How to improve website content for business pages
Content has always formed the foundations of marketing campaigns; this won’t change any time soon. It’s a powerful resource that can be blasted across social media platforms, on websites and through email marketing campaigns at the click of a mouse, yet many business owners are are often asking themselves how to improve website content for their business page. One of the main forces of digital content is its power to use words and visuals to persuade a user to go from one place to another online, boosting engagement, generating leads and ultimately converting them into paying customers.
It’s a tough job doing it successfully and on your own, which is why we’ve given you five tips to improve your digital content, drive traffic to your site and close more deals.
Always create and share content with the user’s point of view in mind
No one likes being “sold” to, but to improve website content, you need to know who your audience is and what they want.
Let’s put this into perspective. Say you’re a homeowner and you want to find information online about how to create the perfect garden oasis. You click on an article which guides you through the steps you need to take to do this successfully. But, they’ve somehow missed the most crucial part of the project; that is, laying the gravel foundations. How do you react if the steps they’ve provided haven’t been outlined clearly and have caused you to be confused? You’ll probably abort the webpage in search of another, more detailed article.
Getting in the minds of your customers by looking at it from their perspective makes you more relatable to your buyers. Steer clear of industry jargon; your consumers aren’t concerned about the chemical compounds of your favourite weed killer. They want to know how you can add value to their situation in a simple and easy-to-understand way. Great content creating does just that – solves problems.
Don’t limit yourself to one type of content
There are many types of content in the digital marketing sphere and presenting a balanced variety in your marketing mix will cover all your bases.
What written content can’t achieve, video content can. What social media marketing can’t achieve, written content can. Each type of material has its own purpose. Take email marketing, for example. Emails serve the purpose of providing information to a database directly into their inbox. They’re a great way to nurture existing customers and to keep them informed. Organic content, such as blogs, is a great way to entice new customers. Videos are easy to consume and tend to grab the attention of users very quickly (more so than other formats) so they’re perfect for those 20-second windows of opportunity. An ideal balance of all types of content helps you reach every kind of customer.
Know the value of Search Engine Optimisation (SEO) and implement it properly
It’s widely known in the marketing and advertising sector that SEO-enhanced content will always rank better than un-enhanced content. There are various ways of implementing both on- and off-page SEO content successfully on your site. For instance, just a handful of SEO requirements for Google include:
- Keywords: doing your due diligence and researching the keywords that your customers type when they search for a product similar to yours, means you’ll know precisely what and how they respond to online content.
- Blog titles: always include titles that don’t exceed Google’s summary character limit and have the right keywords to attract the right audience.
- Web copy length: A 2018 survey conducted by Google and explained here, showed that all of the content sitting in the top 100 spots in Google was over 2,000 words in length!
There are so many more ways you can easily optimise your content for search, just ask us.
Test and measure, test and measure, test and measure
I say this phrase three times because I use it as a mantra in my own work. The reason for this being is, what good is cracking content if you can’t measure its performance?
We touched on this earlier but to recap – content is varied. There are so many factors that contribute to its success. If great conversion-content was so easy to master, you’d have every man and his dog quitting their 9-5s and focusing solely on content creation. But it’s not easy, and it takes time getting to know your audience. So, you owe it to your business and the resources you’ve exhausted on creating the content to measure its results.
In email marketing, there’s a tactic marketers often use called A/B testing which involves creating two identical email templates, with one differing factor. It might be the colour of a “Call To Action” button or even the time each of the emails were sent, that marks that differing factor I’m talking about. Marketers use this tactic to identify precisely what the consumers of the brand in question respond to more. Doing this ensures you’re making the most of the four hours it takes for you to put an email campaign together.
If we look at graphics and videos, a similar concept can be applied. Say, for instance, you’ve had a look at your Google Analytics results, and you’ve found that you’re get more engagement with video content than you do infographics. Use this data wisely; if Google is telling you to use more video content, use more video content.
There are many more ways you can improve website content. All you need just give us a call to find out how!