You can gain sales leads and increase customer loyalty by offering a variety of content on your website. If you want to be most effective, use a variety of content to reach your business’s prospective customers.
Three Essential Types of Website Content
Strong content is what makes an effective website such a powerful marketing tool. Visitors to your website look for more than just products and prices, they look for evidence that your company is reputable and effective. No website is complete without these three types of content.
1. Content that Ranks High on Google
Google receives over 100 billion search queries per month (internetlivestats.com) and is the first place potential customers go to search for information. There are certain types of content Google favors over others, and websites that feature it are the first ones to appear in the search results. Listed are just a few of the requirements Google looks for:
- Content that is informative and relevant to the user’s search terms.
- Quality writing that is helpful, organized, and contains no grammatical errors.
- Reliable content that contains conversational terms optimized for voice-activated devices and users searching for specific terms.
Websites that contain content that Google prefers will be rewarded with improved rankings in search results. This means more customers will see those websites.
2. Content that Shows Expertise
Every business should feature and distribute content that demonstrates their expertise. Companies should take advantage of any opportunity to highlight knowledge and success. Take a look at a few examples of how website content can show your expertise and build the trust of potential customers:
- Businesses that do building or repair projects post images of successful jobs with captions that note the type of job, date, and location.
- Event planning and catering businesses use photos, videos, and blog posts to share the fun and crowded parties they planned with potential customers.
- Short, helpful tutorials, or the latest industry news lets visitors know that the company is a leader in the field that not only delivers expert service but is also happy to share knowledge.
Customers trust companies that are proven experts and thought leaders in the field. Demonstrate your knowledge with expert content that provides relevant information.
3. Content that Converts
The ultimate goal of any company’s content strategy is to convert visitors into paying customers. Every business should feature content that inspires readers to purchase the services recommended. Here are some examples of content that converts visitors into paying customers:
- Case Studies show some of the background process behind the completion of certain key projects and can include comments from the staff who worked on the project and initial sketches.
- Calculating potential return on investment (ROI) by showing results of previous projects or recent market research can help customers see the value of their purchase.
- Content that includes a call to action that clearly lets the customer know that the best place and time to make a purchase is here and now.
Start making these types of content a priority and you’ll see positive changes. Your website wil become one of your most powerful marketing tools.
Discover even more content tips from the pros, new strategies for 2015, and get our 5-Step Content Creation plan. Download our free Content Creation and Distribution guide.
