7 Ways to Improve Website Content

Investing in website content is a smart choice. Creating a positive impression online, answering questions, and helping customers research products/services, will help you build relationships and strengthen your pipeline. Whether the goal is to increase awareness, traffic, or revenue, content is key.

Check out seven ways to improve website content: 

1.     Add a reviews page.
86% of people read reviews for local businesses so why not curate the best ones on your website. That way, when people search for your business name + reviews, your web page will be one of the search results. Group reviews by headings that reinforce your value proposition.

2.     Add blog posts that tell stories and answer questions.
What search terms do you want to drive traffic to your site? Develop a list of blog topics that answer questions using those search terms. Don’t forget to tell stories about customers, your impact in the community, and your amazing staff. Personal stories help build credibility and reinforce your brand.

3.     Make the content customer-focused.

Audit your current website copy and edit to ensure you are addressing customer needs, pain points, and the results and impact of your work—from the customer’s perspective.

4.     Highlight a call to action.

What one thing do you want website visitor to do on any given web page? Provide a call to action that matches the intent of the content. For example, if I’m reading a blog post, a call to action to learn more may be more appropriate than an invitation to purchase.

5.     Add links and offers.

Lead people to next step content on your site by providing links, downloads, etc. Make sure important content is linked in multiple places.

6.     Use Google Analytics. 

Google Analytics will help you understand what search terms are driving traffic to your site, how users flow through the site, and identify the most popular pages. This information will help you prioritize content gaps and needs. If an important page isn’t performing well, consider a design update and streamline the content to make the purpose and next steps clear.

7.     Collaborate with sales. 
With input from sales, develop content that helps progress the pipeline and improves efficiency. For example, post your most popular sales, or post-sale resources online, and reuse blog posts as sales support tools. For example, a case study or downloadable brochure might be an easy emailable next step for a new contact. 

I hope this list has you thinking about content! I’ll help you prioritize and get it done.