Insights

24th June 2021

How good quality website content helps you increase sales

When developing a website it is easy to become too focused on the design and functionality of the site without looking at the actual content. Whilst all are important, many will focus on the former without giving equal attention to the latter. 


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If you are not careful this could be to the detriment of your website performance, rankings and as a result your sales. with that in mind, here are some of the ways that good quality web content can increase the sales for your business. 

1. Good content leads potential customers on a journey

Whilst you want to write with search engines in mind, you also want to ensure that your content is of value to your human readers. Good content answers potential questions that your readers may have on your areas of expertise, and sometimes these can be specific product queries or a look at the wider areas your business caters to. 

Different forms of content like videos, podcasts and blog posts will lead your customers on a journey through the sales funnel with the lowest possible friction. Do not be afraid to include links to product pages that will make it easier for your customer to make a buying decision once they have gotten the information they need from the content you have provided. 

2. Optimised content will increase your website rankings

Given you need to write with both humans and search engines in mind, readable well laid out content is good for both parties. Include headings and subheadings that break down your content into easily digestible chunks. Section summaries can help and including content in these formats can increase the chances of gaining featured snippets. 

3. Content will build credibility within your space 

Customers want to know that they are buying from a reputable source, this is one of the reasons why large established ecommerce sites like Amazon maintain such a high market share. Whilst competing with big hitters headed up by the likes of Jeff Basos may not be the best starter strategy, building credibility through good quality content is a good place to start. 

If you are providing valuable content, your credibility will build but it does take a fair bit of time to build up.

Find experts in your field, both within and outside the organisation and try and get them producing content for you in various formats. Guest posting on other sites can also increase your authority in certain areas and these links can be very valuable from an SEO perspective. 

Get in touch with Varn for help with optimising your website content 

If you want to take advantage of ways to use content to generate sales listed above, then get in touch with the team at Varn. We are an expert search marketing agency that builds websites that are optimised from a technical perspective whilst simultaneously focusing on content optimisation for sales. 

Article by: David, Digital Marketing and Video Executive More articles by David

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