On the web, it’s easy to feel lost in a sea of similar messages and competing businesses. When it comes to standing out and rising above the noise, telling your unique story and focusing on what you bring to your ideal customer’s table is one of the most important things you can do. If you manage to navigate the choppy waters of storytelling and providing value successfully, you’ll be rewarded with an impressive ROI.
So, how do you make your website content work in a measurable way? Here are a few keys to take your content game to the next level.
Make sure web content is relevant
We’re not talking about your relevancy in an industry or product space. When it comes to website content, relevancy is all about your audience. Write exactly what they want, what they need answers to, and include proof points explaining why you are the right partner to give them top-notch solutions. Focusing on your audience ensures you’re adding value and proving your expertise at every turn. As you continue to retain relevancy to your ideal customer’s needs and wants, you become the trusted name in their mind. Garnering that trust leads to top of mind status when purchase time rolls around.
Be transparent
On the internet, it’s easy to be shady and underhanded. We’ve all seen the nasty comments on countless YouTube videos, social media posts, and articles. Being shady is easy, but spotting a shady company is a lot easier, too. People no longer want to do business with a company or brand they feel is out for their money and nothing more. Being transparent on your website content boils down to one thing: integrity, and in today’s purchasing landscape, integrity is as good as gold.
Get in-depth and don’t shy away from detail
Providing value goes hand in hand with creating in-depth, detailed content on a regular basis. Whether it’s in the form of e-books, whitepapers, or just a really impressive blog post, this kind of content helps your SEO and builds more trust. In-depth content also gives you a powerful launch pad from which to drive conversions from highly engaged visitors.
Consistent, clear messaging
One of the biggest problems a lot of business owners run into with their website content is dysfunctional or conflicting messages. Sometimes it’s a matter of cherry-picked updates and sometimes it’s a matter of dichotomous approaches to different web pages. Unifying the message and getting laser-focused on each page of your site will dramatically boost your authority. Consistency in your online presence translates in a prospect’s mind to accountability as a company.
Be truly you
There’s no way around this last one – you need to be you. Too often websites try to mimic their competitors and end up sounding like a younger sibling version of something they are not. Inspiration from the greats can serve as a powerful tool to realign your brand focus, but at the end of the day your content needs to feel like you and ring true to your central mission. There should never be a moment when a client goes from engaging with your online presence to interacting with you as a customer and feels a disconnect. Few things are more powerful in today’s technological marketing landscape than true authenticity.
If you can incorporate these five tips into your website content from your home page to your downloadable resource, you’re well on your way to a website that drives ROI in a big way with a rock solid brand presence. And if you’re ready for a new custom website with killer content that speaks to your why as well as your ideal customer’s why, we can help. Contact us online or give us a call at 303-300-2640 today.
