The quality of Web site content is increasingly important, because readers are becoming more discriminating in what they read. The very words you use in Web site content, or any other piece of writing for that matter, can make a difference in reading habits—and buying decisions. We used to just throw up a blog post about anything slightly related to our topic—some even use automatic Web site content article-writing software. Just by posting something with key words, we could get a little traction (which means you could get people to visit your blog and add to the metrics, which would make Google give you better rankings). However, search engine ranking processes are becoming more sophisticated. Key words are still important, but in order to weed out the posers, search engines are finding better ways to identify content that is truly helpful to readers.
Richer Content Builds Relationships
Readers are looking for deeper, more informative, more personable content they can really connect to. In other words, they are looking for a relationship with you. They don’t have time to mess around with a million schlocky Web site content articles that say the same thing in a clunky, unhelpful way.
Look at this from the reader’s point of view. Let’s say you’re looking for a piece of jewelry for your significant other on your anniversary. In the past, you might have typed “anniversary ring” into the Google search bar. These days, you are likely to type something like “sapphire men’s anniversary ring Denver.” Searches are more specific and searchers are more savvy.
When you found a ring online in the past, you most likely were just looking for the best deal from an online store you could trust. These days, you’re looking for more—partly because you can get it as Web site content becomes richer. Online stores that want to be on top of the heap now include robust information about their products.
You might find an entry for the ring that discusses the history of sapphires, the quality of stone, the artist who designed it, the philosophy of jewelry investment, the reputation of the store that’s selling it, testimonials from happy customers and more. Because you specified a city, you might even be able to go down to the store to see it in person. Compare that with an entry for another store that just lists price and stone quality. Which one are you more likely to buy from?
Words are a Powerful Way to Prompt Action
An essential part of creating robust Web site content is the words you choose to describe your product or topic. You might not think it makes a difference, but it does. It’s more than choosing key words that will prompt a successful search for a product on your site. It also has to do with choosing words that resonate with the reader. Think of it as accessing key words in the brain. It’s just as important in print pieces, including customer letters and casual e-mails, as it is in Web site content.
As you read the following two entries about the sapphire ring, pay attention to your inner “compass” and see which one has a slight difference that resonates more with you.
Men’s One-Carat Emerald Cut Blue Sapphire Anniversary Ring
The sparkle of this deep blue better-quality sapphire will match the sparkle you see in his eye when he opens this remarkable anniversary gift.
Men’s One-Carat Emerald Cut Blue Sapphire Anniversary Ring
The sparkle of this deep blue finer-quality sapphire will match the sparkle you see in his eye when he opens this remarkable anniversary gift.
More than likely, you felt a little twinge of resonance when you read “finer,” as opposed to a flatter feeling when you read “better.” This is a slight difference that, along with many other subtle differences in the same entry, as well as other language, design and navigation subtleties on theentire site, could turn into a decision on the part of the buyer to purchase one ring over the other. You can use the same principle to get buyers to purchase your product over your competitors’ product.
Words are a Tool to Tap Into Buyer Emotions
Every buying decision is an emotional decision, and your choice of words is one of the best ways to get a finer return on your investment. It’s also a good way to enjoy your work more by meeting and connecting with people who are genuinely interested in what you have to say. Words are powerful. Use them wisely!
