Content is King

The content, the actual meat, the very thing anyone goes to a site for, is and always will be king. If they cannot read it, they will not come. If they cannot navigate it, they will not click. If they cannot see it, they will not follow. If they cannot understand it, they will burn it. What is on the site, the very part that users want access to, whether it is services, manuals, ordering forms, articles, or other users, is certainly more important than anything else. If they cannot read it, they will not come. If they cannot order it, they will go elsewhere. If they cannot access it, they won’t buy. If they cannot understand it, they will not join. If they cannot print it, they will burn it. But if you build a site based on the principals of making it easy to see, use, navigate, and function, they will come. Of course you would need to take the steps to advertise it, but if your focus is on a niche that caters to anyone not born after 1990, drop the gloss and get the glue.

Ugly sites, they’re actually not that ugly when they start to beat out the shine, gloss, and glitter of the 2.0 revolution. They’re not that ugly when people go to them to buy or order services, and they certainly are not that ugly when they’re easy to read. It is not really ugly that “sells” you see, it is the services, the content, the ease, and the trust that you are dealing with a human that does.

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