What is the number one reason people open up Google, and type something into the search box? What does this have to do with website content or website design? Let’s use an example. Lisa turns on her computer, opens Internet Explorer, and goes into Google’s home page. She types in the name ofa a restaurant in her area called “Ferreira’s”.
Why does Lisa do this?
What is her end-goal when typing in this phrase?
Does she want to go straight through to an online telephone book that just tells her where the restaurant is and their contact number?
Perhaps not. Perhaps, Lisa heard the name of the restaurant, and wants to know more about them; what dishes they serve, what the atmosphere is like, whether going to them would be easy on her pocket? And that, right there, is what this article is all about. Of the visitors that come through to any given website on any given day, a large portion of these visitors are not looking to be sold to.
They want information. The same can be said for just about any website selling clothing, electronics, cars, jewellery, cosmetics… the list is endless.
So Many Choices
One pervasive element of modern life is that we are bombarded with choices. We have to make more choices on a daily basis today than some influential people had to make in a month back in medieval times. What brand of toothpaste shall I use, shall I floss today, what clothing to wear, which shoes go with it, what shade of eyeliner to use, which colour tie…. And that’s all before you’ve even had your breakfast for the day.
Choice is everywhere, and is usually overwhelming. With this choice comes, for want of a better word, pickiness. People have also become decidedly choosy, and take a few minutes to consider each choice offered to them. Some consumers make a choice on impulse, others weigh several factors before making a decision. Still others simply leave their decisions to the luck of the draw.
Now, of the multitude of visitors on any given website, those that are in the group which make informed decisions can only do so if they are given information about that which they are trying to decide on.
For example: a father is trying to decide which brand and model of laptop computer to buy for his son for his birthday. While making his decision, a lot of general questions come to mind, such as “is it fast enough”, “would it need to be upgraded regularly”, “can it run the types of games he would like to play”.
This father could generally find most of this information, albeit it not in an easy-reading format, when searching on the net. So a small start-up company that happens to be in his area has a website, and he finds it using Google maps, since he doesn’t want to travel too far to buy the laptop.
When he enters the site, he’s a bit surprised. Instead of being splashed with adds and products and various sale promotions, he is met with a clean, elegant design, and a section which gives him more information about laptops in general. He navigates to this section of the website, and is again pleasantly surprised. Here, a list of articles about laptops greet him.
Articles with headings like: Laptops that never have to be upgraded. The Best Laptop for Playing Sky Rim. And so on. Instead of simply being met with advertisements for several models of laptops and their dry and often confusing specifications, he can browse through several well-written articles to determine in a much more meaningful manner which laptop would be the best choice for his son.
Thought Leadership Website Content
This concept is called Thought Leadership Website Content. As a business owner in a specific market, who would know better how to answer some of the questions clients and customers have? Who better to give information to the casual shopper about their products and better their chances at completing a sale?
When creating a website, some form of thought leadership website content has to be included. It not only gives visitors more than they expected, but it keeps customers coming back. It also increases Search Engine Optimisation on a site, as there is regularly updated content for Google and other search engines to index. And word of mouth, undoubtedly the best form of advertising out there, would basically promote your website for you!
Stumped for ideas? Keep a notebook with you at all times, jotting down any area of your company or product which you think might make good reading material. Remember, anything you feel might make a potential visitor to your site stay a bit longer and read through will make a good article.
Once you have dabbled in a bit of journalism, why don’t you try recording podcasts and video tutorials? Many people prefer to have their information reach them in different media formats, such as listening to interesting podcasts on their phones whilst driving to work. Also, many things are much easier to demonstrate, explain or illustrate using short, to-the-point video tutorials.
Become a thought leader in your field, and start adding informative articles, tips and hints to your existing website content. Or contact us to redesign or build a new website design for you which easily and efficiently encompasses this often overlooked factor of any successful website.