Why Should I Bother Adding More Content to My Site?

So you've got a page on your website about the history of your company, you've got a couple of pages describing your services and a page with contact details, that's it, right, you don't need any other content; you can sit back, relax, smoke a pipe and have a G&T?

Actually, that's wrong. In the vast majority of cases, there is always more content which can be added to your website, and the benefits far outweigh the effort required to get it up there in the first place:

Better User Experience

First and foremost, the more content you have on your site the more specific it will be. If you are a solicitor and you populate your site with general information about claiming compensation for 'personal injuries', your clients will be left wondering if they can claim for their specific injury.

It is much better therefore, to have a page which is specific to each injury, for instance head injuries, injuries during birth, accidents at work, road traffic accidents and so on. By reassuring your potential clients that they can claim for their specific injury, you are far more likely to convert a site visitor into a paying client.

It is also worth remembering that information on your site needs to be broken down into manageable chunks. There's no point having all the above information on your site if it's all condensed onto one page - since when has a huge, unbroken block of text looked appealing to a reader? Break the information into sub-pages, making it easier to digest.

Breaking information down into sub-pages also allows you to:

Target More Keywords

The more content and sub-pages you have on your site, the more keywords you can target, and thus the more customer searches you will appear for in the SERPs (Search Engine Results Pages).

Treat every page like a landing page; find out what keywords are specific to the content of that page (for instance, keywords for a page about claiming compensation for an accident at work would be something like 'accident at work solicitor', 'accident at work compensation claim', etc.), and insert a call to action, and your company's expertise and contact details will be accessible to thousands more potential clients, hopefully leading to more business.

Appear Knowledgeable

The more information you have on your website, the more knowledgeable you appear, and thus the more likely a potential customer is to trust your business. Think about including helpful content alongside your generic sales pages, such as FAQ's, articles and blog posts about your industry.

Generate More Links

Including useful, helpful and engaging content on your website means you are far more likely to inspire other internet users to link to your business. If a page is particularly authoritative or covers a niche topic in a fresh and interesting manner, you may find that your website will be shared and linked to by social media users. And of course, links are still the life blood of the internet.

Convinced?

You should be. Adding more content to your website builds trust in your brand, helps your site to rank well in SERPs for a wide range of keywords specific to your industry, improves user-experience and, ultimately, has the potential to grow your business and brand online through the generation of high quality links.

And, at the end of the day, you could have the best looking website in the world, but if your content is poorly spelt and rambles incoherently without telling the customer what they want to know, you don't stand a chance.