Your website is your digital home, and just like you would engage with your clients or customers if they walked into your office or shop, it’s important that you make visitors feel welcome. Often, a website functions like the first introduction to potential customers and clients. That first impression needs to entice visitors to place an order, make an appointment, or otherwise interact with the business.
One way to do this is to provide visitors with content that points them in the right direction. After all, chances are they stumbled upon your website for a reason, right? They ran a search or typed in your URL hoping to find some specific info or to get a closer look at that amazing gizmo you sell. It’s important to capitalize on that visit and showcase your business in a way that helps convert web visitors.
Here are four tips for making content that matters, from landing pages and blog posts to infographics and whitepapers.
1. Connect With Your Target Audience
Your target audience—who your product or service is aimed at—are the ones most likely to be checking out your digital home. Anything you post—from your about page to your product descriptions—should be written in a voice that is appropriate for your audience. A website catering to academics and one meant for teen girls won’t have the same feel—and that’s good. Each should be focused on the individuals they are aiming to serve. The words used, the stories told, the images shared, they should all be viewed through the lens of your target audience.
For example, if you run a play gym for toddlers and are looking to entice stay-at-home moms to check out your offerings, you may want to strike the tone of an informative friend. You know, the one that has her best interest in mind and always has a savvy recommendation or a light-hearted aside. You may feature helpful articles about early education as well as fun ways to play and learn together or funny parenting stories.
Combined with your design elements (fonts, colors, and images), the tone you strike and the information you present help to create a brand voice that will hopefully become recognizable to your potential clients and customers as distinctly you.
2. Keep It Interesting
While you may be able to wax poetic about compressors and AC repair, your sweating customers may not be too keen to read your latest thoughts on the different components of HVAC systems. Troubleshooting tips for a unit that isn’t working as well as it used to, however, may be a big hit. Articles about maintenance and the best filters to use for different situations can help illustrate your knowledge of all things HVAC while providing information that can help improve your potential clients’ lives. That’s win-win content.
Two ways to keep it interesting for your readers is to either solve a problem (such as the previously mentioned troubleshooting post) or provide useful information they can use (such as the filter post). What that content will be will differ depending on your industry and your target audience. Take a look at what other businesses are posting or consider the questions you are most often asked about your business and think about how you can place your own spin on those topics. Both are a great jumping off point for interesting pieces!
3. Ensure Your Content Meets Your Goals
Content for content’s sake is like telling a story that never goes anywhere. You don’t want to bore your audience away or hide useful content in a mountain of verbal junk.
Your content should always have a goal. It may be as simple as sharing your newest service offering to entice people to upgrade or providing pointers for getting the most out of your gadget. When thinking of topics, consider whether they are informative or part of your sales funnel. Anything shared should offer value to your target audience and support your brand.
4. Make Sure It Reflects Well on Your Business
We’ve all been to websites where words are misspelled, formatting has gone awry, or the tone is just a bit off. When content goes out into the world with your or your business’ name on it, you want to be sure it reflects well on your brand and what you are trying to achieve. This may mean staying away from controversial topics or negative phrasing, or it may simply mean that everything you publish is given a once over by a skilled freelance editor.
You have the potential to reach so many people thanks to the Internet. And what’s more amazing is that potential customers have more avenues through which to seek you out. Make sure you’re providing them with content that matters to them and reflects well on your business.
If you’re ready to start writing but not sure where to start, here’s a cool infographic that walks you step-by-step through the process of making content that matters.
If you’d rather have someone else do the writing while you continue to focus on your business, hiring a freelance content writer is a great way to save both time and money. Keeping a writer on staff is cost prohibitive for most businesses. A freelance content writer can help by creating content as needed and bringing a fresh perspective to your brand. Plus, you can pay by the hour or by piece without having to worry about the costs of an additional employee.
If you like writing, you may want to consider having a freelance editor or proofreader take a glance at your work before hitting “post.” Having another set of eyes can help ensure that every piece you put out with your company’s name is high quality and ready for the prime time.
Your content can greatly impact your web presence. Make sure it matters. Message me today to discuss creating content that counts for your business.