If you want to be a successful business, you need a website. Of course, not all sites are created equal. Having a professional, high-quality website is essential to impressing customers and keeping visitors perusing your pages.

Many things go into developing a well-run website, including regular maintenance and easy navigation. However, how well your site runs and how it looks are only two parts of the equation. What’s the third? If you’ve done any research into SEO, the answer will be obvious: quality content.

Algorithms Rate Based on Content Quality

What your articles, webpages and blogs say is important, as is their writing quality. In fact, their value is a driving force when it comes to search engine rankings.

Companies that create search engines are usually tight-lipped about how their algorithms rate webpages, as saying too much will defeat the purpose of making internet users compete for the top spot. However, Google has explicitly said that “quality” is a huge factor in how its algorithms determine where links are listed on its SERPs. In this context, “quality” means “offers value to customers.”

Visitors Expect Well-Written Pages

So how can you make your webpages valuable to customers? First of all, they need to be written grammatically and have the appropriate tone. Think of your webpage as making your first impression — if you don’t exude confidence and professionality, customers may doubt your abilities.

When you do make a good first impression, it really pays off. Well-written and thoroughly researched blog posts and webpages position you as an authority, which increases customer confidence. If you have informational pages that appeal to consumers who are still in the researching part of their purchasing journey, they may return to your site when they’re ready to buy.

You Can Leverage Content in Many Ways

Webpage text can help SEO beyond keywords; if your posts are especially valuable, they can even help you build backlinks. Backlinks are links posted by third parties that lead back to your pages. They may be on a social media post, blog or webpage. Algorithms take backlinks into consideration when assigning ratings, which means widespread sharing of your pages can improve your SERP rankings.

Creating valuable webpages and blogs requires investment, but the payoff is worth it. Text that delivers useful information supports many other types of digital marketing, such as SEO and social medial marketing. Additionally, it’s a foundation for a user-friendly website. If you’re looking to expand your customer base, creating valuable webpages should be one of your first steps.