25 Jan 2012

Content is not king.

You’ve heard that content is king, but I’m here to tell you it is not.

Profit is king.

It always has been and always will be. For businesses, profit is what keeps the lights on. Profit is what leads to growth, more profit and more opportunity.

On the web, conversions lead to profit.

Conversions are king on the web. Every website needs to be focused on getting visitors turned into lifelong customers of the business.

Now we have to backtrack a little bit and discuss content once again.

In some cases, content is what leads to an improved conversion rate.

Let me explain.

How Content Can Improve Conversion

People go through a process when they make a purchase.

Think about the last time you made a purchase. Let’s say you were wanting to purchase a new Smartphone. You’ve heard a lot about all the latest smartphones. You have seen friends with iPhones and Android phones. You even had some friends give you their phone to test.

So you’re considering purchasing the new iPhone. You visit Apple’s iPhone page and start reading.

This is the part in the process where content really starts to become important.

At this point in the purchasing process a person is typically not sold on committing to the purchase. There is still research to be done especially since the product has a relatively high monetary cost.

Think about how your website operates in this situation. As a salesperson, you are not there when a potential customer visits your product page. Your page is going to have to do the job of salesperson when you’re not there.

The customer is in the research step of the buying process. They are determining if the product, in this case the iPhone, is the right choice for their new smartphone.

Now, what did you do when you were considering your iPhone purchase?

Peer Reviews and Testimonials

You asked friends for their opinion.

Your website product page can accomplish this with customer reviews. There are a number of services that offer customer reviews for websites. You can also utilize testimonials. Focus on the things that your customer really cares about.

Ask your customers about how a product changed their life for the better. Ask your customers how your service gave them more free time and allowed them to do other things they love more than what they were doing before.

By asking your customers what really matters to them you will get the best testimonials.

This is what potential customers are looking for when making a purchasing decision.

What else did you think about when making your iPhone purchase?

Price and Justification

Price is a tricky piece of the content and conversion puzzle.

Some people are afraid to showcase their price where customers can immediately see it. There is another way of thinking that showcasing the price is a good way to weed out those that might not be the best long-term customers.

In business, there are good customers and not-so-good customers. You want the best customers and those are the people willing to pay the price you determine.

The important part of any price is the justification.

The content on the page needs to sell the visitor on the benefits of the product or service for them. This means that the content on your pages will need to focus on the value you provide for the customer.

In the case of the iPhone, this means that Apple has to show how the iPhone allows people to take pictures with their phone. People no longer need to worry about carrying both a camera and a phone.

The iPhone also allows people to have access to numerous useful applications such as news updates, reminders and even games.

Another aspect of the phone is prestige. People feel confident when they use their iPhone. This vanity is an important part of the iPhone’s appeal. People purchase the iPhone because it is beautiful.

These points and others are reasons why content is important for your website.

Summary

If the content on your website addresses the needs of the customer you should see an improvement in conversion.

Not every customer is immediately ready to purchase when they stumble upon your website.

Buying is a process and people need to go through the entire process before they finally commit to handing over their hard earned cash.

People need content to help them feel good about the purchases they make. Content is an important aspect of any website, but it’s also one of the most overlooked.

Focus on content when you design your website. Focus on how content can be used to answer the questions visitors will have as they move through the purchasing cycle.

Content is an important aspect of conversion.

And conversion is king on the web.