by David T. Bruce

We have discussed the importance of remaining visible in the social media community, making the analogy that regular blog posts and social media updates are as important to your business as are product placements in a brick-and-mortar business. We can extend this analogy to the store front – the customer’s first impression of your business. If what people see on the outside is attractive, they are liable to come inside. The book is judged by the cover, so to speak. However, if what the customer finds inside is lacking, then they are as liable to leave and not return. Once the customer is inside, you have to give that person a reason to stay and a reason to come back. The same goes for your website.

Many websites employ phenomenal graphics that are pleasing to the eye, focused on creating a landing page that draws consumers in. Often enough, however, the implied message on a landing page is not what is found within the pages of the site. If your information is negligible, superfluous, or repetitive, your customers will not stay. This is even more critical online than it is in the brick-and-mortar world. You only have a few seconds to keep consumers interested enough to keep exploring your site.

As you develop your content marketing strategy, make sure that what you advertise on the cover of your website is what your visitors will find on your web pages. And be sure to fill your pages with relevant, current and content that is regularly updated. Engage your audience and encourage them to engage with you. Not only must you provide your visitors with what they think they want, you must provide them with what you think they need. Provide relevant content and share meaningful links to other significant content.

Yes; how your website appears is critical. But the content inside your website is the stuff that defines who you are and what you have to offer visitors. Ensure that you give your website content as much attention as you would your website storefront, maybe even more so.