Originally published June 13, 2023 , updated on July 9, 2024

More and more businesses are investing in digital marketing services today. It’s generally an affordable and highly profitable strategy for business success. 

But it can be frustrating if your business has put time, energy, and money into its online marketing efforts and doesn’t see conversions. At the end of the day, you want your resources put into something that ensures a return on investment (ROI). You want to see sales. 

Quality web content writing is key if you want your digital strategy to do its job – in other words, convert. A strong website will help your marketing team reach those KPIs and turn those leads into long-term clients. In this blog, we’re going to explain how.

Why Web Content Writing Is Important

Shares, likes, and engagement… they’re all great KPIs. But these KPIs don’t mean much if your business doesn’t see conversions. What’s the point of spending so much time and energy getting people to your site using email campaigns and online ads just to have them hop off when they get there? 

What’s more, by the time your prospect reaches your webpage, they’ve navigated multiple steps in your wider sales funnel. These steps in the sales funnel may require hours of work from a marketing team. So, ultimately, your website is the make-or-break point when it comes to pressing that “buy” button. 

Your website influences whether your marketing strategy is working. Investing in website content writing services can help ensure you have quality copy that directly affects conversion rates and, ultimately, your bottom line.

Here are five reasons quality website content is crucial for digital marketing success:

1. Quality Web Content Writing Can Raise Your ROI

A less-than-satisfactory ROI calls for your team to re-examine your digital strategy. But most importantly, for them to re-examine your website. This is because your website lies at the heart of your overall digital marketing campaign. 

Why? 

Because your website is where your posts direct your prospects to. Your website is also where your prospects are most likely to take action, enquire, or, even better, convert! And, of course, what you really want is conversions. 

Boosted conversions ensure long-term profitability. It’s what your business needs to scale and stay afloat in a competitive market. So, ultimately it makes sense to invest in a solid website. It can drive your entire digital marketing strategy forward, ensuring you get an ROI on the resources you’ve put toward your marketing efforts. 

2. Your Website Informs Your Wider Strategy

High-quality website content writing services serve multiple functions. The copy these services create forms the backbone of a strong website. This website copy can then help your team create a quality content plan to use across other channels, including social media posts, google ads, and email marketing (to name a few).

Regularly updated, quality copy can be repurposed and redistributed in bite sizes to draw an audience to your website to read more. As a result, your digital plan will tell a story, have a clear direction, and be cohesive. This will help your brand stand out from the crowd and be memorable and recognisable. 

3. Your Site: The Light at the End of the Sales Funnel

Great digital marketing services use content in multiple forms and formats and can reach audiences at different parts of the sales funnel. An agency often uses SEO-optimised content to nudge prospects to the next step of the sales funnel through gentle persuasion. 

For example, a customer who knows about your product doesn’t need to be re-educated on the industry. They need to know why they should choose your brand over your competitor instead.

Your website is the finish line your prospects cross if your wider marketing strategy works. The sales funnel is the online journey your prospects take once you capture them and (hopefully) bring them to your site to make a sale. And your website is involved in every stage of the sales funnel. 

From awareness blogs to testimonials, product guides, and even demo inquiries – your website plays a key role in the buyer’s journey when used strategically alongside other SEO-optimised content.

4. Successfully Ride the Algorithm With SEO-Optimised Content

Website content writing services will also consider your business’s online visibility and discoverability. A strong website will have high visibility and bring in a lot of traffic. And if your site’s backlinks are strong and you’re sharing credible information, your site will also have a high domain rating.

An easy-to-reach website with a high domain rating attracts more traffic and can be considered trustworthy. As a result, it becomes attractive to your prospects, who are more likely to trust your site and your services since other people trust your brand too.

5. A Strategy Needs a Storyline

By now, it should be clear that a digital strategy doesn’t get very far without a clear goal in sight. A great website has the power to strengthen your strategy by giving it content to use while funnelling prospects to your website to make a sale.

A strategy that follows a clear storyline, speaking to its prospects directly at each point in the sales funnel, works best. But this journey, traction, engagement, and resources spent are only justified if there’s an ROI. So invest in high-quality website writing services if you want to strengthen your content strategy and drive up your sales.

Digital marketing, when well-optimised, is affordable and highly profitable. But it requires clear direction, know-how, and regularly updated website content writing that climbs the algorithm and continuously speaks to your prospects.

Let’s Work Together for Web Content Writing!

Strengthen your digital strategy with Goodman Lantern’s website content writing services designed to win over your prospects and convert. From auditing to maintenance to competitive analysis, social media alignment, blog posts, SEO, and impactful landing page copy – our team can polish up your website and drive your marketing strategy forward successfully.
Get in touch today!

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