After a fully functional site has been created, with a good design, convenient functionality, it becomes necessary to fill its pages with content that will perform certain tasks:
- the content of the texts creates a need for visitors to use the services or goods of the site;
- delivers useful and interesting information;
- demonstrates the competence of the company in the specified matter;
- responds to requests or questions of the site user in a professional and accessible manner;
- optimized text contributes to the promotion of the site, placing it in the TOP-10 search engines.
Even the best site in terms of visualization and navigation will not be profitable enough without professional content.
Two versions of the text: informative or advertising
Text is the main component of content for filling the site. In terms of content, the texts are informative and advertising, but for sites engaged in sales, it is better to combine these two qualities. Let's consider both types of texts to understand how to act so that the content works effectively.
Informative text as a demonstration of competence
Suppose the company is engaged in the sale of plastic windows. The client wants to order windows, goes to the site and sees general information about what he already knew: plastic windows are durable, help preserve heat, protect against noise and dust. However, he wants to find something specific and professional - for example, information on the differences between single- and double-glazed windows, what lamination film is, slopes, etc.
Conclusion: a good site provides useful information in a certain area. For example, in this case, the site visitor should be told about which windows to choose where, give examples of questions and answers. A client interested in buying will appreciate this approach.
Informative texts provide detailed information about a service or product in order to fully inform even someone who has encountered it for the first time. For such a presentation of the material, it is necessary for the copywriter to master the issue he is writing about, having previously studied it. The effect of good content will be amazing, because in this way the company presents itself as a professional in its field.
The founder of the Content Marketing Institute, Joe Pulizzi, said that the main thing in content is to give answers to the audience's questions.
Advertising text attracts customers and motivates them to buy
A good informational text is not yet a guarantee of sales success, since such a site often takes the necessary information and goes to other resources to buy. Therefore, there should be advertising in the texts: an incentive to call, consult and buy. Advertising content meets several requirements, let's consider them.
Enticing headline
There is a technique for composing headlines that can interest a potential client. They can contain an important question, an unusual fact, a product advantage - there are many options. The main thing is that the title "sticks" and corresponded to the content of the text.
Creating a positive impression on the client
Few people like intrusive advertising, so you need to use the means used in live communication - a gradual transition to the benefits that the client will receive from purchasing your products. Specifics and numbers work perfectly, it is important to give them to clients.
Motivation to action
At the end of the text, you should write a motivational appeal to buy the product - make a call or write a message. At the same time, bonus offers are often used - for example, free delivery, a discount for everyone who calls, etc.
Conducting CA analysis
Before writing an advertising text, it is necessary to study not only the product, but also the potential target audience of the site. It is difficult to create high-quality content, but if you have techniques to attract consumers and increase sales, the result will come.
Remember the main rule: the text should form the client's need to buy products or use the service.
Requirements for quality content
Let's list the main requirements for content on the site.
- Text uniqueness. The content should be as unique as possible, because there is no value in the same information on different sources, and search engines do not welcome it. A company with a good reputation will not pass off someone else's texts as their own - this is indecent and humiliating.
- Availability of information. This is a specialized terminology that should not be abused. The content should be designed for a certain CA and be understandable for it. After all, even complex things can be told in simple words.
- Informativeness of the text. There are topics and products about which there is not much information. In this case, it is necessary to insert specifics among general phrases: exact numbers, statistics, so that