USING YOUR WEBSITE TO LOOK LIKE THE EXPERT YOU ARE
Everyone likes being known as the expert. We may not publicly admit it, but it's a good feeling when other people look up to us for information and advice. From kids at the playground, asking the playground expert to decide who did the best cartwheels, to adults seeking to quash the Samsung vs Apple debate. The etymology, (study of the origin of words), of the word expert, leads to the Latin word 'experiri' which loosely translates to 'find out' or 'put to the test'. People like being updated, and that often leads them to seek experts, to find the information they're looking for.
In a business setting, lots of entities set up shop because they genuinely believe that they are experts in their field. Medicine, law, advertising, logistics, accounting, manufacturing, everyone believes they are best placed to offer the best value for money. With so many businesses registered, the need to stand out as the expert in your field of practice, grows every day. With the advent of the internet and the digital age, your entity's presence online, and how it engages existing and prospective clients, can be the difference between sinking and swimming.
Having a relevant, informative and constantly updated social media presence helps you maintain the image of a brand that knows what they are dealing in. In turn, having that trust, turns subscribers to paying clientele. You'll ask, "that's the easy part, but how do I effectively execute that"? One of the most effective ways to market your website and your business, is content marketing. Having suitable, valuable, beneficial and constantly updated information on your website will boost search engine optimization (SEO), help position you as an expert, and allow you to build relationships with your audience. Who doesn't want that?
Great content creates a unique website, separating it from the multitude of sites out there, while ensuring the right message gets into the hearts and minds of your customers. 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015). With more people able to access the internet, what primarily determines a good site, is content which in turns your readers into your customers. All other components of your website (design, visuals, videos, etc.) provide a secondary support role. If you have effective taglines, great design will only enhance their effectiveness. Design itself does not sell.
The first and most important aspect is always the audience, and detailed research should always be done. Experts will advise you to know your high value customers (HVC) and make the content relevant to them i.e if you offer bakery services, always be updated about current pastry trends and equipment. The second aspect is the methods you will use to reach them. Taglines and slogans that are customer-centric (i.e., focuses on the needs and wants of the customer) are essential to capturing the attention of your prospective customers. Your taglines must deliver a clear value proposition and include an effective call to action, think L'oreal - "because you're worth it" or Safaricom - 'twaweza'.
Also, with such little time to grasp your readers attention when they visit your blog, (research companies suggest between 1-5 seconds), it is important to engage them as fast as possible. Images, well-taken and relevant to the theme of the site, work like magic, complimenting the accompanying copy. Recently, experts will advise you to use photography of company products, past works, staff and facilities. Avoid using stock images as much as you can, because what you might choose will most likely be on another comnapny's site. Custom photography lets you speak to potential clients about the brand, lets them see the quality of your work and gives credit to your ability.
In summary, the key to a successful online presence, with its growing influence, is ensuring your website has clear, relevant and keyword-rich content that delivers the right message with power and conviction. A message that builds trust with the client, and ensures you retain existing clientele, while always attracting new ones. Ultimately, the content on your website should target your audience, engage them and persuade them to take action.