Yes, we get it. Content is king. You spend a great deal of effort getting potential customers to visit your website, but what happens if they get there and find nothing worth sticking around for? All small businesses need to have good content on their website, and the goal isn’t simply to give site visitors something to read.
Good content marketing — that is, using your website to educate and engage visitors — drives sales. You give guests not just the basic information they are looking for, but also interesting information that compels them to spend more time on your site, learning about you and your business and aspiring to become a customer. Website content that is helpful, entertaining and constantly changing keeps customers coming back for more and ultimately can build a relationship that manifests in customer loyalty for the long term.
Here are the top types of content your site needs in order to attract – and retain – site visitors and convert them into customers:
- Contact information: OK, yes. This is very basic. Studies show that contact information such as phone number, business hours and address are the top reasons people visit a business website. If you can give them a map of where your office is located, that’s even better.
- About Us page: If you want to share your company’s backstory and start building an ethos that resonates with site visitors, an About Us page is a terrific tool. Be careful what you post on it, though. Too much personal information can be … well, too much.
- General information: You want to educate site guests about your products or services. They will want a price range for potential purchases and a feel for how your products are better than your competitors’.
- Photo galleries: No matter what your business sells or what your organization supports, having pictures is vital to getting site visitors interested in what you do. Product shots are always engaging, but think also about shooting celebrations, events, current customers or locations. If site guests feel as though they can picture your building or staff or services, they are more likely to patronize your business.
- FAQs: There is no better way to offer basic information about your business than with a comprehensive list of FAQs. Online shoppers are looking to educate themselves before they get in touch with you. By offer a low-pressure way for them to become more authoritative about your products or services, you are encouraging them to reach out and plan a meeting or purchase.
- Videos: Show your site visitors about your brand and your personality by offering helpful and entertaining videos. They don’t have to be long, but they can’t be boring. Have fun in your videos, and potential customers will relax and interact.
- Blog: This one is a biggie. Many business owners struggle to keep their blog content fresh, but letting it get stale is a big mistake. Not only will search engines penalize a site with old content, but visitors will have no reason to come back to your website if you never post new blog entries. If you are having trouble coming up with ideas for what to post, consider using an infographic, expert interview, how-to guide, customer testimonial, product review or even emotional rant (don’t go overboard, just show a passion). It takes time to build a blog following, but even anonymous site visitors will spend more time reading if you give them engaging blog content.
- News articles or press releases: Businesses who are featured in newspapers, magazines or especially popular blogs need a place to brag about their successes – in a professional way, of course. This is the spot to do it!
- White papers or PDFs: If you company provides a technical service or product that is tied to extensive research, you can gather supporting documents on your website for people who enjoy that level of detail. Sure, it might not be interesting to every site visitor, but it positions your business as an expert in the field.
- Social media feeds: The website-social media-video content circle is interconnected. Each one of the three should link to the other two and vice versa. Social media posts are meant to drive traffic to the website. The website should have button links to social platforms. Videos should encourage people to engage via the website or social media. We’re talking synergy here, people.