To understand how to create good content for your website, you first need to understand what good website content is.
Good website content is … created for people.
Think about it.
What is the primary goal of a website? To communicate information to people.
What is the primary goal of a business website? To sell products and/or services to people (whether directly or indirectly).
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But what about search engines? Shouldn’t I be creating my website content for search engines?
Even Google Search has people at the heart of its mission to deliver the most relevant and reliable information available.
What does this mean for my business?!
If you aren’t creating your website content for people, you’re likely missing the mark when it comes to online leads/sales and search rankings.
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Have no fear. Help is here! The following infographic and article describe 12 steps for creating good website content – content for people by businesses.
12 Steps for Creating Good Website Content: the infographic
>> Download a .PDF version of the infographic here.
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12 Steps for Creating Good Website Content: the article
1. Understand what problems your products/services solve for people.
How do your products and/or services add value by saving time/money/headache? Be specific. Be compelling.
2. Identify who can benefit from your solutions.
Create personas based on commonalities among your existing customers or those of your direct competitors.
>> Watch the video to learn how to create a buyer persona in 4 easy steps.
3. Know who you are competing against.
How can you differentiate yourself? How are your products and/or services unique and/or better?
4. Target each persona.
Explain how your products and/or services alleviate each persona’s specific pain points. Employ empathy. Address common objections or barriers to purchase/convert. Know what motivators inspire each persona to take action.
5. Follow the buying journey.
Create content to target each persona at every step of the buying journey. Lead prospects down the sales funnel, from awareness to consideration, decision, and advocacy.
6. Do keyword research.
While good website content isn’t created for search engines, good website content is optimized to be highly visible in their results. A key part of that optimization involves targeting the right keywords.
Be sure to take into consideration human factors such as relevancy and usefulness (intent) as well as search volume and difficulty during your keyword research process. In addition, think about creating blog content to answer your prospects’ and customers’ most frequently asked questions about your products and/or services.
7. Include social proof.
Reviews, testimonials, awards, and certifications add credibility. Blog author bios add authority for E-A-T.
8. Call your website visitors to action.
A simple directive phrase like “Subscribe Now” or “Add to Cart” instructs your website visitors on what to do next, making the buying journey clear.
9. Check your spelling and grammar.
No, really, check it again. According to a recent study, typos on a website’s landing page increased the bounce rate by 85% and reduced the time on site by 8%.
10. Format accordingly.
Yes, this includes using keywords and implementing other on-page SEO techniques. However, it’s important you don’t lose sight of who you are really creating your website content for – people. For example, formatting for people might include organizing your text into bullet points and numbered lists to make it easier for your website visitors to consume.
>> Watch the video to get 6 quick tips for doing on-page SEO.
11. Get visual.
Human beings are visual beings by nature. In other words, if you focus solely on text, you will not do your website (or your business’ bottom line) any favors. According to a HubSpot study, video significantly increases dwell time on websites, while an article by Neil Patel claims using infographics can double your website traffic.
12. Keep it fresh.
Good website content isn’t set-it-and-forget-it content. Customers’ needs change. Your content should follow suit to ensure your website remains relevant to your target audience.
In Conclusion: A Call to Action
If this seems like a lot to tackle in creating good website content for your business, entrust your website content creation to the experienced copywriting and web design professionals at THAT Agency. Contact us today at 561.832.6262.