During my teenage years in suburban Baltimore, my parents were afraid that I would become known as the short Jewish boy with crooked teeth. That was unthinkable, of course, so my mother took me to the orthodontist.
Once I had braces on my teeth, it was as if I had joined a not-so-exclusive club, a kind of rite of passage, like my Bar Mitzvah, but with no presents. It also taught me a great lesson, one that has nothing to do with my teeth and everything to do with your website.
I probably don’t have to tell you that I hated having braces on my teeth, but I did. The worst part was not the metal railroad tracks that ran across my teeth and acted as a food magnet. It wasn’t even the pulling of two teeth in preparation for the braces. It was that annoying, relentless sensation caused by those small rubber bands that pulled my teeth into their new position.
From time to time, I would cheat (this was how I learned to diet) and not put the rubber bands in for a day or two. My orthodontist always knew. He would confirm my lack of progress and then give me the same lecture, over and over again.
“If you don’t use the rubber bands, it’s like having a Cadillac in your driveway with no gasoline in it.”
I interpreted this to mean that his work was like a Cadillac, the rubber bands were the gasoline, and I was the driveway. Perfect.
Of course, he was right. The rubber bands provided the energy that moved my teeth into the correct position, in the same way that gasoline provided the energy to move that Cadillac out of the driveway.
And this is the same way that content fuels your website.
Small business website content is what attracts visitors from search engines and social media, what feeds prospects the information they need, and what leads them to take each step toward becoming your customer. Also, like the fuel for your car, it’s not something you do once and then forget about it.
If you want your website to continue to perform, you have to keep fueling it with content.
What’s more, as with an automobile, not just any content will do. Depending on the engine, some cars operate on standard octane unleaded gasoline, some require premium, while others need diesel and still others need to be plugged into an electrical outlet.
Your website’s engine, the thing that makes it go, is a combination of your business goals and what your ideal customers need, so the content you need may be different for your business than for another.
If you are just starting out and have a modest budget, you will need to develop and distribute a modest amount of content that meets the needs of your audience.
As your business grows, along with your budget and your expectations, the amount and power of the needed website content will increase as well, just as it would if you sold your old beater and bought a high performance vehicle.
And here’s the lesson. If your website isn’t helping your business, there’s a good chance that it has the wrong content, or not enough content, or you haven’t added any relevant content lately.
As my old orthodontist would say, if you don’t put the right content on your website, it’s like having a Cadillac in your driveway with no gasoline in it.
Need help with your small business website content? Contact Meyer Baron and set up a free, no-obligation consultation.