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Published September 26th, 2017 by

The Art of Content Strategy: Embracing Usability of Your Site

The online reputation is critical for any brand in any industry. Many customers and users try to find information on a brand’s website first and then decide if the brand is suitable for their needs or not.

This means that the website of your company needs to be well designed, properly maintained and rich in content. There are many examples on the internet of brands that have content that is ten months old. Users get bored quickly, and if you don’t get their attention, it’s really hard to convince them to buy what you have to sell.

Hire Professionals

The effectiveness of your website lies in the content that you create. It’s not necessary to create content on your own. There are millions of ways to have some great material done by experts. A great idea is to consider corporate copywriters. These people provide companies with great content based on the niche of their brand.

The process is simple: find copywriters, tell them about what you do, what your values are and what’s important to you, and they will generate personalized content that will be perfectly designed for you.

Bring Creativity

Creativity is one of the most important qualities that a brand can use when it comes to communicating with a target audience. Having a formal tone and talking to your clients like you are a stranger to them will not bring them closer, and it may make them more reluctant to embrace your brand.

People are more likely to be fond of a brand if it has been familiar and comfortable with them rather than having a pragmatic and serious attitude.

LWM Personal Injury lawyers are very creative on picking up their CTAs, Headings and Post ideas. LOOK at their trust badges from AVVO, Super Lawyers and Expertise websites. They exactly know how to grab the user’s attention with-in first 5 seconds of their session. The four phrases under the rolling slider convey their brand’s voice loud and clear.

Credit: Screenshot from lwmpersonalinjurylawyers.com

Attention! Don’t mistake professionalism with pragmatism. Being professional means that you treat your work, your clients and yourself with respect and high regard. Being pragmatic means that you have a serious tone all the time without differentiating various situations when you can be loosen up.

Being different

One big problem with web copywriters is that they have a tendency to watch websites that are similar to yours and provide a similar content to what they see. This might be a problem as the creativity level will be at a minimum. If you really want to show your clients that you are unique in your industry, you need to talk with your copywriters and have them produce content that hasn’t been written yet on the web.

Many will spin the ideas that they see and say the same things in different words. This is not originality, and users can spot this and won’t look for you again. If you really want to be memorable, then you need to be as creative and original as possible.

Create engagement

The greatest thing about content marketing on a professional website is that it allows users to have an opinion and to comment on that. Social media allows this process to happen, and the results are incredible. We have entered a new era of communication where the customer can actually provide viable feedback about the products, services or items.

This is incredible because the company can enhance its delivery by taking that feedback into consideration. There are few companies that use this particular method when it comes optimization. Those who do manage to take this aspect seriously not only have more and more clients at their doorstep, but they manage to create a solid name of themselves.

One last thing that you should not forget when it comes to content is plagiarism. This is very serious these days, and you need to be careful to have original content on your website. There have been millions of cases where people have claimed their right to a certain intellectual property, and the legal suit cost millions of dollars.

Credit: Leo Preston shared her views about the importance of web copywriting and how it is effective for your website.

Shyam Bhardwaj

Shyam Bhardwaj is the Senior SEO Analyst and Founder at eShine Marketing, specialized in search engine optimization and marketing. Shyam has over 7 years of experience working with global businesses under different marketers.

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