titles as questions, then providing a basic answer as your opening paragraph is a surefire formula for attracting web crawlers to your site.
The leading SEO factor for search rankings worldwide is on-page elements, according to research conducted by Statista, a leading provider of market and consumer data. On-page SEO components include:
#2 - Focus on clients
A website is your most powerful marketing tool. An overwhelming majority of consumers – 81 percent – conduct online research about a brand before making a purchase. Businesses without websites need to correct that costly error in 2022. The team at The Write Reflection™ can recommend reputable website developers to help launch your new site.
Once you have a website, where many brands go wrong is focusing on themselves instead of their target audience. There is only so much tooting of your own horn you can do before you turn off a prospective lead. Converting visitors into customers depends on whether your brand positions itself as the authority for solving problems and meeting needs. Conducting market research and creating customer profiles and market segments identifies the current and future needs of your customer base. Keep in mind that customers’ needs may change over time, so periodic surveys and other assessments are necessary to ensure your brand is providing the most relevant content.
#3 - Provide new information
Once you develop brand loyalists, they will crave new and exciting information about your products and services. They may return to your website frequently to find the latest news. Clients who continually find old and stagnant content on your website have no reason to keep returning to it. Eventually, they may forget all about you and move to other brands with more effective engagement techniques.
Adding high-quality content at least once a week to your websites can keep current clients loyal while attracting new leads. Committing to a weekly blog posting from a top-notch SEO copywriter is one of the best investments your brand can make in 2022. Your brand also can focus on case studies, project portfolios, service-related content, and testimonials from clients to keep things fresh and informative.
#4 - Remove outdated content
One of the quickest ways for a prospective customer to lose trust in your brand is to find incorrect or outdated information on your website. An example is one of the oldest websites for a business called Interrupt Technology Corporation. According to hover.com, the site was registered on September 18, 1986. It exists solely for one purpose. According to the scant information found on the page: “We do not actively seek outside business. This Web page exists primarily to satisfy the needs of those who expect every domain to have a Web presence.” They get kudos for originality and snark, but not much else.
Obviously, this is an extreme example of outdated website information from a company that clearly doesn’t need new clients. If one of your business goals for 2022 is to increase sales and build your customer base, having an outdated website is detrimental to meeting that objective. Businesses that fail to fact-check and keep updated websites leave visitors wondering if they can believe anything else they claim about their products or services. If they don’t trust you, they won’t buy from you.
#5 - Stand out from the competition
Your website uniquely positions your brand to stand out from the competition. From the minute a visitor lands on your site, there should be little question about what makes you different. Prominently and proudly display your mission, values, and vision in every piece of content you produce. Adding client-centric content like FAQs, instructional videos, and webinars increase your brand’s value among your target audience. Depending on your industry, covering critical news, events, and innovations can help establish your brand as a subject matter authority. A content review expert can examine your competitors’ websites to see what they are missing, then make recommendations for how your brand can fill the gap.
Schedule your content review for 2022
Start 2022 off right by scheduling a content review with the SEO copywriting experts at The Write Reflection™. With more than 25 years of experience in the industry, Shari Berg can help spot weaknesses in your content and make actionable recommendations for improvement. Contact us to schedule your complimentary consultation.
Shari L. Berg is the owner/operator of The Write Reflection, and a writing professional for 25 years.