Three Website Content Marketing Mistakes To Avoid
Your website will generate leads for your business if you use the right content marketing strategy. Buf if you don’t, your website won’t contribute to your bottom line.
That’s why it’s important you avoid these three mistakes:
1. Making the content hard to find
Businesses realise the value of websites, but that doesn’t mean the websites they design are effective. Common website mistakes include:
- Using dated layouts like scrolling marquees
- Giving too little information about their business
- Having too many pop-ups that distract viewers
- Putting too much information on one page
The internet has changed people’s behaviours. There are so many websites that if the information people are searching for is not easy to find on yours, they will most likely move onto the next website.
2. Failing to update your website
Some businesses make the mistake of writing their website content once and thinking they’re done.
Content marketing is not a one-time thing.
Content marketing has two main goals:
- It answers questions your clients or potential clients may have so you don’t have to
- It drives more traffic to your website through organic search results
As your business grows or your industry evolves, the questions clients ask may change. So if you haven’t updated your website in a while, it may:
- Include services you no longer offer
- Exclude services you do offer
- No longer answer the right questions
- Indicate that you might not be in business because there are no recent posts
In addition to updating your website content, you should add fresh content. An easy way to do that is to have a blog, news or articles page. This content should be date-stamped to indicate to both potential clients and search engines that you’re still actively running your business.
Blog and news pages are best for content that may become dated. For example, if you’re a real estate agent and you write a blog on the current rental vacancy rate, your blog might not be relevant three months from now. But having the blog with today’s date will still help you three months from now, because it will show you’re active in your business and on top of what’s happening in the property market.
Website articles are better suited to information that is timeless.
For example, if the real estate agent wrote an article on how and why a vendor should stage their home, the agent could publish it as an article because the information would be relevant for years to come.
3. Expecting the content to produce immediate results
One common mistake businesses make is giving up on their content when they don’t see immediate results. If they feel their website has no value and no longer publish new content or update their websites, they’re effectively removing the value from the website.
Having a website doesn’t necessarily mean you’re going to start generating leads from it immediately – but you should with time if you avoid the first two mistakes.
Remember, there are millions of websites you’re competing against for traffic. Even in your target market, you’re competing against thousands of others.
For example, there were 28,198 real estate agents in Australia as of September 2022. That’s a lot of other websites a real estate agent must compete against to get traffic.
So make your website stand out by keeping it current and publishing a lot of helpful information someone might search for.
If you need help with the content writing, talk to Hunter & Scribe. We specialise in writing content for property professionals, like real estate agents and buyer’s agents, and finance professionals, like mortgage brokers and accountants. We can write your website text, articles and blogs for you. Contact us for more information.
