I’m currently in the market looking to buy/lease a new Sports Utility Vehicle (SUV) for the family and I find myself visiting all the popular dealer websites – GMC, Lincoln, Cadillac and Infiniti. I have been going from site to site reading/viewing as much content as possible.

Content is King
It’s actually been a while since I’ve been on the consumer end researching a product/service of interest and really relying on the web for answers and details. In this particular case, being that it’s an important purchase for me and a long term commitment, I need as much information possible for me to make a decision. I’m interested in everything from photos, videos, 360 degree interior views, exterior views, written reviews, etc. The more information I have on each vehicle, the better. In other words, as the consumer, I need content – lots of it.

This entire process has reminded me of the importance of valuable product content and how it leads to longer visits as well as higher conversions. At VigorFish, we’ve experienced this first hand with our redesign of Tredent.com. Our redesign of Tredent.com included an overdose of content, which we’ve seen a huge increase in conversions as well as higher search engine rankings.

People Do Read!
It’s been said that people generally don’t read on the web – they scan. That only applies to browsing. When browsing, people generally scan pages, read headlines and move on. But when the visitor is a serious buyer - the more content provided on that product/service to that user the better. When I speak of content, this includes everything from written web content, photos, flash demos, videos, articles, brochures, data sheets, white papers, case studies, product reviews etc.

This applies to any website in any market – Business-to-Business or Business-to-Consumer. If you sell a product or service, having valuable content on your website will increase visitor stay and increase your chances of converting that visitor into a customer.

Content Presentation is Important
On a final note – the presentation of your content is crucial. If you have tons of content to offer, you want to make sure visitors can easily access this content without any difficulty. A cluttered website may overwhelm the user and discourage repeat visits. Always keep it simple.

If you’re currently in the market, in need of professional help with your website or information architecture, please send me an email – we can help.