Many business owners are aware that their most important shop window to sell their product or service is their website. Amazingly, websites are often left unattended. Even though the ‘shop’ may be full of stock and products, information and soft and hard sales pitches, there is simply no-one curating the content on a regular basis.
While having a chat module, customer service forward phone and/or email system is certainly akin to staffing the shop, there is often no-one managing the shop window or freshening the shelves.
There are many reasons that business owners neglect to update their website content. The most common being their inability to make changes to the pages and content themselves and having to pay others to complete the task. The collaboration required to implement updates accurately and the oversight needed to make sure the updates are correctly ‘put’, often means business owners shy away from playing with the content on the site once it is published.
Perhaps one page that does get updated is the blog page. This is a life-saver, as not only can it be written and/or managed by someone else with appropriate ‘thought leadership’ and expertise, but its regular additions keep the website current with organic marketing metrics and offers sincere benefits in the world of Google and other search engine algorithms.
But if you ‘park’ your content on your website and leave it unattended, do so at your own risk. Conversions to sales by prospective purchasers that visit the site (given you are informed enough in marketing strategy to be able to get them there without spending a fortune on CAC and sponsored social media and other ad spend) will be left on the table. And that is a big shame, because it is not that hard to curate content and have it provided for you by a professional content writer that takes the time to learn your business.
Creative angles and ideas in all writing is paramount to successfully engaging the target customer, consumer or client. The idea that AI will develop some intuitive ability to do more than offer its own collation of existing content out there is of course likely to come in due course, but it’s not here yet. Relying on unstable platforms to manage your newsletter/eblast content, blogs, customer journey/DRIPS and the like is akin to pulling the shutters down over the shop window and expecting customers to knock on the door hoping for an answer.
Don’t fall into the trap of overlooking mastering content creation on your website. A good writer can make all the difference to the viability and engagement of the material. Color schemes, layout of material and formatting all matter too. Keep the engine running on your website, and if you need someone to take the wheel for part of the time to free you up to complete other tasks, make sure it is someone familiar with your car that is a good driver. Because not just anyone is good behind the wheel.
For business owners that are looking for a new or better direction to build your business visit Horse in a Kilt Media Inc., to learn more about my stable full of marketing skills as an artful content writer, equestrian blogger, columnist, video producer and scriptwriter, film production showrunner, professional photographer, and marketing specialist and strategist. As a British/American professional Grand Prix competitor/coach/clinician I bring unique angles, experiences and thought leadership/authority to my wordsmith wizardry with a proven successful track record in boosting brand visibility and viability.
About Nikki:
Internationally published author, writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog, and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 260 different magazine titles. Her clients include/have included: equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm , a private dressage yard and organic hay farm in the Catskill Mountains of New York. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.
Media Contact:
Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Email: Nikki@NikkiAlvinSmithStudio.com
Websites: https://www.horseinakiltmedia.com/
Cell: 607 434 4470