You might think you don’t need to bother with content if you don’t sell anything directly on your website, but that couldn’t be further from the truth – all businesses seeking to promote a successful online presence, and convert that ultimately into leads and sales, need website content.
Content is essential in order to give users at all stages of the sales funnel – from those that have just found you to people ready to buy – a good experience on your website. Customers do their research before buying, so if you only have web content positioned at people ready to do business with you, you’re missing out on a huge opportunity.
With that in mind, here are 7 types of content you need to have on your website.
1. Home page
The purpose of a home page? To get people moving on from the home page!
Instead of bombarding users with multiple messages, use the home page as a place to clearly and attractively signpost your content, and advance visitors through the site. Make a good first impression by getting straight to the point and making it obvious what people need to do next. Remember: people scan online, they don’t read.
Be aware: bad signposting means people hit the back button, heading out of your site, and back to the search listings to pick out one of your competitors. This raises your bounce rate, which then lowers your search ranking and your site’s visibility, so is essential to avoid.
2. Product/ service page
An excellent product or service page is your chance to tell people what you do and, potentially, sell what you do. Make sure each product or service has its own page, to allow you to go into enough detail, but don’t forget to structure your page for ease of reading.
3. Case studies
Case studies provide social proof that you can deliver your promises. Without them, your claims might seem too good to be true. Save your case studies from being dull by bringing them to life with a story.
A good FAQ page helps ensure you are addressing any common queries quickly and effectively – without having to get your customer service team involved. The best FAQ pages contain real questions (not made up ones) and up-to-date information.
Blogging shows you’re actively participating in your industry – you know what’s going on and can interpret it intelligently. In addition, once you’ve written more than 52 posts, blogging is proven to boost traffic to your website by up 70%. Blogging is a massive boost to search engine optimisation, with companies that blog getting 97% more inbound links than those who don’t.
A text-only website would be very low-impact, so adding multimedia content such as images and video is vital. As well as livening up the design of your website, multimedia content also increases the effectiveness of your site, increasing page views by over 90%.
Although a blog post will help you get traffic, you also need more in-depth resources to help develop your business as a thought leader and build your email list. Create helpful resources such as how-to guides, white papers and templates, and these will position you as a credible authority while increasing your audience.
One last thing – don’t forget to distribute
The best website content in the world is still useless if no-one sees it. Ensure you are leveraging your social media channels and email marketing to promote your content – and consider paid content promotion, for example on Facebook. Remember, you should be designing this content for people who will want to read it, so tell them about it in ways that catch their attention and meet their needs.