How Does Content Draw Clients to Your Company Website?
The rise of the Internet created a kind of collective insanity. Within a few years of the modern Internet kicking off, nearly every business owner knew they had to have a website. For those who knew how to build websites, a golden era had begun. To help people find websites, directories and search engines appeared, but few were very useful at locating accurate information.
Then in short order, Google came along and made sense of a seemingly senseless experience. Finding websites of interest became much simpler, more exact. Google did this by giving each website a score. The scoring system was called Page Rank. It was not named because it ranked web pages, but because it was developed by one of the founders of Google, Larry Page.
It did not take long for people to learn how to manipulate the Google algorithm. As with any new enterprise, there are always going to be kinks which need to be worked out. The Google search engine was no different.
So, just as SEO or Search Engine Optimization was becoming a mainstay of the Internet, Google changed things.
2009, 2010, 2011, 2012…And Beyond?
Seeking to better their search engine, Google started a series of major changes to their algorithm. These changes affected the way their search engine functioned. The goal was to remain the best at producting search results.
Some folks found ways to fake search engines into recommending their websites even though the sites did not really offer anything of substance and value. In the eyes of Google, the search algorthm needed serious changes.
These chages set the Internet ablaze and within months, site owners feared the dreaded Google Black Hole. The black hole was a place in the nether reaches of the Internet where websites get lost forever. Sites violating Google standards would be blacklisted, never to rise again…no Phoenix rising from the ashes, just a heap of website ashes.
What does this have to do with content drawing traffic your website?
Glad you asked.
“Two challenges face nearly every business today: getting noticed and getting paid.”
He couldn’t be more correct.
The sole purpose of any website is to inform. That was the point of the many Google algorithm changes. The company wanted to keep their search engine providing searchers with the best results. Google wants to provide search results tailored to each individual. For instance, if I search for “the best Law Firm,” do I want the best Law Firm in Chicago?
If I live in Chicago, sure. But if live in Lake Charles, Louisiana clearly not.
So when I search for “the best law firm” using Google, guess what results I get? I get results based on my location. But I ONLY get Lake Charles results IF the owners of Law Firm websites in Lake Charles have made sure their website is optimized for local search. In other words, they need to identify their firm as located in this city or the search engines do not know to send local people to the site.
So, in keeping with the quote above, the first challenge is to get noticed. Local search/local optimization does this, but the second challenge is equally important.
How does a business get someone to move from the virtual world to the real world, aka, their Company?
This part really couldn’t be simpler. In fact, it is so simple that once you read it you will feel silly for not thinking of it. Ready?
The right content can draw traffic to your company website, but the right content can also help the company grow by drawing targeted traffic to the site. What does this mean?
Be an expert.
A website is a way to show your expertise. If you are a great family lawyer in Lake Charles but put generic content on your website, you sound generic. If you are a great criminal defense attorney in Sulphur, LA but give the same bland information on every other criminal defense website, your expertise will not show.
Remember, just having information on your website does not mean people will see you as an expert. YOU MUST OFFER SOMETHING OF SUBSTANCE.
In fact, just the opposite will occur with generic content. People will think you have nothing to offer and the website, if it gets found at all, will do more harm than good. Think about it.
How many people trust Google with advertising? Many, yes? Why? Because Google is a proven expert at getting to know their visitors. They track EVERYTHING. They are masters and on a subconscious level, we all know it. So we trust their expertise in advertising.
Think of any website you visit often. Do you go there for bland, run-of-the-mill information you could get anywhere or do you go there because the information is fresh, original, and informative?
Then why not build your company website the same way?
Are you afraid to give up trade secrets? Guess what? You can tell your Calcasieu Parish readers exactly how to win a case and they will still hire you. Very few will try to represent themselves.
You can tell your neighbors in Westlake how to fix their drain and they will still call you for their major plumbing problems.
You can teach people in SWLA how to troubleshoot minor car repairs and they will still use your services.
In fact, the best way to get new clients is to show them just how much you know. That builds their confidence in your abilities and they come to trust your opinion. More than this, when you help them, they remember that and loyally return the favor. They will talk you up to friends and use you for bigger jobs.
That is part of the answer to the second challenge of how you convert online readers to offline customers.
The other part is to ask them to visit or call or give you some basic information you can use to contact them. This is known as a Call-to-Action or CTA. Use a CTA on every page, every post of your website. Include it in the side bar. And never, NEVER hide your contact information - be sure they know how to reach you by phone, email, of form.