Way too many websites are bad at great content, but great at providing a lot of, industry jargon that no one really wants to read. I sometimes cringe when looking at a website that we built six months after it launches and see either no new content or new content that would put an insomniac to sleep. Long-winded self-promotion has two bad consequences:
- It ruins any competitive advantage your company may have because you are not really saying anything important.
- It will impact your search engine ranking.
Your website must answer this: What makes your company or organization special and why should they buy anything from you? It’s not a case of just adding content to your website, which you should do often. That content must offer value. Web content, blogs, newsletters, and white papers are great if they are well written and have something important to say. They are not great if they just drone on and provide no insight and no clue as to how great you are in your industry.