Once it used to be enough to just have a Web site for your business, but to really compete online today your Web site has to stand out amongst the competition. One important way of achieving this is through the power of written content, or copy writing. Effective content doesn’t just mean a well written website, though that is a chief factor in distinguishing yourself from your competitors, it also means using content to promote your business to increase exposure to potential customers. This article looks at the different ways content can work to promote and improve your business online.Having the right conversation with your customerIf you have a website, ask yourself if it is having the right conversation with people who visit your site. Does it tell them about your service? Does it entice them to find out more? Does it sound informative and friendly? Web content works best when it acts like your top salesperson. Your customer has visited your site which means there is interest in what you have to offer, but your content now needs to work to convince the customer to choose you over the competition. Well written content pre-empts customers’ questions and objections and provides them with the answers and reassurance that your product or service is the right match for them.Establishing your business as an authority in your fieldHaving articles published on your website about your field of expertise establishes you as an authority in your field. When customers visit your site and can find information not only about the services you offer, but also about your views on the industry you are part of, it builds credibility into your brand. If you are offering a business services such as consultancy, you may want to consider having some aspect of “free content” on your website. This allows customers to see a sample of the advice that you might offer them as well as establishing your brand as one that remains at the forefront of current developments within your field. A website with a blog or up to date articles about the service offered will stand out as more authoritative than a website with dated content that hasn’t been changed since launch.Promoting your businessHaving good content written about your business is only part of the process in improving your business’s presence online; a large factor is promoting that content so that people can find out more about your website and service. By having articles about your business published on other websites and blogs is an affordable way of advertising your service and increasing the number of potential customers who read about your business. By submitting articles to blogs which appeal to your target market is a strategic way of reaching new customers and is much more affordable than mass market offline advertising. More people are using the Internet to research products and business services and by having articles promoting your brand for people to find when they do their research, you are one step ahead of you’re the competitors who are not using content in this way.
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