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Creating value in an online space

Creating value for our customers doesn’t require any big online budgets or flashy IT teams. Anyone with a bit of industry knowledge and an understanding of their customers can achieve value.

This analytics snapshot shows the increase in web traffic over a two-year period for a website we manage. We invested a lot of time into developing valuable content and two years later we have seen significant results.

Content is King

What does this mean? It means that what you say on your website and how you say it is now the number one reason that customers will continue to visit it. The unfortunate reality is that internet users have incredibly short attention spans and not a single one of them will stay on your website if you are not offering them something of value for their time.

As soon as a customer lands on your website, you have a very small window of opportunity to prove to them that:

  • You are trustworthy
  • You are planned and professional
  • You can educate them about their concerns
  • You are offering a solution that will satisfy their needs.

Informative content builds trust

As soon as a customer identifies a need or problem to be solved, there is a frantic information search that leads all the way from discovery to actually requesting more information or making a purchase of a product or service. Your job as website owners is to try to support the customer through every step of the journey and provide them with all the information they need to know to make them feel comfortable enough to pick up the phone and call you.

Use your experience to develop your content

You have the benefit of first-hand experience in your industry, which means that you know the questions people ask when you walk in their front door or when they pick up the phone to call you. You know their concerns and buying questions, all of which you can use to create content that will really resonate with your customers.

How should I develop my content?

There are some key points to keep in mind when developing content that is of value to your customers:

Be specific – Address each of your customer’s concerns individually, even on an individual web page. No-one wants to feel like they’re about to wear the ‘one size fits all’ service.

Be transparent – The more transparent you are about your business, buying processes, costs and use of information entered, the more trust you can build.

Don’t use industry jargon – Using words associated with the industry will not resonate well with your customers; no-one cares for scientific names or your trying to prove you are smarter than them.

Be visual – A picture is worth a thousand words – and for a website that is most certainly true. The more of the story you can tell through imagery or video, the better.

Don’t go overboard – If you need only one sentence to explain an issue then that is all you should write.

Headings are important – There is nothing more off-putting than jumping onto a web page that is a slab of words, none of which viewers are likely to read. Direct your website users’ attention through headings and bullet points so that they can find their specific needs faster.

Link to other relevant pages – Some people are information-hungry customers and will read several pages as opposed to one. The easier you make it for them to continue reading the longer they will spend on your website.

Overall, the message to take away is that it’s really important to understand your customers’ concerns and how you can better fulfil their needs rather than focusing on Google and how to beat it.


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North Sydney NSW 2060


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