There Is No Substitute For Well-Written Content

Writing by Nick Stamoulis Tweet

A web page that draws good search rankings is useless if the web page cannot convert the human visitor to a buyer . Many website owners get caught up in the process of optimizing a web page to get it to the top of the search results, and they forget that the human visitor knows where the Back Button is in his or her browser. Once your visitor has hit the Back Button, they will go to someone else’s website and buy from them, instead of you.

This is perhaps one of the most understated truths in Internet marketing. A web page with a lot of visitors but no sales isn’t do the owner any good. You’ve got to write your copy to sell. Otherwise, all you’ve got is a well-written web page.

Search engine optimization is good, but it won’t sell your company, it won’t sell your products, and it won’t sell your customer on doing business with you. You’ve got to have well-written content to hit those buttons. SEO will only take you so far, then you’re on your own.

I try to picture my target (one individual) sitting at his desk reading my web page. What will he (or she) be thinking as they read? What questions will she ask? Will my visitor give a hoot about any of what I’m trying to say? If not, I’ve lost them before they got there. Search engine optimized or not, that web page won’t make a sale.

That’s why you should put the needs and concerns of your website visitors ahead of the search engines. Yes, include your important keywords. Yes, do some link building. But don’t rely solely on those things because that isn’t where the money is. The money is in the content and poorly written content is a sure way to lose the sale.