6 Reasons Why Content Is So Important For Great Web Design.
Why is content important in a website? Why is content marketing effective? And how does content boost conversions and drive sales? In this article, we’ll discuss six reasons why content is king in web design and beyond. Let’s jump right into it.
1. Content educates your audience
Educating your audience is just one of the reasons why content marketing is so important.
Think about it this way. A user has landed on your website – whether that is your home page, a blog post, or a services page – for a reason: they want answers.
Let’s say you sell pens. A web visitor might want to buy one of your pens – they are looking for the cost, the features, the unique selling points your pens offer over competing brands. Or maybe they want to learn how to change the ink in the pen. They are looking for clear, concise, step-by-step instructions. Through content, you can educate this web user – you can give them the answers they want.
When your content educates, your audience is engaged. Your brand becomes an industry authority, a thought-leader, a business that users are all too happy to trust. And that will keep them coming back again and again.
2. Content builds brand awareness
Words build brand awareness, another great reason why content is king.
Content communicates your brand in two distinct ways:
- Through content, you can express your brand’s mission. What do you stand for? What are the pain points you are out to solve? What value do you deliver? When you refine your content to reflect your brand, your audience gains a clearer understanding of what sets you apart from your competitors. This allows them to engage on a more meaningful level.
- Content marketing is so effective because it attracts new people to your website, people who may not yet be aware of your business and its offerings. Professionally executed, search engine optimised content broadens your audience, and, in turn, boosts brand awareness.
The UNHCR website thrives off captivating stories and engaging writing, this part of the project was a critical part of engaging with an audience that requires context and motivation.
3. Content helps you build links
Why would another website link to yours? Simple. Because you have high-quality, up-to-date content that provides real value to their audience.
And why is building backlinks to your website so critical? First, it can drive a significant amount of traffic to your site, especially if the website that is linking to yours has a high Domain Authority (DA). And second, backlinking has long been one of the top criteria search engines use to determine the rank of web pages.
4. Content strengthens the relationship between you and your customers
Through social media posts, your website, your blog, and your newsletter, you use content to build and nurture the relationship between you and your customers. And it’s this strong connection that will turn one-time buyers into loyal customers.
The content you publish gives your brand a voice – a human voice. The style of writing you use communicates your business’ personality, whether that be authoritative and trustworthy or youthful and creative.
You can even use your content marketing efforts to introduce your team members, again enhancing the human connection between your brand and your audience.
5. Evergreen content brings in traffic long-term
Why is content important in a website? Because, if it’s evergreen content, it will continue to bring in traffic for months – if not years – after its publication.
Evergreen content is content that isn’t time-sensitive. It provides knowledge, answers questions, and offers a solution to visitors’ basic queries. It can be repurposed time and time again: re-shared on social media, used as the basis of new assets (videos and infographics, as examples), and included again in your EDMs.
6. Content generates leads
The number one reason why content marketing is so important is this: it generates leads, increases sales, and boosts your bottom line.
Content marketing ensures your business is found by those looking for the product or service you offer. Once your business is found, content expresses what makes your product or service better value than your competitors. Content guides the user through the sales process – whether that be an online checkout or a contact form.
Even after a sale is made, content supports the relationship between the customer and your business. And this increases customer retention and leads to repeat sales.
Content is king in web design
There’s no doubt about it – content marketing is here to stay.
Your website is essentially your brand’s 24-hour, seven-day salesperson. It’s also most likely the first point of contact a prospect will have with your business. If your web content isn’t optimised to increase conversions and drive sales through search engine optimisation, brand awareness, and user education, you are missing out.
In short, the contemporary business cannot succeed without a robust content strategy.
Discover beautiful, functional web design
Content is an extremely critical part of web design, but a beautiful, functional website brings together a whole host of features. From impeccable graphics to intuitive user experience (UX) design, excellent web design is multi-faceted.
If you’re ready to put your brand’s best foot forward and make your website work hard to drive sales, get in touch. Our team of passionate, experienced web designers and UX experts would be more than happy to chat about your business’s unique needs and requirements.
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