Do you want a website that converts traffic into leads? You should be nodding your head in agreement. You should also be seriously evaluating the content and the message your website communicates.
Your website is more than a digital brochure that potential clients might peruse at their leisure. This is an important step in the sales process – or what we call the buyer’s journey.
It’s important because it gives you the opportunity to demonstrate your knowledge, expertise and capabilities. Buyers who are just starting to do their research are looking for some preliminary insight on their problem (i.e. – reading blogs and downloading checklists and tip sheets.)
Other buyers who are closer to making a purchase will take a detailed look at the products/services you offer (i.e. – evaluating the benefits and reading testimonials.)
If you’re thinking to yourself, “crap, my website is so outdated it’s embarrassing,” you’re not alone.
Many small business owners launched their website a few years ago and haven’t bothered to update it since. This means product/service descriptions are outdated and what you’re actually saying and delivering to the client has changed.
It creates a disconnect for your clients and hurts the brand you’ve spent so much time building.
The bottom line is that along with having a great design for your website, it’s also vital that the information you’re providing is high-quality, relevant, and can convert visitors to your site into customers.
Quality content on your website
So, what kind of quality content should be included on your website? First of all, it should be unique. This will help with your search engine ranking, and it will also set you apart from the competition.
Second, you have to appeal to your target market, or what we call buyer personas. The content you publish should inspire them to take action.
In order to demonstrate that you’re the expert, you’ll want to provide statistics, case studies and testimonials. Your content should be educational and written in a way that people can easily understand; in other words, don’t sound like a robot and limit the use of jargon.
Finally, the content on your site should also be fresh and updated often. If a potential customer lands on your home page only to find the information is three years old, they probably won’t continue much further along the buying cycle.
Your content should:
- Be uniquely you
- Appeal to your audience
- Demonstrate that you’re the expert
- Be updated regularly
Keeping the content on your site updated regularly
Developing the messaging for your website shouldn’t be done on a whim. This takes careful planning. You’ll want to consider your goals, target markets and your unique selling proposition. These are also a few of the components in a marketing strategy – you may want to spend time updating that as well to make sure everything is consistent across all channels.
Adding quality content to your site does take some time and effort, but the results can be well worth it. If it’s done correctly, you’ll see improved engagement on your website and an improvement in your search rankings.
For years I touted blogs as the go-to source for fresh content on a website. While I still think blogging is important, it’s not the only type of content you should consider. You might also want to publish:
- Educational videos
- Video testimonials
- eBooks, checklists and/or tip sheets
Remember, the types of content you publish regularly need to align with your buyer persona and your sales process.
You can keep organized with a content and promotions calendar. You might also consider delegating some of these tasks to a marketing agency or consultant because you may not have the expertise in-house to do this effectively.
Remember, the content on your site should be clear and concise and the value you offer should be front and center. With search engines getting smarter and buyers getting more selective, it is the content that will ultimately turn a prospect into a lead, and then into a valuable customer.
Have more questions about publishing quality content on your website? Leave a comment below and we’ll be sure to respond!