Miracles? No. Quality Content? Yes!

Companies expecting staff or freelance writers to deliver miracles will be disappointed. No matter how talented or experienced, writers seldom have aced courses in "creating miracles." Their quality writing cannot change poor products, services or pricing levels.

However, quality website content, blogs and articles will help. With a strong headline and intro, even the most casual web surfer will be entranced with high quality content.

When website visitors become interested in reading, they stay on the company's website longer. Instead of immediately (10 seconds--or less) clicking to the competition, they take the time to read more. Those readers who stick with websites often become engaged with the organization and their offerings.

Those companies that are web veterans may have used marginal quality content in the early Internet days, but know it is now unacceptable. Even visitors who have not taken an English course since high school can recognize poor content from quality writing.

It continues to puzzle veterans why some US companies expect non-native English writers to produce high-quality blogs and articles. Certainly, many otherwise-competent writers in their native language contribute to their country's companies. However, asking them to compose quality English content is a challenge difficult to meet. Most native English readers notice the lack of nuance or total understanding of the language these writers possess.

While this content is often inexpensive, companies using this strategy often have a high "bounce rate," with visitors clicking away quickly--often never returning. This approach consistently puzzles consultants and expert observers alike. Why save a few dollars only to cost your company much more? From any business perspective this perplexing strategy confounds--but pleases--the competition that employs proven native-English writers.

Proven, native-English writers cannot perform miracles for companies. They can, however, enhance the company brand, make websites "sticky," holding readers' attention, and engaging even the most casual visitors. While these professionals typically cost a bit more than writers in developing countries, the value added by their original, well-sourced copy pays big dividends in converting readers into profitable customers.