Unique, relevant, human-oriented content attracts leads to your website. In our previous article we shared some insights about Search Engine Optimization (SEO), or how to achieve higher rankings in search engines results. But once visitors have found your site, you need to show them substantial – and useful – content. By content, we don’t just mean articles on a blog or “content marketing.” All visuals and text on your site are content. And it’s not only search engine crawlers who love killer website content. Potential clients also want to see quality content! Here are six basic principles that can help you transform casual visitors into first-time customers and then into dedicated clients.
1. Deliver the right message to the right visitors.
How can you determine the quality of your content? If you already have a website, show the current version to your friends for ten seconds. Then ask them three questions:
- What goods or services does this website offer?
- What is the unique selling proposition? (Why should you buy, download or order from this particular website?)
- What is the Call to Action? (What should you do next? – Fill in a form? Proceed to the store? Download a trial version?)
Within the first ten seconds your website should inform a visitor what you offer and how they can get it. This is achieved through thoughtful design and clear text.
Here are some tips for making your website content user-friendly:
- Brainstorm ideas for headings and subheadings that will effectively and concisely describe your business. A/B testing can help you determine the best variant.
- Make your unique value proposition clear for an average visitor, and keep it free of clichés.
- Direct your customers by making your Call to Action and next steps transparent. Use links in the body of your main text and add next step guidelines at the end.
- Study your audience and write content that is relevant for them.
- Create a content-rich experience by posting videos, infographics, images, audio, and maybe even games. Written words are not the only way of communicating with your clients.
2. Don’t sell; solve problems instead.
When you are creating content for your website, your first inclination is to write about your awesome team, great services, unique experience, and certifications. But what do potential clients think after reading this kind of material? Perhaps “Okay, guys, you’re terrific – but what’s in it for me?!”
Don’t fall into the trap of YOU-focused content. Consider the following:
- Keep your clients at the center of attention. Speak their language. Talk about their problems. Show how your company offers solutions to their problems.
- Educate your readers. Consider providing some additional free downloadable content such as videos, eBooks, or tutorials. This shows your visitors that you really want to help them, and are not just trying to sell.
3. Be clear, be honest, and get to the point.
People who write for IT and high-tech businesses often use professional terms that can be confusing if not intimidating for a “noob” (Yep, this is an example of gobbledygook. For those who don’t know, a “noob” is someone who is new to something). Do not put your readers through the torture of Googling the meaning of every other word on your website.
Also, try to avoid texts stuffed with long and impressive, yet meaningless phrases. Aren’t you sick and tired of words like “guru,” “cutting edge,” “flexible,” “robust,” and “scalability”? These clichés neither impress your reader nor show your expertise.
Don’t try to fool your customers. Certainly, catchy headlines with lofty promises can capture visitors’ attention. On the other hand, being honest earns you loyal customers in the long run.
4. Show customer feedback.
The best way to convince a hesitant client is by showing actual customer feedback and case studies. Ask your clients to write short testimonials about your goods and services.
- Make a habit of collecting feedback and writing case studies on a regular basis.
- If possible, add real names, titles, and photos to add authenticity. Place reviews on relevant pages instead of placing them randomly. For example, a page describing the advantages of your 24/7 support is a perfect spot for publishing a quote about great customer service.
- Pay attention to review websites like Yelp and specific directories that are relevant for your industry.
5. Start a corporate blog.
Blogging is a great complement to any website. Consider a blog as part of any serious inbound marketing strategy. Bogs offer various benefits:
- A blog helps you engage with your audience and can help your company gain a reputation as an authority in your industry.
- Regular site updates, such as new blog posts, are beneficial for SEO.
- Fresh, relevant blog posts shared through social networks and on other sites can drive traffic and leads to your website.
6. Take advantage of social media.
By now your content is unique, valuable, and engaging. People would willingly “Like” and “Share” it with all of their friends, followers, and subscribers. The popularity of social media makes it an excellent avenue for generating more leads. Here’s how you can kick-start social sharing:
- Add sharing widgets to your website and blog. You can use “ShareThis” or “AddThis” tools. They are easy to install and have analytic tracking options.
- Share your own articles on major social networks to increase your visibility. Don’t forget keywords and hashtags!
Content keeps visitors engaged with your website, demonstrates your expertise, and builds trust and credibility. Useful, fresh, and clear content is vital for any smart SEO strategy.