When working with our clients on their website, it's common for them to struggle when it comes to the content. Deciding what information to provide, how to effectively communicate it, and then creating it all can be daunting. However, it's the content that determines the success of your website, from search engine ranking and revenue to customer satisfaction.
If content is so important, why does it seem to be an afterthought for businesses? Usually it's because it can be difficult to know where to start.
To help with this, we've put together the following guide:
1. Understand your audience.
Identify each type of visitor you are looking to attract. Knowing who your audience is will help you focus on producing content for the right people.
For example, a client's wholesale distribution website was geared toward B2C customers instead of B2B simply because their content did not reflect the right buyer. As a result, they wasted valuable resources fielding calls from the retail public. By revising the content of their site they’re able to more clearly communicate to visitors whether they’re in the right place.
2. Identify your audience's goals.
What are your visitors looking to accomplish and how can you help them do it? For some, it may be to get information on whether you provide the goods or services that fit their needs. If they’re existing customers, it may be to get the answer to a service question or to order a replacement part.
If you know the common goals your site’s visitors have when they visit, you can structure and write your content to help them accomplish them more easily.
3. Competitive analysis.
What are others in the industry doing to attract these same customers? Compare and contrast what others in the market are providing and get ideas on where your site may be falling short.
A word of warning: make sure to never steal any content. Your site and its content should be unique, just like your business.
4. Define the business goals your website must accomplish.
In order to measure the success of your website, you must first decide what goals it is meant to accomplish. If it’s to reduce support calls, then maybe providing customers the answers to common issues would allow them to resolve the problem on their own. If it’s increasing sales, then perhaps provide comparisons between your offerings and others in the market, supplemented with clear ways visitors can take the next step in the sales process.
5. Understand your brand.
What does your company represent? What is the tone of voice in your content? Having a consistent style of writing across your site can reinforce how you want to be perceived. Write content in a way that fits with your audience’s expectations and your business goals.
Don’t be afraid of having a little personality, just as long as it fits with your business.
6. Create your content strategy.
What type of content are you going to post? How often? How will it be organized and included on the site? How will you promote it? Who is responsible for creating it?
Once a plan is in place, you have everything you need to begin. Start by creating a list of options that will accomplish the goals you've identified. This responsibility can be divvied up amongst individuals who can best speak to the subject matter. Just make sure there is a review process to help with editing and maintaining consistency.
7. Measure and adapt.
Regardless of your business or organization, you should have analytics reporting that you review on a regular basis. Find what’s working, what isn't, and evolve your strategy.
Remember, your website is oftentimes the first and only chance you have to make the right impression. If a potential customer is trying to make a decision, you want it to be a good one. Your website should be the best salesperson you have and the content is how it sells.
Need help navigating the challenges that come with maximizing your website? At Pinnacle, An Advanced Imaging Solutions Company, our team can provide expert guidance and recommendations. We'd be happy to review your site's performance, as well as how it fits into that larger picture, and build a customized plan that fits your business goals. Get it touch today and discover how you can make your business better.