The goal of high quality web content should be to start and then cultivate a relationship with your readers.

Provide visitors with what they want

Visitors who land on your website for the first time may not be interested in buying goods or services from your business. They are seeking information, or they want entertainment. This means that the aim of your website content should not be just to sell products or services, but to provide valuable information in an interesting and lively style.

To cater for your readers, you need to know who they are. What are they interested in? What are their concerns? Your content needs to be tailored to this reader profile.

Further, you need your readers to return to your website so that you can build a relationship with them. Your aim is for visitors to regard your site, and therefore your business, as a trusted authority.

Regularly updating your content with new articles or blog posts will further encourage readers to return.

The power of email

If you obtain a reader’s email address then you can regularly communicate with them. To encourage people to give you their email address, you need to give them something in return that they value. This could be in the form of a free eBook, app or membership of an exclusive online club.

Once you have someone’s email address, you can then connect with them on a regular basis. Most of the emails to your subscribers should be information and only occasionally contain sales copy.

What you want to achieve is a sense that your business is trustworthy. You also want to associate your business with quality service and great products.

By developing a quality relationship with your readers, you will no doubt find it easier to convert them to paying clients.

John Murray

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.