I was on the phone with cj Madigan yesterday, and we got to talking about content-driven websites. Traditionally (if you can say traditionally, since the web is still young), companies have a main page that talks about them and what they’re doing, some additional pages about their products and services, and a blog. Nothing wrong with that. Until this past weekend, I was doing the same thing. And then I made the switch.

Danielle LaPorte talked about this a few weeks ago, and I marinated in it. I could definitely see the benefits but felt like I didn’t have the time to make the changes. Then we discussed it in my Fire Starter session, and it clicked so profoundly with me that I spent the entire weekend (days, nights, and everything in between) making it happen.

“It” (if you’re still wondering what the heck I’m talking about) is moving from that traditional “home page with a blog” to something called a content-driven website. Here’s what it does for you:

1. It makes you look like you know what you’re talking about. By putting your knowledge and expertise front and center, you send the message that you are an expert. A guru. A giant fount of information and special-ness. Who wouldn’t want to work with your bad self?
2. You don’t look like one of those companies who think “Let’s have a blog so that we can sell stuff to people!” When you make your content the superstar of your site, you are treating it as a genuine communication tool instead of the latest gadget in your marketing bag-o-tricks. It’s kind of ironic, considering the next point.
3. Your products and services will always be the answer to the question. Blogs usually go from two extremes. On the one end, you have the “Here is stuff that I like. And I’m also a sculptor!” blogs. The person/company has a blog that may or may not pertain to their field, and then they have a link to their “about” page that finally tells you what they really do.

   On the other end, you have the “I’m in business, and I blog about…my business!” blogs. The person/company usually only blogs about what they’re doing, where they’re going, and why you should buy their stuff. These are the ones that give company-owned blogs a bad name.

   Then there is the content-driven website. People read what you have to say and then ask themselves “Who is this person? What kind of work do they do? Where have they been all my life?” The answer: read about your services. Discover that you are the hotness. Come back again and again and again.

4. You will automatically write better, more useful stuff. When your content is the main thing, it’s got to be strong because it is your spokesperson. It shows people how smart you are, how helpful you are, what your principles are. You won’t be slacking when the stakes are so high.
5. People don’t care about you, you, you. In a perfect world (for you, at least), people would be flocking to you, singing your praises and sending you loads of money. Because they, too, see how great you are and just want to support you. Here on Planet Earth, people aren’t going to go to your website because YOU want them to. They’re not going to buy your product because YOU said to do it. And they won’t subscribe to your newsletter just because YOU asked.

   Maybe the most insecure among us will do those things (at least at first), but if you aren’t offering something that people desperately need, then they don’t care about what else you’re doing. With a content-driven website, you get the opportunity to give something fabulous — your insight into your field. Free professional advice! Who isn’t going to keep coming back for that? Which brings us to…

6. You will get more readers. When you’re writing a blog, maybe you don’t care about readership. You’re just doing it as a little add-on to your business so that people can see that you know a few things. But when the content is the main thing, you are offering something so valuable that people will flock to it. More readers equals more people considering your services. More people coming to your company for what they need.
7. Search engines will bring the people to your company site. Content is the yeast the search engines feed on. It’s Google’s life blood. If you bring it content, it will bring the people to you. When you have a blog, those people are coming to your blog. They may or may not ever check out your company site. With a content-driven website, Google is constantly driving people to your company. Which means more connections with people that you might potentially do business with.

A few caveats

Your content is not a “blog.” You must get that out of your head right this instant. You don’t put cute but irrelevant buttons and banners all over it. You don’t talk about how Whiskers ate your stash of Almond Joys last week (well…not often). You do not participate in memes, promote random things so that you can win a prize, or post mushy letters to your loved ones on their birthday.

This is your business website. Be cool, be interesting, but make every single thing relevant to your mission and vision. That doesn’t mean promoting your stuff everywhere. It means establishing yourself as a credible resource…someone that people want to do business with.

Also, this does not give you permission to use a blogspot blog or a wordpress.com blog as your business site. If having a blog IS your business, you can get away with it (at least for a while). As a competent, credible business person, using a hosted blog (yourcompany.blogspot.com) sends a weak message about your success and your commitment to your work.

After switching to the “content-driven website” concept (in a little over three days), I’ve gotten more opportunities to work with really incredible people who run intelligent, passionate companies. Every single inquiry I’ve had has been with people who I really want to work with. I’ve nearly doubled my blog suscribers, I’ve gotten more traffic, and everything I’m doing works together. It’s called getting the most for your efforts. A subtle switch that multiplies the excitement factor a hundred times over.