Goodness, yes of course it does! Even if your website looks the bee’s knees, if it lacks anything worth reading or watching, what’s the point in it even existing?
Quality web content allows you to position yourself as an expert and thought leader within your field. It enables you to show that you understand the challenges faced by your target audience and to demonstrate that you’re the right person to help them. When written well, it guides prospects along their journey to becoming customers and helps Google to understand what you’re about, ranking you in search listings accordingly.
When written badly, it doesn’t do any of these things.
Your website should be your marketing hub, providing all the information a visitor requires without bombarding them. It should impress them without dazzling, help them without being patronising, address problems without catastrophising and always, always provide a call to action. People visit your website for a reason, be it to book a hair appointment, hire a solicitor, download an album, whatever – make sure that your content helps them to achieve their goal.
As well as the design and copy, web content includes blog posts, videos, downloadable resources, social media integration, audio files, infographics and anything else worthwhile that gets the visitor’s attention. Whilst getting your brand, services and character across, it also gives people a reason to stay on your site for longer, explore different areas and return on a regular basis, which help Google to recognise you should be ranked higher than competitors with inferior websites.
Web content is also excellent for social media, as blog posts, videos and so on can be shared, pinned and promoted to attract new followers and disseminate your key messages. Similarly, it can be added and embedded into email campaigns, with the most effective method being to give a snippet so that the reader then needs to visit your website to learn more.
Would you like to know what else you need to get right in order to drive traffic and generate leads with your website? Why not download our free guide.