Visitors Into Customers Series 7: Become A Knowledge Center

You have a site, and you’ve got a convincing home page that has an easy way for customers to contact you. Now it’s time to build some traffic.

The best way to build traffic is to get expert, original content written for your site. The reasons to write content are many, far above just getting rankings.

Builds Trust & Credibility

When a customer arrives on your site and sees a nice friendly picture of your staff, or reads about “how friendly you are”, a small amount of credibility is built.

Imagine a visitor is having a problem with their plumbing. They search “how to unplug a plugged sink”, looking for answers. As a plumber, you’ve written an article with step-by-step pictures on how to do it.

The customer is then thinking to themselves, “hmm…this seems like an awful lot of work; work that I don’t really want to do.”

Guess what they do next? Seeing as though you’ve provided them with the information that they needed, and your content was so good, they call you! By answering their questions, a huge amount of credibility is built for you.

Creating areas on your site where customers can become legitimately educated on your business is great for building trust, and trust = more sales.

Helps You Create & Refine The Voice Of Your Company

As you write (or a ghostwriter/employee writes for you), you become much more educated on how you want the “voice” of your company to sound.

You read over what’s written, and thought-by-thought you realize “I don’t like the way this sentence comes off, let’s change it to this”.

Finding your voice online is ideal, because the risks are fairly low if you accidentally portray a voice that you didn’t really want. Imagine having to learn how you want your “voice” to be through highly publicized news pieces – what a nightmare!

By working through content on your website, you can find out how you want to interact with your customers, and how you want your company to sound to them.

Educating your customers online is a wonderful way to establish the face of your company. Do you want customers to view you as:

• Playful, or serious?

• Funny, or straightforward?

• Sophisticated, or accessible to anyone?

• Flat, or emphatic?

• Excited, or reserved?

• Friendly, or stern?

Regardless of any voice you want to portray, customers are going to see you as knowledgeable because of it.

Boosts Your Google Rankings

And let’s not forget the original content reasoning: traffic!

By building content about your line of business that answers your customer’s questions, your website becomes a valuable property in the eyes of the search engines.

Google, Bing, Yahoo: they’re all designed for 1 purpose – to help people find information. If you can provide information that people are looking for, then the search engines can deliver…you! Or your website at least.

By creating valuable, original content for your website, you’ll receive one thing in return: traffic. And with traffic, comes more leads and more sales.

Want the sure-fire way to get to the “first page of google”? Make content!

To summarize, writing great, original content “from the experts” will:

• build trust and credibility between your company and your customers

• increase traffic to your website

• help you refine the voice of your company.