With the new year well underway, you’re likely plowing through a list of personal and professional resolutions. If you manage to keep any, make it a commitment to consistently create and publish good website content for your business or brand. Website content matters, especially when it comes to local businesses.

Here’s why…

Websites for the Win

Contrary to what you might think, the importance of websites for local businesses can’t be overstated. You might have heard that small businesses don’t even need a website; however, this claim couldn’t be further from the truth.

In fact, last month, the Seattle-based software as a service company (SaaS), Moz, published an article explaining Why Local Businesses Will Need Websites More than Ever in 2019.

While the entire article is worth a read, author Miriam Ellis nicely sums up her own research with the following:

Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

Part of that investment should be allocated to strong website content. After all, what good is a beautiful website without compelling content to support it?

Why Website Content is Crucial

Even if you have a website, are you paying enough attention to the website content that is representing your business or brand? If not, you could be paying in other ways, like the loss of business and potential clients.

Consider these findings published by Blue Corona:

A full 75 percent of B2B buyers say digital website content significantly impacts their buying decision, and 62 percent say they can finalize their purchase selection criteria based on a website’s digital content alone.

These numbers represent populations that are simply too big to risk disappointing with inconsistent, stale or nonexistent content. Rather than gamble with your website visitors, invest in a good website content strategy that provides the information your clients are looking for. Answer their questions and clearly communicate the value you offer. If you don’t, your competition will.

Of course, managing a strong website content strategy is yet another task on your likely already too long to-do list. Instead of letting it slide off your plate, as so many small business owners do, contact our team and let us get to work structuring your story with original, strategic content.