This one is a bit of a frustration of mine, I’m a geek, I love talking tech, my wife’s eyes glaze over and I can tell she doesn’t care a bit about my website builder or css or html or the security behind PHP forms or anything technical. Why then do agencies publish content on the detail behind hacking a website or 5 reasons you might want to consider a care package.
Why? It’s all about topical authority, this is where Google has got it completely wrong with their ranking formulae for our industry. Keywords, they believe the more content related to a topic such as website design should make a business an expert in this area. Wrong, while it seems right in a basic sense agencies talk to their audiences through their blog and content marketing but they should be talking about website strategy, conversions, goals, tactics not the detail here. What pain points and general top level questions do customers have?
Customers don’t care, they really don’t want to know any of the detail and unless they ask we should refrain from giving them unnecessary information. Don’t worry, if this is you you’re not alone my personality always leads me to the detail. I’m grateful for my wife who puts up with me.
Choosing a marketing agency
Is the goal of your website aligned with your marketing? I often emphasise to clients that different types of agencies focus on their strengths. The web agency sector is quite diverse. Some may specialise in social media advertising, while others might focus on Google ads. It’s crucial to understand these services and how they relate to your business goals. Consider the strengths of an agency when making your choice.
How do you determine an agency’s strengths and their relevance to your needs? People choose agencies for various reasons. They might come through a referral, have seen a website created by the agency, or heard about their affordable services. Personally, I conduct research to find who can deliver the best value for the price I’m willing to pay, ensuring the result is an effective marketing tool.
Custom Development – RED FLAG
A significant consideration is whether an agency heavily focuses on custom development. Such agencies might not excel in marketing or creating effective strategies. Be wary of agencies that try to sell you on technical details that aren’t important to you. I recently discussed with Mick O’Shea from Aussie Websites how clients are often uninterested in the intricacies of services like hosting or cybersecurity. They simply want the assurance that their website will function reliably without issues. Is it up or down?
How we’ve done it in the past
Historically, we’ve promoted websites that users can update themselves. However, the additional development time required for this feature is often unappreciated by customers. They are primarily concerned with the frontend of the site and might only consider update capabilities if it affects the cost.
If an agency focuses too much on technical features, they may not be the right fit if your goal is to expand your audience and grow your business. Technical aspects are essential but should not dominate the conversation with clients.
Who is your agencies writing content for?
Agencies and Google are engaged in a complex interaction. Agencies may post technical blogs to appear as industry experts, influencing Google’s rankings. However, these posts are often more relevant to other designers or developers, not to potential clients who need practical website solutions.
Final thoughts on Content Strategy for Websites
In conclusion, agencies should focus less on flaunting technical knowledge and more on strategies that meet client goals and enhance website conversions. Talk about things like StoryBrand or the use of elements that inspire confidence, tell a story or even influence a buyer though seeking “no”. It’s unfair for Google to prioritise rankings based on technical jargon over genuine content that addresses strategic business needs. Consider the audience. Let me know your thoughts on this.
