Where do customers go to get information when making a purchasing decision? There are lots of ways for them to engage with a brand on social networks, but the top choice for information seekers is still the company website. In a recently released report by social marketing firm Get Satisfaction, 89.3% of potential purchasers went directly to the company website.
Website content writing positions the company or brand quickly on the Home page with a concise statement: what it does, its purpose and how the website visitor can benefit. Performance, value and social approval are important aspects of customer decision making.
SteelMaster Buildings is a good example of construction writing that supports social engagement. They are seeing success by integrating their website content with social networks and vice versa. SteelMaster manufacturers steel and pre-fabricated metal arched buildings. Here’s an example of social engagement on their Facebook page that is re-directed to the website.
Judy: Any photos of folks actually living in these steel structures?
SteelMaster Buildings: We sure do! I’ll see what I can dig up for you.
SteelMaster Buildings: Here is a link to a page on our website that shows the exteriors and interiors of our buildings used as homes.
On the website page Judy can click on links to see the company’s feature projects, home plans and step-by-step construction photos. She can also download a free Steel Homes Product Guide. From the website Judy can get a building quote or call to talk with a building specialist. She can also see photos of existing steel arched buildings in the state where she lives.
The company website affirms the value and performance of its products with stories of actual events and customer experiences. Their long history in the building industry is front and center on the Home page. Their business blog writing is done in part by a freelance writer who portrays customer stories. One gets the feeling this company is building more than metal arched structures. They are building customer satisfaction and reputation.
When website content writing reinforces social engagement on networking sites a good visitor experience occurs. Nurture those good feelings with website content writing that answers questions and builds relationships.
Do your prospects, fans and followers find the answers they need on your website?