In today’s marketplace, having a web site is a given. But what you say on your site, and how you say it, can affect your company’s reputation and bottom line.
Here are five ways your web content can hurt your business.
1. Your content is inaccurate.
Your company’s credibility depends on whether people consider you trustworthy. Having accurate information is a crucial step to establishing that credibility.
2. Your content is incomplete.
Often, when writing something, one thinks—or is told—“Oh, the readers already know about that.” Not necessarily. Do not assume that your readers already know the background. Providing background helps to ensure understanding.
3. Your content fails to answer the “so what” question.
You’ve just told your reader something—so what? Consider that question when you’re preparing your content. Be sure it answers the “so what” question, even if implicitly, so your readers can see its value.
4. Your content is poorly organized.
Your content is accurate and complete. But where is it? If people can’t find what they seek on your web site, they look elsewhere. Test your web site to ensure that people can easily find what they seek. Check all your web site’s links and tabs to ensure that they go to the appropriate content.
5. Your content doesn’t work on mobile platforms.
This is more a technical issue than a content issue. Many people get their content through their mobile devices. Make sure your web site is mobile-friendly, so people can access it through their mobile devices.
Your content, no matter how good, counts for nothing if and when your readers cannot access it.
