Charles Cuninghame

Website Copywriting Tip: How to Stop Filler Content Driving Away Your Customers

Want to get better results from your website? More sales? More customer enquiries? Then you need better website content. This article shows you how.

It's a fact... website content is rarely neutral. It's either building value for your business, or eroding it.

Often a business owner will spend thousands of dollars on website design and then get a junior staff member to write the content. But amateur website content only makes your business look amateurish.

High-quality content satisfies customers, makes your business look great and builds your brand. Low-quality, "filler" content frustrates customers, wastes their time and erodes hard earned brand equity.

Filler content includes content that's badly written, with grammatical or spelling errors, or is inaccurate and out of date, PDFs that are presented for reading online, press releases (except in a media section) and marketing fluff.

High-Quality Website Content is an Asset

Well-written website content that anticipates and satisfies your customers' needs is a valuable asset to the business. High-quality content:

* Increases sales and generates more customer enquiries.

* Differentiates your business from your competitors.

* Increases sales conversions by keeping customers on your website and giving them all the purchase information they need.

* Is essential for getting high ranking in search engines and attracting qualified traffic.

* Entices customers to give you their contact details.

* Provides better customer service (often reducing costs in the process).

Get Rid of Filler Content

Filler web content wastes people's time. It annoys customers and damages your reputation. It diminishes the value of your website. You'd be better off to have never put it on the web.

To create a profitable website you must focus on high-quality content. Less is more. Focus on helping your customers complete their most important tasks with content that's useful, usable and appealing.

Useful Information Beats Hype

Don't fill up your site with empty marketing hype. Instead write about your products or services' most attractive features and benefits. Provide plenty of useful information. Give customers a good reason to do business with you.

Because according to research by Marketing Sherpa: "Sites loaded with informational non-salesy materials such as specs, product photos, research, guides, reviews, etc., were much more likely to convert than overt sales messages."

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