You started a website in hopes of driving traffic to your business. This was a wise decision, as increased visibility has always meant increased marketing potential for big and small businesses alike. Even wiser was your decision to start a website, as today’s consumers overwhelming prefer businesses that have internet presence. More people now are turning to the internet to find information on the products and services they want, making print and other forms of media – including contacting you directly – a thing of the past. A website makes access to your business simpler for potential customers as it allows them to learn about you from the comfort of their homes even when your physical doors are closed. You now have a website for your business, enabling more people to find you, but you may still lack the traffic you want. The problem may not be your business but the articles on your website. There are several reasons this may be your articles may not be capturing your website’s visitors.

Articles are essentially the content of your website. In the online world, content is to websites as location is to real estate – it’s everything. When potential customers visit your website, they find little information if there are no articles. They then leave, meaning that your company has just lost business. If your site has articles they must be of value to the reader, providing them with information they didn’t have before viewing your website. Business hours and location are helpful, but it takes more than this basic information to make an impression on a consumers’ minds. After all, if they wanted to know that information they might as well call or drive to your business. Sharing your company’s history is a also helpful touch, but it doesn’t solve the consumer’s problem of finding the products and services they want. If the articles on your website share little more than this information, it may be part of the problem.

The articles on your website should convince the potential customer that you’re knowledgeable in your field and that you have the products or services they seek. It takes more than brief store information and a company history to do this. Ideally you should have a few articles on your website, but even one article of about 400 words can suffice if it’s well-chosen. The articles all pertain to the task of convincing the consumer that you’re knowledgeable and have what they need, so positive reviews of your business and articles discussing why your business is relevant are appropriate. An example of this latter type of article is an article reporting an increase in home fires in the area on the company website of a smoke alarm company. Avoid using false claims and excessive negativity when writing or choosing articles, as consumers will sense it and be turned off.

When writing articles for your website, keep in mind what consumers are searching for. It’s more likely that someone looking for new tires in Arizona will enter an internet search for “tires in Arizona” rather than “Bill’s tire depot” or some other less common term. Use common terms for your product or service when writing articles for your website, and use the terms often in each article. This is called search engine optimization (SEO) and it increases the likelihood that a potential customer will find your website. If you neglect to use good keywords throughout your article, consumers will likely find your website only if they’re looking for it and that means that you’re not increasing business. Make sure that the language of your article remains natural as repeating phrases too often makes an article awkward. Awkward wording can – you guessed it – drive away potential customers.

Articles are a powerful business tool when used correctly on a company’s website. They’re particularly useful when they provide the consumer with new information and showcases how your company stands out from the rest. Implement these tips on your website today and enjoy the business growth they supply.