It's hard to say exactly when people first started using the phrase "Quality, not quantity," but it has stood the test of time. And for good reason! There are few circumstances in which you want more of something shoddy in place of a couple really solid things.
This old standby holds up even in today's shiny, modern world of digital marketing. When it comes to content - be it images, copy, or anything else - it really is all about quality, not quantity.
No more jam-packing your copy with keywords til your sentences are incomprehensible, no more overloading your readers with irrelevant, nitpicking details, and no more blurry photo after blurry photo and widgets and sections and forms. It's time to think critically about what you're filling your pages with, and whether it's really driving the results you're looking for.
Content
Great content comes with great strategy. It's important to develop a plan first and foremost so you establish a guideline by which all your content is created. Once you know where you're headed, you can start to make your way there.
People are busier than ever, and have both short attention spans and a need for instant gratification. With precious little time to catch a visitor's eye, it's important to make every word count. Your strategy should start and end with a clear understanding of what people want when they get to your website. Chances are it's one of three things: 1) basic business information 2) yes or no answers to whether you do what they're looking for, or 3) requesting further details. Design your content to address these 3 needs right up front, with a hierarchical system to delve deeper as required.
Don't make visitors hunt for your phone number or how to get in touch, or dig through piles of irrelevant information just to find out if you offer something common. Keep it simple with the most important pieces first; don't get bogged down in technical specs up front - that's what your other pages are for!
Keywords
Gone are the days of keyword stuffing, jamming "car service in Boston, Mass, Boston Mass car service..." into as many lines, corners, and code of your website as possible to drive organic search traffic. That kind of SEO is bad for your visitors, bad for Google, and bad for you.
What are you supposed to do instead? Write like a human. Consider your audience, not only for what you write but how you write it. Ask yourself who your typical website visitor might be, what words and phrases they use to describe what you do, and what tone they're likely to respond well to. If you write it, they will come, so let your content do the legwork for you by naturally including key terms where they make sense. Google will reward you, and so will your customers.Write unique, informative, descriptive content and people will find you.
Photos
What's going to sell you on a business' merit: 30 low-quality, poorly lit photos of random work, or 3 high-resolution, professionally-lit and framed images of their top, representative projects?
It doesn't take a genius to recognize that it's more important for your images to accurately reflect the standards of your work than it is to have as many pictures as possible of everything you've ever done. When a picture is worth a thousand works, you need to make sure it's saying the right things.
The age-old idiom of quality over quantity has plenty of worthy applications these days, and it's never been more true than in this era of digital marketing. It's all too easy to get overwhelmed and overloaded with unnecessary information, when all you really need is short, sweet, and too-the-point content that tells people who you are.
