It’s well-understood that beautiful website design is a must-have for businesses operating in the digital space – which is virtually every business today. With a single visit to your website, you want customers to be able to make purchases or book appointments with ease, as well as clearly view your branding. This can be accomplished by taking advantage of website content to further enhance the digital relevance of a business.
Not all content has that power, however. There’s more to it than slapping together a 500-word article and posting it on your site. Content that can achieve your customer acquisition and retention goals does so through a combination of SEO practices, branding, and concerted effort to help those customers. Here are four ways to maximize your website content so it can reach its audience-engaging potential.
1. Know Your Mission
What are the words you want people to associate with your brand? Content can help you mold the way your brand it viewed by the public. For example, if you run a gym that provides physical therapy services, you may want to write articles or blog posts about the benefits of exercising to stay in shape.
It’s important to write content that will resonate with your audience – as writing quality content is a key part of your SEO strategy. You should also be sure to tailor each piece of content to the audience it’s targeting (whether that’s people on Facebook, looking for fitness-related tips, and so on).
2. Keep It Organized
After a few months of creating a posting, you will have a lot of content for customers to sift through. An article you shared six months ago might be of great value to a customer today, but only if they can find it. To help customers find your content quickly, you can use tags to categorize your pieces.
Likewise, consider using bulleted lists for shared pieces to be more easily found. Not only will your customers be able to navigate your site more easily, but you’ll also help to keep your posting from being too heavy. This will prevent readers from skimming through it and moving on without taking the time to read it in full.
Start by looking at the UX of your website. A search bar makes it easy for the browser to find content that’s interesting or relevant to them. Tagging each blog post with keyboards will make searches more accurate and easier to select at a glance.
3. Make it Valuable
When it comes to website content, more isn’t always better. It can be tempting to try to fill your content calendar with loads of daily content, but this is definitely a case where quality beats quantity. You want your customers to find the content you’re posting each week worth their while.
You can accomplish this by keeping the content you write to a minimum. At most, try posting just two or three times per week. But the quality of each post should be immaculate. Spend some time and make your website content worth sharing with others.
Now, you don’t need to refer all your customers to your competitors in order to implement this strategy. Just lean into that helping mindset their needs should be your No. 1 priority.
4. Spot the Trends
Search intent is a vital component of content marking. You want your content to be found, and that means targeting the searches you believe your target audience is making at any given moment. The tough part about this is that search intent often changes, so you have to get good at monitoring and capitalizing on trends.
To do this, you’ll want to consider the keywords that your competitors in your niche are using. By looking at their most popular posts in a certain category, you’ll be able to see which of their keywords they’re using more often than others. This lets you identify searches that you should be tapping into.
You can also look at other industries and see what they’re doing. If a lot of their content reveals search intent that could also apply to your business, you may want to write new content that focuses on that. It’ll help you fill any holes in your SEO strategy.
Maximizing website content is really about understanding your brand and finding ways to reach potential customers. It’s about putting yourself in their shoes and making an impact on them. It’s about looking at the trends and capitalizing on them so new customers find the value in your products or services that they’ve been looking for.
Interested further in website content? A Guide to Creating SEO Content for your Website discusses content for a website to help strengthen the SEO (search engine optimization) of the site.
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