One of the reasons clients give me for why they don’t have more content on their websites is that they simply do not know what to put there. They don’t think they have anything that would be of interest to anyone. They may have been discouraged by the droning of some “marketing experts” saying that your website content has to be AMAZING in order to hold the interest of your site visitors.

These “experts” argue that you have to have amazing content on your site because amazing content is what will bring people to your site, encourage them to stick around or come back, and motivate them to tell their friends about you.

I disagree. The reality is that your content does not need to be amazing. It just needs to be useful. When I am searching for something I am not looking to be amazed. Nor is your prospect. They just want their question to be answered. They want their problem to be solved. They want to find that piece of information they need in order to proceed with their plans. They want to find someone who is qualified to help them.

Prospects don’t care about your “amazing” site design. They are not looking for amazing. They are looking for useful. Finding what they need on your site might be amazing to them. But only because of its immediate usefulness. Perhaps it was the precise answer they were looking for. Or it solved their exact problem. Maybe it gave them clarity and confidence on whom to contact for help.

Rather than worrying about being “amazing” or impressing people, I help my clients focus on the creation of value for their customers. Value is intrinsically understood and immediately useful. Trying to constantly amaze or wow people gets old quickly. In fact, it creates boredom.

Creating an interesting and useful website is not a matter of rocket science or show business. It may simply require changing your thinking about a few things.

To be continued . . .