After months of preparing, talking, and planning, your company finally launches its new website. It looks professional. Everyone feels great about it. You celebrate and pat each other on the back and say “good job!” The excitement begins to fizzle and you say, “Now what?” The problem with website content is that it is never finished. You do not have the luxury to just put up a website and then leave it to survive in cyberspace forever on its own. It is out in the public—open to scrutiny and web searches. It might even be the first impression you give your potential clients.
A website does not have its own consciousness or ability to evolve independently. Someone needs to provide the input to enable the website to grow with your business, and to ensure that the technical glitches and out-of-date content is removed. That someone is a web writer.
The question of whether you can afford to hire a dedicated web writer may be an issue for you. You may have delegated the writing for your web site to an existing staff member who happens to know a bit about computers. But you wouldn't get anyone other than a PR specialist to write your public relations material, right? So you need a person with the appropriate expertise to write for your website. Your website will help you to bring in new customers; it is, in effect, your online storefront. The potential for sales through your website is limitless, so it's crucial that you invest in it.
Website content must be presented in a manner that attracts new customers. It should also evolve and change along with your growing company. A web writer can help determine what content should be included in your website. For example, what information do you feel is needed in the main text of your website? What links do you plan to implement and what information do you plan to use in the subheadings? How do you plan to arrange your text and photos on the main page in order to make information more readable? A web writer knows the answers to all of these questions.
Web writers also know the ins and outs of search optimization strategy. In simple terms-they know the best strategies to get potential clients and customers to your website. What does this mean to you? It means they are continually modifying and updating your links and content to line up with the way potential customers and clients are searching for your business. The web writer knows what people are searching for and how to link those searches to your site.
But getting them to your website is only half the battle. The web writer can help you make your website look fresh and inviting so that potential customers will want to spend a few moments at your site. The web writer will know where to place your products on the page to draw the reader in and increase sales.
Perhaps you did not use a web writer to initiate your original website. That is okay. There are people skilled in the basic design and implementation of a new website. The web writer's job is to maintain what you started. What were the goals you wanted to achieve with your website? You probably wanted to expand your business and show the world what you have to offer. That is great, but will you still offer the same services and business a month from now? What about a year from now? Is this the same website you want up for the next few years? You most certainly do not. That is why you need someone skilled in keeping a pulse on your business and implementing those changes and updates on your website.
If your business has a website, your business also needs a web writer. The investment will reap rewards in the long term. Many customers will form their first impressions of your business by visiting your website. It provides you with the best opportunity to expand your business online so treat it as you would other aspects of your business. Your website needs to be kept current and develop in tandem with your business. Your website is a powerful tool, which should not be undervalued.
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