Content is one of the most important parts of your website, but maybe not for the reasons you think.
When it comes to marketing your services and products, content is king. It gives you a platform to establish yourself as an industry leader and an expert in your field. It gives potential customers an insight into your process. And it generates 3X as many leads as paid search or outbound marketing, and converts 6X higher than other methods.
Clearly, content is a big deal.
But it comes time to decide what types of content to include, things get a little murky. How do you show potential customers exactly what you do, how you do it, and why they need it? How do you convince them you’re right for the job?
We’ve broken down the 6 types of marketing content your website needs below. Which ones will you implement?
That’s because blogs are one of the best ways to provide value and education to your audience, including both current and prospective customers. Through a blog, you can offer solutions to problems your audience faces and position yourself as the best person to solve those problems for them.
That’s the kind of content that resonates with your audience. As a result, B2B marketers who use blogs generate 67% more leads per month than those who do not, while B2C companies that blog generate 88% more leads per month than their non-blogging competitors.
But it’s not just your pipeline who likes your blogs. Featuring a blog on your website gives you a 434% better chance of ranking highly on search engines — a must for businesses that don’t have a strong flow of referral business.
Speaking of search engines, one of the most important types of content to include on your website for SEO purposes is meta descriptions.
Sure, it may seem like a minor detail, but if you ask Google, your meta descriptions can make or break whether your website ranks for the search terms you want it to.
Meta descriptions and other metadata are really just data about data, but they help Google and other search engines to see what media content is included on your web page. Since Google’s crawlers can’t read image and video content, it’s important to include meta descriptions, titles, and alt tags that clearly describe each piece of media.
If you don’t, your website may be exactly what a potential customer is looking for … but Google will have no way to know that it’s relevant to their search.
If you don’t already have an FAQ page on your website, it may be time to add one. Aside from your blog, an FAQ page may just be the most informative page on your entire site. That can be instrumental in convincing your visitors you’re the right company for the job.
But you can’t just slap some general questions about your company on a page and call it a day.
FAQ pages are most effective when they include specific, strategic questions with clear, concise, and informative answers. These questions should primarily focus on how your business, products, or services work, how your customer will benefit, and what they should expect if they decide to purchase from you.
If your business is an events band, for instance, your FAQ page might include details about vocalists, staging and power requirements, setup times, cancellation policies, and more. Or if you’re a dentist, your FAQ page might include information about sedation, dental emergencies, and accepted insurance plans.
Think about which questions you find yourself answering from customers and leads over and over again, as well as important information that doesn’t make sense anywhere else on your website, like your about or service pages. These are the details that belong on your FAQ page.
And if you really want to go all out, consider writing a blog post about each topic and linking to it on your FAQ page. Your visitors will benefit from the detailed, in-depth information, and your search engine rankings will benefit from the increase in inbound links.
Want to learn more about what makes a standout FAQ page? Check out our previous blog, “The Power of the FAQ Page: Should Your Website Have One?”
Case studies are a marketing tool that many companies overlook, but these data-heavy reports can be a crucial part of your content strategy.
Case studies give visitors an insight into your process and show them what sort of customer experience to expect if they decide to work with you. The best ones start by describing a problem or situation, then detailing how your team solved or improved it.
They also show your visitors exactly what kind of results your work produces. The most effective case studies include plenty of data and statistics showing how your customer’s or client’s situation improved as a result of working with your company. That data backs up the claims you make in your other marketing materials like blogs and service pages, giving future customers solid proof that your company is good at what it does.
Lastly, case studies are incredibly specific, so you know that anyone reading them is interested in that exact same type of service. For instance, if your solar panel company publishes a case study on how your products saved a customer money, it’s a pretty safe bet that anyone who reads it is interested in purchasing solar panels so they can save money, too. This makes case studies an ideal place to capture future customers’ information with an email signup form.
Want to write a case study for your business but not sure where to start? Take a peek at our case studies for some inspiration.
Testimonials are a key way to include social proof in your marketing and build credibility with your audience. Think of them as complementary to your case studies — they can be less specific, but the customer’s point of view can be convincing evidence that your services are as good as you say they are.
In fact, testimonials may be even more effective than case studies at doing this. 74% of consumers say word of mouth is a key influencer in their purchasing decision, and studies show that reviews and testimonials are between 2X and 10X more effective than paid media at persuading buyers.
Testimonials are highly versatile, which makes them a marketing gem. Include them in your case studies, on your service pages, on your homepage, on social media, and more.
The ultimate goal of marketing your business is to get more people to buy things from you. But most people won’t just do that by themselves. They need a nudge if you want them to actually follow through.
That’s where calls to action (CTAs) come in. A CTA is a clearly worded sentence or two that urges your visitors to complete a specific action, like joining your email list, downloading a freebie, or contacting you.
Ideally, every page should have a CTA, but this is especially true for pages like your case studies and blogs — i.e., pages that clearly show how good you are at what you do. Those pages should leave your visitors convinced that you’re the right company for the job and ready to sign up with you, and prominently displaying a call to action makes it easy for them to do just that.
Play around with your CTAs to find what works best for your website and your audience. You may want to include your call to action higher on the page rather than lower, or you may want to experiment with a pop-up CTA on certain pages. You can also test different looks for your CTA — including a call to action button instead of a text link can increase conversion rates by as much as 28%.
These are just the basics, but if you want much more in-depth information, check out our previous blog, “Everything You Need to Know About Compelling calls to Action.”
Ready to take your website content seriously? You’ve come to the right place. Our team here at Trajectory Web Design will work with you every step of the way to write copy that clearly shows your brand’s personality and convinces readers that you’re the company for them. Contact us to get started.
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