If you’re reading this blog post you’re probably knee deep in planning for a new website for your small business. You’ve heard that “content is king” on the Internet. And you may be wondering – What content? Where do I get it? What will help my business?
Your Website Content Needs to Help Your Customer
Keep your customer or site visitor in mind when you plan your content. Whether your site visitors are looking for the solution to a problem, or just surfing for information, your site needs to be all about them. With the exception of the About page, you should not focus on you or your company.
To focus on your site visitors, you need to know what they want. So how do you find out?
- Visit forums and social media sites where your target customers hang out.
- Ask them – Use a survey to determine their interests or ask them to suggest topics they would like to know more about.
- Visit the sites of competitors.
- Track your links in emails and or website, to see what content gets clicked.
- Don’t just track what people buy. If you have articles and other content on your site, pay attention to what articles they read and the videos watched to get a sense of interests outside your present offerings.
- Of course, you want to give them a taste of your product or service, but whatever you share should be what they NEED or WANT. That’s why a lot of people place articles, videos and other content on their websites.
The type of content you include will depend on your business:
If you are a coach, trainer or consultant, you want them to experience your style and what it would be like to work with you. But you need to do that carefully by sharing a sample of what you would provide them as clients. You want them to get a sense of the value you would bring to their business or their life if your customer is a consumer. You can do that with your website’s content or the freebie you give away to encourage them to join your list.
Writers, photographers and graphic designers typically showcase their work, to let the prospect determine if their work is a good fit.
If you plan to develop an ecommerce site, you’re going to want ad copy that will sell your product or service. You’ll also want the prospect to see, hear and experience your product with a photo or video and maybe even a demo. You’ll want them to hear a sample of your talks or speeches if you are a speaker.
Whatever you do, don’t talk about your company.
This sampling of what you have to offer and how it will benefit the buyer is much more important than all the details about your company. You do want to establish a relationship with your site visitor by giving them a sense of your company’s personality – but trust me, they won’t care until they have decided that they’re interested in what you’re selling.
Website content can take many forms.
Be creative. You should offer a variety of formats to suit different learning styles and preferences. Some people prefer to read information while others are more visual. Some people need to hear your material or touch it before they can really make a decision. The more varied your website content, the better.
Let your imagination go. Consider anything that enhances the quality of your prospect’s site visit. In our next post, we’ll talk about how to create great content and where to look for ideas.