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Content defines you.
It tells your visitors who you are, and whether you’re the right business for them.
It’s what sells your product.
Many think of content simply in SEO terms. As something to feed keywords to the Google machine, make the site rank higher, and get more traffic. And yeah, people finding your site is important.
But good content needs to do more than drive traffic. Your content needs to be engaging and easily understandable: it must be made for humans.
Streamlining your message
Your landing page is like a book cover. It must show at a glance what your business offers.
Imagine how you yourself would search for a service or a product. You might open the first few pages in the search result and quickly look through the front page. If you conclude within those few seconds that this service isn’t what you’re looking for, or that you’re not entirely sure, or that it needs too much of an investment from your side to figure it out, then you will most likely close the tab and move on to the next one.
A book cover is easier than a landing page. When someone sees a book he likes in a store, he knows he can pick it up, bring it to the counter and pay for it.
Landing pages are more complicated. It won’t be clear how people can get your product - even if they do like it - unless you show them.
Must-haves on your landing page:
1. Something visually pleasing showing what your product or service is, such as a product section, a banner or a video, depending on your business.
2. A call-to-action guiding your visitor to your product or service
Have your products or product categories on your landing page if you’re an online shop. If you provide a service, include a call-to-action early on so people won’t have to click around to find out how to reach you.
Make it clear what your business is about. Use your words, feature relevant images or an animated video. Show off your portfolio if you’re a freelancer, or links to your books if you’re an author. If you’re a public speaker, why not impress your future audience with a bio followed by a call-to-action telling them how to contact you?
You know your business best. If you had one minute to do a pitch to a customer, what would it be? Now put it on the landing page.
Save in-depth information for pages
If you want to talk more in depth about your business, mission statement, ethics, suppliers etc. it’s a good idea to put it on a separate page.
Maybe you have a long history in your industry – great. Mention it briefly on your landing page but put the rest on its own page. Give the menu point an informative title so people can easily click through if they’re interested.
We love creating quality content - so if you feel you need some help get in touch and we can talk about what your business needs
How to write blog posts for humans and bots
What can you give your visitors, and how can this tie back to your business?
Good blog posts give real value, but are also relevant to your business. They are a way to establish trust and show you’re knowledgeable in your field. They help people understand what you’re about and hopefully learn something new or enjoy themselves.
If you sell clothes or jewellery, why not help your buyers dress better by creating style guides with your products.
Bike rentals can write about all the cool places you can go on bike, and service based industries can write about their latest job, and how that helped their client.
Then you can incorporate keywords and key phrases your target audience might be searching for.
For more tips on blogging, check out the Mayfly Guide to Posting Blogs on WordPress
Good content is good service
Your content is all about being clear about who you are. It’s a service, not a selling point. You are helping people by telling them what you can help them with, so they don’t have to waste their time.
If they have to first decipher exactly what kind of a website you are, they are more likely to bounce.
If they weren’t after your particular business, there was nothing you could do about it anyway, and you will have saved everyone some time by being precise in your communication.