Writing a website is tough. The thought, time and energy that go into creating web copy that sells are enough to overwhelm any small business owner.
Still, having a website is a necessity in today’s digital world. Small businesses realize the importance of creating an online presence to connect with Internet go-er’s and mobile users. Websites deliver credibility and work as a resource to answer your customer inquiries.
The content that makes up the pages of your website is one of the most crucial parts of content marketing. And one that many small business owners do wrong.
The Number One Mistake Businesses Make in Content Marketing
The top mistake of small businesses is that their web copy speaks plenty about what the business does, and very little about why that should matter to their audience.
Talking about your business is easy. After all, it’s what you live and breathe day in and day out. But to your customers, it’s new and they need convincing about why they should listen to what you have to say.
Here’s how to put an end to this single content marketing mistake.
- Address needs up front – Your website visitors arrive on your website for a reason. They want something from you. Show them that you recognize this need by addressing their concerns up front.
- Highlight the ‘what’s in it for me?’ – Benefit centered content resonates far better than content that only lists facts and services. Focus your content on how your business, product or service can change the person’s life for the better. Do you save a person time, money, both? Tell them this up front so that they know what they can get from working with you.
- Answer common questions – If you continuously get the same question popping up from your customers and leads, you can be confident that others are wondering the same thing. Answer these questions up front so that you give people a reason to turn to you for help. If you don’t answer common questions up front, your website visitors may look to your competitors for the answer, and ultimately do business with them instead.
When you speak to the needs of your website visitor, you give them a reason to work with you. Instead of talking excessively about what your business can do, tell them what your business can do for them. This slight shift in tone is enough to drive more sales and give more of your audience a reason to want to do business with you.