Preface:
Issue One of "The Brand Before Time Series"
CONTENT IS KING
Content is everything when it comes to websites, for many more reasons than I could ever explain, but here are a few bullet points.
- People want and need information. People are obsessed with information these days… and the act of getting it as quickly and efficiently as possible is instilled in us. Now, you could go and put everything there ever was to know about your product or service, but like I said, they want it quickly and efficiently… they don't want to have to scour your site over their short, 30 minute lunch breaks… they want to obtain the information they want and/or need so they can get on with their lives. So my suggestion is to:
1. Organize your site well so it's easy to find specific information and/or products.
2. Include timely, relevant, useful, and helpful information. This make your company seem up-to-date and committed to serving the online community. It will also significantly stimulate your SEO efforts (I will go into detail about this in another post).
3. Include lots of information (but be careful of what you share with the world)
Let me explain this last one with a really great example… My grandfather started an engineering company in 1941. He invented and patented some ground breaking technology in the engineering industry and his business thrived because of it. Well, once having a website was "the thing to do," they joined the crowd, putting up a fair source of information about the business, products, processes, etc. Although they obviously didn't include blueprints of their machines in their website, there was just enough information for an "unnamed car manufacturer" to figure out and steal their patented designs.
The problem is, with certain industries, it is almost impossible to put up any information without "giving anything away." Even so, I believe there is a way to provide just enough information to attract new business and to cater toward existing clients as well. Despite what happened, my family company's current site is still home to a plethora of important information… they just had to take out the little snippets of revealing content that was originally put on the site.
MORAL OF THE STORY
While creating the right content might be difficult (and sometimes risky), it is absolutely necessary to put in the proper amount of time and thought into creating plenty of great content for your website. Otherwise, you will remain invisible to current/potential clients and to google.
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