Add Content to Your Business Website - dummies

By Shannon Belew, Joel Elad

E-commerce businesses that focus solely on selling products are finding that they have to add more information to entice people to check them out. But all online businesses must be mindful of the content they place on their sites — and today content includes not only words but also photos, graphics, and videos.

People nowadays want to read good content wherever they go on the Internet. Quality content is also an important part of optimization to help your site rank well in search engines.

The key to satisfying both visitors and search engines is to provide meaningful and useful content. When placing words on the page, use clear, well-written, up-to-date, and accurate information that offers some value to the reader. Similarly, use good quality videos and photos that are helpful or interesting. Whatever type of content you use, it should contribute to (rather than take away from) the design and functionality of your website.

Look at the content on your site. Does it need to be updated? Could it be better written? Check out the information that people are reading on your site, and review the questions you receive from your browsers and customers.

If you’re not particularly skilled in editing, have some friends, employees, or colleagues look over your site and make suggestions. Does your site have dated or low-quality images? Does your site lack videos? Look for places on your site where videos and photos could add interest.

You should also look at potential ways you can add to your content, such as these examples:

  • Add a section featuring reviews and recommendations for your products. When customers have to decide what they want to buy, they like reading about other people’s impressions, experiences, and opinions. When you provide reviews, you give customers a reason to come to your website and one less reason to look elsewhere when it’s time to buy.

  • Relate customer success stories and experiences. When you highlight customers who have used your business, you provide a sense of validation to new customers by showing them that other buyers are happy with you. Videos are terrific vehicles for delivering customer testimonials or case studies because they can be quick, easy, and inexpensive to produce.

    However you feature these success stories, they also provide customers the opportunity to learn from each other, by sharing information on how they use your products. Sharing these customer experiences gives your business more value and helps you build repeat business.

  • Provide articles you wrote for other sites. One way you can market your business online is to write articles that have the effect of referring people to your business. Why shouldn’t those articles appear on your own site first?

    If you don’t have time to write articles, tap into free and low-cost article databases and freelance-writing services, such as Scripted, Elance, and ODesk, to name a few.

  • Tell the personal story of your business. Customers are always interested in knowing more about the people who work behind the scenes in a business. You create a sense of trust and purpose when you add some personal information, because then you’re putting a “face” to your clean, well-laid-out online business.

    Adding short biographies of you and key employees is an effective way to build credibility, especially for B2B websites. Adding to the biographies the ability to connect, follow, and engage with you on social media, such as Twitter or LinkedIn, is another way to help build trust with new buyers.

    If people get involved after learning more about the people behind the business or after hearing your story and the reason your business was created, their purchase becomes a form of support because they’re buying from a real person who has goals, desires, friends, and a family.

  • Add a blog. If you have an e-commerce site or a service-based company, you might not think that a blog has a place on your website, but it’s a natural fit for most sites. Blogs are a good way to keep a variety of content types (such as articles, videos, infographics, and photos) flowing on your website.