As a business owner, you’ve likely been told by at least one writer that you need good content. And you do! But what is good content? How does it help your business? Writers obviously appreciate good content, but you’re not trying to impress writers. You’re trying to land clients.
Good content adheres to the many rules that govern writing, which I won’t bore you with, but besides adhering to the rules of grammar, punctuation, style, and usage, good business content:
- Is concise
- Is effective
- Is organized
- Is relevant
- Is well-written
- Sells benefits
- Shows how your business is qualified
- Shows how your product or service is unique
Everything you write educates, informs, or persuades, and for your marketing collateral, the underlying goal is to attract new clients. A well-written blog, for example, is a multi-faceted marketing piece because it educates readers and shows you’re an authority in your field, all while using a soft sell. Its goal, of course, is to persuade readers to do business with you.
Here are three benefits of having good business content.
Great First Impression
Have you ever visited a website and found misspelled words or poorly-written sentences? Well, appearances matter. Prospective clients make judgments about businesses based on the quality of content on those businesses' websites, so if a prospective client reads your blog or visits your website and is impressed with your content, they’re going to assume your product or service is good; if they're not impressed, they’re going to assume your product or service is bad.
Business is competitive, so you’re always looking for an advantage. Best product, fastest service, lowest price—these are obvious advantages. Good content also gives you an advantage.
If your competitors’ websites fail to establish them as experts, fail to sell the benefits of doing business with them, or have poorly-written content and typos, prospective clients visiting their websites are going to look elsewhere. If they visit your website and are impressed with your content, not only might they do business with you, they might do so even though your competitors offer better products, faster service, and lower prices.
A business owner once told me content has no bearing on sales. He said no matter how good his content was, he had to sell his product. He didn't understand the power of good content.
The bounce rate, a valuable website marketing indicator, tells you how many people leave (i.e. bounce from) your website after visiting your Home page (or another page if it’s your landing page). So, if your bounce rate is 33%, one in three people who visit your website leave while still on your Home page; but two in three leave while on another page (on your website).
If your bounce rate is 33%, but the industry's bounce rate is 50%, you have more website traffic than the industry norm. Two out of every three (66%) visitors to your website are visiting at least one more page on your site, but only one in two (50%) visitors are doing the same on your competitors’ websites. And more website traffic means more sales.
There’s no downside to producing a good product or service, and there’s no downside to having good content. Bad content is a liability—if your content fails to do the things I mentioned, it’s a liability—because it causes you to lose business solely because of your content.