When you own a business, having a website is a must. In order for your website to achieve a first-page ranking on any of the main search engines, it needs to have high-quality content that’s optimized for search engines. It also needs to have content that’s authoritative, relevant and of use to the visitor. The content should be easy to read for the general consumer, but if you offer technical products or services, you can use more jargon in your content. Read on to learn how to create excellent content for your business’s website.
Match Your Content to the Lifestyle of Your Target Consumer
Matching your new content to the lifestyle of your target consumer allows you to deliver relevant information in a timely manner. For example, the COVID-19 crisis means that a lot of families are spending more time at home. If your business sells entertainment or leisure products, such as board games or jigsaw puzzles, your new content could incorporate what’s relevant now and how it affects the consumer’s lifestyle. In this case, you could write a blog post about how buying a new jigsaw puzzle will facilitate cooperation, promote quality family time and give everyone a break from the screens. Try adding a call to action to your blog that motivates the reader. This is an easy and effective way to attract a potential buyer to your product or service.
Target Each Member of Your Audience
Chances are good that your business serves a range of demographics. If you’re a roof repair company, you’ll need content that focuses on people who are looking to sell a home, buy a home, maintain their home and invest in their home. This will include members of the Millennial generation who are first-time home buyers, members of Generation X who have lived in their home for a while and now need to repair or replace the roof and Baby Boomers who are ready to downsize and need to get their home in optimal condition to sell it.
By successfully identifying who your target audience is, you can take steps that will increase the likelihood of being viewed by that demographic. For example, being active on social media platforms is essential to your business success if you have a younger target audience. Posting high-quality content frequently online while gaining more followers will help to expand your business. When you take the time to learn about your audience, you are more likely to connect with them as well which typically leads to more sales.
Focus on the Value Your Business Provides
Your business website’s content should have a focus on value propositions. This refers to the value that your company provides to each customer. If you offer a service, the value could be the customer’s time. When the customer hires you, your services save them time. Their time is a limited, precious commodity. If you sell products, your online content should focus on the value each product provides. Perhaps the product helps them reduce waste in the kitchen. Your content could break that apart into environmental friendliness, saving money, conserving resources and reducing the number of times they have to go to the grocery store.
Include Images or Videos
By nature, people are visual creatures. Most consumers respond better when they see what’s for sale. If your website sells products, you could use an online video rotator to highlight the different options. Consider rotating videos of different products. Make sure the videos show how to use the product and the benefits the consumer will enjoy by purchasing the product. If your business performs services, you could create videos that highlight the benefits of hiring your service and how doing so could keep the consumer safer or more comfortable or save them time or money. Focus on one product or service per video, but include a little teaser of how that product or service coordinates with the other things your business has to offer.
Review the Content You Already Have
Before you spend a lot of time creating new content, take a look at what you already have. It’s possible that you could revisit an old blog or article and update it. For example, perhaps you wrote a gift buying guide for people to purchase a gift for their middle-aged mom. You could update your site with revamped content that discusses the topic from a different angle. For example, your 2020 gift buying blog for people who need to buy their mom a holiday gift might focus on items that are easy to send through the snail mail or things that will make life in quarantine more comfortable.
Creating excellent content for your business website doesn’t have to be a chore. You can funnel your thoughts to your consumers in a way that motivates them. Your website’s blog or articles are key methods of marketing to current and potential customers.
This article was contributed by Elizabeth Howard of Invideo.io (You may want to explore her online video rotator tool).