Content for Local Business
Content for local business comes in many different forms as you build and maintain your website. However most websites that you see are relatively the same and forgo one of the major components to their web presence.
The focus of many sites is to offer either flashy sites that they pay a fortune for that just sends the visitors away. Visitor comes to your site and you have a flash intro that has to be downloaded, etc. Visitor says this is taking too long and moves on to your competitor. These things only work for certain types of industries. Follow the KISS principle.
Or, the business has a “brochure style” site that lists the common things regarding their business. Who they are, what they do, perhaps some bios, a contact page, and that’s it. There is nothing that shows the visitor why they should choose them or how they will help the visitor. There is no WIIFM (what’s in it for me) for the visitor.
Ask yourself, how many times have you sold your company to a prospect based on a brochure?
If you use your site as an extension of yourself and your business to build trust, pre-sell, and get them to do what you want (which is contact you), then there are strategies you’ll want to implement.
Bottom line is you only have a few seconds to intrigue that visitor to stay. That will be done with your content.
Content comes in many forms and is going to be used with a combination of other areas we talk about to ensure you maximize your website and generate the most traffic possible that will turn into leads and paying customers.
Writing articles, tips, and so forth for your site will warm up your visitors. Your goal with your content is to build trust and credibility which is tougher to do on the web than in person. Then you set up various pages/articles to offer your most wanted response - the goal with this is to generate contact some way shape or form.
Photos and images are great pieces of content as well - if your site calls for it. For example, a travel related site will have tons of great tips and articles on that particular topic, but many folks love to look at the photos as they speak more than any article can. Plus, the search engines actually have searches for images which is a great way to get ranked well and gain traffic quickly.
Videos and audio are something that has taken the web by storm. Do I have to say anymore about this? Youtube and other sites have quickly become household names and using videos as content for local business will certainly be something you can implement. You can use them as a marketing tool or produce a package to sell.
Other forms of content for local business include, but are not limited to, sales letters, producing reports, ebooks, email marketing for local business, the look and feel of your site, forms to get your visitors to contact you and provide their information, and more.
Most of the web experts out there will state that your content is a huge factor in the process of what Ken Evoy of Sitesell calls C-T-P-M (content, traffic, pre-sell, monetize). And these rules apply to local offline businesses as well.
For local businesses, it is important to use your website as an extension of your marketing that takes full advantage of the Webs potential instead of just throwing a website up because you know you need it.
I can guarantee that a well done website will generate more quality leads that turn into paying customers and clients than you ever dreamed.
To your success,
Joe Collinsworth
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