There are Many Possible Reasons Why a Website Under-Performs.

Static Content is Often One of Them

Business owners often tell me that their website under-performs -- it gets little traffic and generates few if any new clients for them. There are many reasons why this is happening, but in my experience one of them is that a lot of businesses think, “If I build it, they will come.” In other words, they assume that all they need to do is put up a site and presto chango, potential clients will find them. Ah, if it were only that easy!

Creating a well-designed site with good, solid basic content is an essential first step on the path to it’s becoming an effective marketing tool for your business, but driving traffic to the site is equally important. One way to do that is by constantly adding to the site new and interesting content with specific appeal to your target market - content like articles, blog posts, podcasts and videos. In other words, give potential clients a reason to come back to your site time and again. Although they may not contact you right away, if you impress them with the high quality information and advice your site consistently provides, you increase the likelihood that visitors to your site will become clients eventually.

Another reason to keep the content on your site fresh, is that Google likes sites with lots of new content. In other words, fresh content is good for SEO. Therefore, dynamic web sites -- sites where content with the right key words is always being added – are going to rank higher in searches than sites that change little, if ever.

If you don’t have the time to write fresh search engine-friendly content every week (or if you don’t like to write or are not a good writer), give that responsibility to one of your employees, hire someone new to do it, or contract with an outside writer. First however, be sure you know what your keywords are and think about the tone you want for your content – authoritative, friendly, helpful, accessible, humorous, etc. Then, regardless of whether you decide to use an in-house writer or to farm out the work ask for writing samples from the people you are considering and make sure that whomever you choose has a marketing sensibility. It’s one thing to write great prose, but you need someone who can do more than that – you need a writer who can write great content that sells your business without reading like an advertisement. And that takes a special skill.

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