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Content for Web – an Insight |
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A recent analysis reveals a sea change in the presentation of content in web pages. The trend has shifted from highlighting company strengths to focusing on the needs of the customer. So, an approach which reveals the yield of a particular product or service to a prospective customer highlighted by you has got more priority than your company’s manufacturing process, which eventually finds lesser priority. We will narrate the above with a following simple example.
“Our Search Engine Techniques will yield you 1000 one-way links which converts to $100 in 30 days” bears much more impact than “Our wide network will help yield you a large traffic through link building”. If you carefully notice the difference, the first one is precise but reveals quantifiable benefits to the customer and also the cost if he avails the services provided by the company. The second one highlights more on the company’s profile rather than the definite yield of the customer. The second one may be an ideal statement for the page views of the About Us page or Our Affiliates page, but the first one is much more suitable for the Home Page or the Services page, which will be viewed by the traffic at the first instance. Even the search engine crawlers also start from the Index Page. Here lies the challenge and expertise of the Content Developer. The customer of today’s competitive world is more interested in the tangible yield of the product or service. So the incoming traffic to your site should never be confused by vague commitments. Remember your page view of About Us or Company profile will increase if and only if the yield matches the expectation/ business goal of the customer. This has happened more because of a psychological factor that most of the companies on the Internet talk of very high profile/ infrastructure/ reputation/ processes being very difficult to validate in this age of globalization and is found to be an exaggeration. So, it does not cut the ice any more. The consumer-dominated market has made the customers more realistic about their demands and specific requirements. People at times even change the objective of the content just to increase keyword density. We call it a foolish notion of the ignorant people as the versatility of business segmentation of today’s world have definitely stimulated a parallel or equivalent keywords of interest for a large amount of traffic. You may think of any business wherein you will find a list of sites with equivalent theme in the search engine. So why to change or dilute the objective of your content? Rather never miss the chance of becoming a pioneer! So, we want to conclude with the suggestion, while designing content for web pages one must remember the paradigm shift from company orientation to customer orientation. Focused content with tangible yield is the need of the hour. Rest assured – Traffic will come! ----------------------------------------------------
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