How To Come Up With Your Website Content

Working out the content for your website can be one of the toughest processes for a business owner. But it doesn't need to be. With some logical thinking and clear planning, you can ensure the information you put on your website is ideal.

The main question to consider before moving with any content creation is "What is the purpose of my website?"

attract-customersThe answer will invariably be:

(a) to get people to buy my products

(b) to get people to use my services

This may seen very general, not to mention painfully obvious, but it actually helps to clarify your goals and make sure you have the appropriate content to help you reach that end-point.

Lets say you answered b. You offer services and want people to contact your business and ideally become a client/customer. This may be through:

  • an online booking
  • an enquiry form
  • calling your phone number or
  • sending an email

Working backwards from this end-point, you then need to ask yourself, how do I convince people to contact me?

This is where ideas for your content really start to take shape.

Show Potential Customers Exactly What You're About

To generate leads from your website, you need to show potential customers exactly what your business does, what services you provide, why you're business is worth using (maybe a point of difference), and how much your services cost. This will give you plenty of content for a services page. If you have multiple services you may consider building a different page for each one.

There is debate over whether you should include prices on your website. This may depend on what industry you're in, and what works best for your specific situation. If you offer better value than similar companies, you might want to advertise this on your site since it's a good selling point. If you offer standard pricing, but you're a good salesman, you may want to leave pricing off so when they call you for more information, you can use your gift of the gab to close the deal.

Get Potential Customers To Trust You

Another crucial factor in helping generate sales is building trust with your potential customers. Showing people that you're a reputable business with good values will go a long way, so let them know a bit about you and what you stand for. An about page is perfect for this, allowing you to share information on the business, and possibly specific staff profiles if appropriate.

If you are actively involved in a charity or another respected organisation, don't be afraid to mention this. All other things being equal, people are more likely to go with a business who is seen to be helping others and "giving a damn".

Another way of building trust is through a testimonials page. But beware, if not done properly they can actually have a negative effect. Testimonials rambling on about how good your company is usually sound forced and egotistical. A better way is to get previous customers to talk about their successes stemming from the use of your services, not simply how amazing your business is. Prospective clients want to hear about results, not just praise.

A blog section allows you to post regular articles or information on topics relating to your business. This helps people see you as an authority in the industry, not only building trust but helping with SEO to increase your Google rankings. This has been done very well by our client Crawshay Consultants. They have written articles on their site with helpful information on outsourcing payroll which lets consumers educate themselves while putting themselves as the first port of call for these services.

Cover All Bases

If you receive regular enquiries for the same questions, you may consider setting up an FAQ page. There may be some common questions in your industry, and putting these up on a page of their own can help save you time, and inform your potential customers better. As mentioned previous, if you fancy yourself as a salesman then an FAQ page mightn't be ideal, since you want to entice as many people to call you as possible.

Showcasing examples of your past work can be done using a photo gallery, which not only gives your site a bit more visual appeal, but lets people see exactly what they can expect from your services.

Make It Easy To Contact You

The most important page on a site is the contact page. The goal of your website is to generate business, so being easily contactable, and through multiple mediums, is a necessity. Every website should have a contact page that lets the visitor easily find your details, which can include a phone number, email address, physical address, Google map, enquiry form, fax number and social networking links.

But don't just limit your contact details to the one page. Having a phone number in your site header will ensure it's prominent and easy to see no matter page on the site the person is. Sitewide links to your facebook page or a quick enquiry form visible all the time will increase the likelihood of generating a lead.

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