Do you write a blog, or manage one for your company? If so, you know that your blog’s performance is critical. You also know that in this day and age, you are up against some sophisticated competition. If you truly want to stand out, you may need a professional website content writer.
Unfortunately, not everyone takes their company blog seriously. That’s an enormous missed opportunity, both in terms of revenue and long-term customer growth. The upside of a great blog far outweighs the cost of putting it together in the first place.
However, it needs to be done properly. Simply posting articles from time to time won’t be nearly as effective as regular, targeted material.
This is why an experienced website content writer is a game-changer.
Why Most Company Blogs Fail
In many cases, company blogs are written and managed by employees who may not have any experience in web marketing. There’s nothing inherently wrong with this, but it takes time to build a successful blog, and if it’s treated like an afterthought, then it won’t actually accomplish what it needs to accomplish.
In the case of a professional blog, you want to make sure that it always checks three boxes.
The Blog Needs to Generate Web Traffic
Your blog is a crucial method of drawing new visitors to your site. With proper search engine optimization, you can increase this traffic by as much as 434%. Each new visitor is a unique opportunity to grow your sales and business.
The Blog Needs to Engage Customers
In 2020, “customer experience” will be the buzzword when it comes to business websites. Failure to provide a positive and engaging customer experience can be very damaging to a site, especially in the case of readability on mobile devices: 50% of customers have admitted that they have stopped visiting a badly designed mobile business site even if they like the business itself.
The Blog Needs to Drive Sales
Only about 22% of businesses are happy with their conversion rates––a little more than one in five. Of course, you want to be in that top fifth that are seeing good results.
All the technical jargon and business lingo essentially boils down to these three things. Get people in the door, get them interested, and make your sale.
How can a website content writer can help you accomplish these things?
What Can a Website Content Writer Bring to Your Blog?
You may not be aware of all the ways that a blog can go wrong, but a professional blogger will be able to spot the major issues, and adapt, creating a blog that is geared to maximum success.
Understanding the Unique Demands of Web Content
Of all the skills that a content writer brings to the table, this one may be the most important. Why is that the case? The reason is that web content is different from other forms of reading material. As a result, the expectations of web readership are also unique.
Web Content Should Be Easy to Skim
When most people sit down to read a book or a magazine article, they assume they will spend a certain chunk of time reading it.
In the case of blog posts, they are often skimming the material––looking for one or two relevant pieces of information quickly. In recent years, this “skimming” type of engagement is happening less and less on computer screens, and more on mobile devices instead.
All this has led to an increased emphasis on simplicity and accessibility. Blog posts need to be easy to skim, and formatted to work on a mobile phone (that is to say, easy to read and quick to load.) A good web writer is able to format posts without sacrificing the quality of the content, but not everyone is used to writing in this fashion.
The Risks of Poor Mobile Formatting
Because accessibility is becoming the norm, many searchers won’t waste their time with a site that isn’t properly set up. When there are hundreds of other options on the web, why spend extra minutes struggling with a site that loads slowly, or is it difficult to read?
57% of web shoppers won’t recommend a business that has a badly designed mobile site. And many of them will “bounce” and leave a site that isn’t working efficiently for them.
An experienced blogger will be able to make sure that your material is formatted not just for readers, but for web readers.
You have almost certainly heard of the phrase “search engine optimization,” which involves making content that can be archived by Google and other search engines.
When the proper techniques and keywords show up on your website, you wind up listing higher on Google’s rankings. That leads to more traffic from visitors who are looking for your page, but may not know it yet.
What keywords should you use? The answer to that question is constantly changing, sometimes several times over the course of a year. Whatever happens, a professional blogger or SEO researcher will be able to find the right keywords for your business.
An Ability to Deliver Posts on Schedule
In addition to finding the correct keywords to use, a professional blogger will also produce posts regularly.
This is enormously important, although not many people realize it. When Google archives websites, it includes a “freshness rating” that reflect how recently new posts have appeared on that site. This rating is designed to deliver searchers the most up-to-date information, but it also means that sites with recent posts will have a serious advantage over sites that have fallen behind.
Keeping up with the demand for quality and consistency can be an enormous challenge, especially if your company doesn’t have a department dedicated to making online content.
Working with a website content writer will give you that extra reliability to keep your “freshness rating” at an all-time high.
An Ability to Speak to Different Audiences
We already mentioned customer experience becoming increasingly important when it comes to things like accessibility and mobile formatting. There’s another advantage that a content writer will bring, though, and that’s the ability to reach different niche audiences.
Why Different Audiences Matter
Not every post is written for the same subset of customers. Your business website will have its own unique set of visitors, with their own expectations about the tone and style of the content that you’re making for them. Customers seeking fashion or clothing advice are probably looking for something lighter and more conversational than a medical or legal article.
The ability to connect with different readerships matters. Your visitors might arrive at your site because Google redirected them there, but it’s up to you to keep them engaged and sell them on your product. Failing to make an impression will get you traffic, but no appreciable increase in the bottom line.
Respect for the Reader
Web bloggers know that it’s important to treat these visitors with respect. They’re coming to a blog in order to get information, which means that it’s important for the site to deliver that information.
Failure to do that can backfire. For instance, if you have a title that doesn’t have anything to do with your article, the readers are going to be rightfully annoyed. On the other hand, if you answer their questions and provide free value upfront, then you have earned a little bit of trust and respect in return. You’ve established a better relationship that is more likely to lead to a sale.
Better Content Means Better Conversion Rates
According to a 2018 Status Labs study, 90% of customers haven’t made up their minds about a purchase before they conduct their search. If they come to your website, they are probably still in the “decision” phase of their shopping process.
Consider: when customers research a product, are they more likely to buy from a site that gives them poor writing, a lot of keywords, and content aimed only at SEO instead of people?
Of course not––they are they far more likely to buy from a site that gives them valuable information. It’s up to you to provide that value first, and a professional blogger knows how to do that.
The Power of SteadyContent
If you want to get better results for your blog, you can hire one website content writer. If you want to get the best results, why not opt for working with an entire organization?
SteadyContent is a proven and successful content company that has been creating quality blog posts since 2010. We’ve created posts for hundreds of unique small businesses and organizations, across a wide spectrum of industries and markets. Our 550 writers produce millions of words of blog posts every month, guided by our SEO experts and staff of editors.
We operate with a team model, which means we can produce blog posts more quickly, and at the best levels of writing and web optimization. Each and every post goes through a 19-point checklist to make sure that it meets our high-quality standards. We make every effort to streamline the posting process for our clients in order to protect your most important asset: your time.
In order to make it easier to “try us out,” we are offering a special risk-free trial package for new customers. So get in touch with us today and see the difference that SteadyContent can make for you!