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Why Investing in Website Content Delivers Scalable ROI

Wouldn’t it be great if you could just set up a website complete with your contact details and receive an influx of traffic and numerous leads? Unfortunately that’s not the way it works! If you want to see a real return on investment from your business website, you need to invest in quality website content.

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Did you know that investing in quality website content can deliver a massive return on investment ?

What is website content?

  • Product and category descriptions

  • Main pages – about us, services, contact us etc.

  • Landing pages – used in conjunction with Adwords and other PPC campaigns

  • Blog posts and articles

When it comes to populating your web pages with content, any old text simply won’t do. You need to spend time identifying and addressing queries that your visitors may have. The better your website content is, the longer visitors will stay on your website and the longer they remain active, the more likely they are to convert – whether this is by buying your product, downloading your white paper or signing up to your service.

Despite the fact that website content can deliver a massive return on investment, many webmasters are still failing to utilise it effectively. Great content is the foundation of many other online marketing tactics including PPC, SEO and link building. Without quality website content all of your other online marketing strategies will fall short of their meeting goals.

Here we will explain some of the ways website content delivers excellent returns on investment.

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The better your website content is, the more likely you are to win your customers’ trust, resulting in repeat sales and higher returns on investment.

Improving customer loyalty

A big part of making sales (and therefore generating ROI from your website) involves earning your customers’ loyalty and content plays a big role in this. How? To put it simply, content gains trust and trust gains customers.

Provide customers with unique, interesting and relevant information and you will greatly improve your website’s user experience. The happier your customers are with the information you have provided them, the more likely they are to return to use your website in the future, thus giving you their loyalty.

One of the best ways you can engage with customers and earn their loyalty is through creating blog content. According to 82% of marketers who blog, see positive ROI for their inbound marketing. Show users that you are knowledgeable about a niche subject and they will be more likely to trust you.

Create quality content for your website and you will ultimately be doing your job of improving customer service. Today customers don’t want to have to call you up or send an email to ask you a question. They want to be able to go directly to your website and find the information they need quickly. Provide them with relevant and informative information and they are more likely to buy your products, sign up to your services and return to use your website in the future.

Extending your reach

Great website content that is shareable will provide the opportunity for you to extend your marketing reach. If site visitors like your content, they are more likely to share it with their peers on Facebook, Twitter and other social media websites. This will help you target a much wider audience. The more people you target your website at, the greater chance you have of increasing your conversion rates.

In order to encourage users to share your website others, your content needs to be relevant. Provide a unique take on a particular subject or offer detailed content on a particular niche and you may even have the potential to go viral. The great thing about creating sharable content is that it costs virtually nothing but has the potential to make your business a lot of money in new customer sales.

Increasing conversions

Quality website content has the potential to deliver massive returns on investment in the form of increased conversion rates. Providing customers with informative content at every stage of the buying cycle will ensure they are educated about your brand and products and are therefore more confident in making a purchase from you. Creating educational and informative content is the best way to position your brand as credible and trustworthy, helping to win over customers and increase conversion rates in the process.

A great way to increase conversion rates and deliver a higher ROI is to include calls to action in your content. These are statements that tell users exactly what you want them to do. For example ‘sign up to our services for free’ or ‘buy now.’ Strong calls to action will prevent users from getting confused or lost and will ensure they fulfil the purpose of visiting your website.

In order to stand the best chance at increasing your conversion rates, you need to create content that is valuable to customers. Solve a problem by providing a solution. Answer a question with expert knowledge. Quality content will increase your conversion rates and prevent users from clicking off and going to one of your competitors instead.

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Great website content has the potential to increase your website’s conversion rates and make you more money through sales.

Improve PPC campaigns

We have already spoken about how quality website content can convert site visitors, but did you know that it can also be used to increase leads from your PPC campaigns? Create quality content for your PPC ads and landing pages and you will generate a higher return on investment in the form of increased conversions.

One of the main reasons why well-written content is essential to your PPC campaigns is that it has a direct effect on your Quality Score. Having landing pages with high quality scores can lead to:

  • A reduction in cost per click

  • Increased auction eligibility

  • Increased ad positions

  • Lower first page and top of page bid estimates

  • Improved eligibility for ad extensions

The best way to improve your landing pages and ultimately your PPC campaigns is to create content that is directly relevant to your ad. Remember customers have clicked on your ad because it features their search keywords – perhaps even the product name they are looking for, so you need to make sure your landing page delivers the right information or they’ll simply take their business elsewhere.

The content on your landing pages should also be unique and include clear calls to action. The more precise and targeted your content is, the higher return on investment it will make.

SEO benefits

When it comes to search engine optimisation, content is most definitely king. Without it your SEO strategy will fall flat. Not only can unique content be beneficial in targeting and optimising relevant search terms, but it can also be used to show search engines and users that you are an expert in your field.

The more interesting and relevant your content is, the more credible you will appear to both search engines and users. Search engines like Google favour industry experts and providing you prove your knowledge, they will be more likely to rank your website higher and direct traffic your way. Remember at the end of the day it is a search engine’s job to provide the best search results to their users’ queries. Make your content the best it can be and you are more likely to be up there as one of their top picks.

Quality content can boost your back linking efforts

Creating high quality content can also help to boost the return on investment provided by other SEO efforts such as back linking and social sharing. Produce content of a high standard and other websites are going to be much more likely to link back to your site and share it on their social media pages. You will find it much easier to build ethical back links by creating good quality content and are therefore more likely to stay on the right side of Google.

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Posting fresh content on your blog or website frequently can help to improve your search rankings, increase traffic levels and give you a good chance of increasing your conversion rates.

Fresh content leads to improved online visibility

Regularly updating your website or blog with fresh content is a great way to increase your site’s position in organic searches. When Google announced it’s Hummingbird algorithm, there was a huge buzz about fresh and constant content which suggested that uploading content to your website on a regular basis is one of the best ways to increase your website ranking and improve your online visibility.

The higher you appear on relevant search results pages, the more traffic you will receive to your website, giving you a greater chance of generating a massive return on investment in sales and conversions.

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High quality blog content is golden. It will boost your credibility with search engines and users, giving you a better chance of crawling up the search rankings and increasing conversion rates.

Tips for creating effective website content

We have mentioned that SEO optimised content can help to improve your search rankings and therefore generates a great ROI, but it is important not to go overboard with it. When creating content for your website, you should be producing it for both search engines and users. It’s no good stuffing your content with keywords in hope that it will increase your rankings, as your site will end up looking like spam.

In order to make the best impression on both users and search engines (who ultimately work for web users anyway) you need to make sure you are addressing the needs of your audience by providing content that gives them answers and solutions to their search queries.

Evaluating your website content

We also highly recommend using web tools like Google Analytics to evaluate the quality of your content and examine how users are responding to it. Thanks to Google Analytics’ tracking features, you can actually see how long users spend on your web pages and what pages are the most popular. This will help you to identify what type of content users are interested in and the pages that require improvements (the ones with the highest bounce rates).

Identifying opportunities for content creation

Google Analytics may also give you potential ideas for content creation by letting you know what search terms users are typing in when they arrive at your site. Examining this list will give you an idea of what keywords you need to optimise and whether there are any particular search queries that you could address within in your content.

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Working with professional content writers

If you want your website to be successful, it’s not enough to just invest in a fancy web design; you need to populate it with high quality content that will engage with users, give them a call to action and increase conversion rates. According to, content marketing costs 62% less than traditional marketing and generates around three times as many leads, so it seems only sensible to invest in it, starting with quality website content. Make your content investment scalable by identifying the right sectors and niches.

Of course, we understand that producing website content is not everyone’s strong suit, but luckily for you it is ours! We have a team of professional copywriters and content managers who can create outstanding, unique and relevant content that will increase your website traffic, impress search engines and exceed visitors’ expectations.

If you are interested in investing in website content that delivers a massive return on investment (and why wouldn’t you be) get in touch with Online Media Direct today.

Image Credits: Alan O’Rourke, FindYourSearch, SEOPlanter, SEOPlanter, Kris olin and Skley

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