Inserting the Right Web Site Content

Inserting the Right Web Site Content
While you are preparing for the launch of your new site there is no time like the present to think about the most important part of your website. CONTENT
The content tells the story of who you are and what you do in detail. The content is what the search engines read to make sure you are a valid source of information, and the content is what the users come to the website for in the first place. Well created and well thought out site content will position your business as the best source for your product or service.
Don't be afraid it's easier than you think to write. I use four simple questions to create the right content for any site.
You can use the questions below like a worksheet for your content before it goes into your website.
To get started we do some basic What, Why, Who, and How questions

1. What does your company do for your customers?
Be as specific as possible tell people what you do and why that matters to them. This should be first on your website so that as soon as a visitor lands on your site they see what you offer them immediately.
Example:
We help our customers save 30% on our Quality Laser Products re-manufactured toner cartridges.
For the website you can make a headline that packs a real punch with quality.

2. Why are you the best company for me?
It could be history, a guarantee about product quality or statisfaction,a testimonial form another company, or maybe a special process you do that no one else does.
Your sales people already know why you are the best solution, write it down and put it on the website.
Example:
Our toner cartridges come with a complete quality guarantee, if they cause any problem in your printer, fax or copier we will arrange to repair or replace your machine for free!
Be aggressive; state a real competitive edge to build your customer's trust. Encourage them to do business with you now.

3. Who are you? Tell them about your experience and history as a company or individual in order to help them understand why you know the business.
Example:
We've sold copiers and printers direct from the manufacturers for 20 years and have seen every cartridge available; this gives us the edge to inspect all re-manufactured cartridges and only provide the highest quality products to our customers.
The most important part of this area is to be honest. Tell people why you know what you know and it will set you farther apart as a unique company.

4. How do they get the benefit now?
On every page it is critically important to show visitors something enticing (your what, why and who will do this). The step that separates mediocre websites from strong websites is telling them exactly how to get the benefit. Direct them to the next step in the process. A direction to the next step and a link are all you need to make site visitors take the next action.
Example:
See how much you save on re-manufactured toner cartridges (link to the product search) or Shop our online selection and start saving now (link to the online store) or Call us today to see how much you save (link to contact page and insert phone numbers)
These are the basics of a good homepage: One you take all of these pieces of information and put them together you get a hard hitting page that will spur people to take the action you would like as an ideal response, below is what it looks like when you put it all together.
Put It All Together

Save 30% on toner with Quality Laser Products Re-manufactured Toner Cartridges
We've sold copiers and printers direct from the manufacturers for 20 years and have seen every cartridge available; this gives you the edge to inspect all re-manufactured cartridges and only provide the highest quality products to our customers.
Our toner cartridges come with a complete quality guarantee, if they cause any problem in your printer, fax or copier we will arrange to repair or replace your machine for free!
Shop online selection and start saving now or Call us today at 1-800-123-4567
To convert these concepts into any other page realize the goal of the page is the same, to position your business as the best solution for your product or service, and direct the site visitor to act.

You Can Do It
Think about having a conversation with a customer in the store about your business and write what comes naturally. That's usually the best and most believeable kind of website copy. As you venture deeper into the site on your "About Us" page and "Services" page etc., include more details than the Homepage and tell them the bigger story about why you are a unique company, and why your process is special. Remember to answer the same four questions on every page and you will get results from your site.


About the Author
Yerasoft VP Marketing
Carl Brown VP of Marketing at Yerasoft LLC, specializes in high yield website strategies for small and medium size companies.
If you want to learn more about high yield website strategies contact Carl Brown or a consultant at www.yerasoftl.com