I’m sure you will have come across the saying, Content is King, but from the point of view of a copywriter it truly is. If I wanted to be picky, I could say Content is Queen, but then again I’m no feminist (blog title excluded.)

The easiest way for me to get a point of view across is by using a metaphor or two. So here goes…

If your website was a person, would you like them? Would you find them attractive? What about their personality, did they make you laugh? Most importantly, do you want to see them again?

Take a look at your website and think about all of these questions, because these are the type of questions that your visitors will be asking themselves. Unfortunately you can’t programme the answers and you can’t rely on luck.

Chances are that if you have a high bounce-back rate then you’re probably not very popular. How frustrating is that - you have great online presence, you get traffic to your website but your visitors don’t stay very long and click off your page.

If you finally get someone to your website at least make sure they’re going to read what you’ve got to say - when you finally catch your fish, don’t throw it back in the sea! Believe me; in an ocean that big, you’ll never see them again. Imagine your content is the fishing net - capture your audience and engage them.

As visually attractive as your website may be, the content is your chance to sell yourself and your service. You want to encourage people to read what you say and nothing is more off putting than a block of words, which do exactly as they suggest – block your visitors.

Remember, the average website visit lasts just 26 seconds. My advice? Make sure your content is sophisticated in style, concise in detail and high in impact.

If you're not sure about the quality of your content then maybe it's time for a free content review.