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Internet Marketing Central
Content Keeps Them Coming Back:
Content is King
Q3 2001
by Alli Denning
What makes a web
site sticky? That is, what makes users stay in your site once they
find it, and what makes them want to return? One of the primary
reasons users stick around and continue to return is content –
information. After all, that is why they went to your site in the
first place. This month I will talk about ways to add content to your
site, making it the stickiest site in cyber-town.
First, ask
yourself why users would come to your site. What would they be looking
for? If you have a real estate business, they are likely looking
for information on listings, the area in which you do business, and
how to get in touch with you. At a minimum, your site should provide
them with that information. But what else might they also be
interested in? Perhaps they will also need a mover, moving tips,
home-buying tips, home-selling tips; or information on local utility
companies, banks, insurance companies or contractors. Next, ask
yourself what are your customers’ most commonly asked questions? Why
not use your web site to provide them with the answers. Finally, share
your expertise with them. Not only will you be providing them with
meaningful information, you will be showing yourself to be competent
and knowledgeable – just the qualities that will lead them to hire
you.
After you have
some ideas for adding content to your site, it is important to update
the information featured in your site regularly, and let your visitors
know that you do so (refer to 1st Quarter article on email
distribution). A “News” section can be a great way to keep things
current and provide an incentive for visitors to return. Consider
dedicating a small section on your home page to headlines with a link
to that story deeper within your site.
To summarize,
consider developing content for your web site in the following areas:
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Information on ancillary services and products;
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Answers to customers’ most frequently asked questions;
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Expertise that illustrates your value to them;
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Regular updates with news items and information of interest and value.
By doing these few things, you can add more value to your users’
experience at your site. They are then more likely to stay longer and
return more often. In addition, you increase the chances that they
will then tell other people about you, your site, and something they
learned there.
Content: it keeps
visitors interested, builds your reputation, and breathes life into
your web property. If you would like to talk about how to
implement these ideas into your site, feel free to call (205.298.7655)
or email me.
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