Well written, concise content is critical not only to attract and retain visitors to your website but is used by search engines to rank some sites above others. Learn the top 6 ways to use website content to increase traffic and leads.

Identify Your Target Audience

You should have a clear picture of your target audience and build your content around that. In the medical spa example, you would not be writing about the technical history of the laser or make light of the reasons why someone may visit a medical spa. The target audience is women from 30-70 looking for help with aging or skin afflictions. The tone should be serious and informative so that the viewer feels like your services are trustworthy.

Avoid using jargon or sales terms which can come off as tacky. If your audience is technical, then you should use technical terms. In most cases, however, it is important to speak the same language as your audience in order to make them comfortable. Most importantly, the content is not about you; it should focus on your target audience’s problem and how you can resolve it.

Define your USP

A Unique Selling Proposition (USP) sets a product, service, or brand apart from its competitors in the marketplace. It should clearly communicate why a consumer should choose a particular product or service over others available in the market. It helps establish a brand's identity, build customer loyalty, and drive purchasing decisions.

So what sets you apart from your competitors? Is it customer service, experience, or a customized product?

Create a Content Strategy

What is the main purpose of your business and how can you break that down further? Try to identify just 1-3 main ideas, then branch out from there. This is often the hardest step for small businesses supplying various services or products. But you can’t be all things to all people. Concentrate on what is the most profitable or the customers that can give you the most business.

For example, a medical spa’s main purpose is to provide exceptional patient care using the latest skin care techniques. That can be further broken down into fillers, neurotoxins, and microneedling. They also offer product reviews and suggestions for at-home care. This medical spa’s website should focus on four subsections: fillers, neurotoxins, micro needling, and products. The website’s structure should reflect these four sections, and every blog post should be tagged with at least one of these categories. By defining these categories upfront and building the content strategy around them, this website will be easy to follow, and viewers will know exactly what to expect.

Explain How The Problem Will Be Solved

People are coming to your site to resolve a problem. Be as clear as possible that you understand the problem and exactly how your product or service will provide value. You should differentiate yourself from other businesses and proclaim your unique value proposition throughout the site showing why your business is the best choice.

Every Piece of Content Has A Purpose

Like every business, every website should be different to clearly reflect that business accurately. But all websites have certain components in common:

• A Home Page that clearly shows what your business offers and your USP right up front.

• About or Team Page has a good description of your business’ history and employees lending showcasing your experience to get the job done right

• Products or Services Page is divided into well thought out subsections clearly defining each item.

• Process Page lends credibility by clearly showing the steps to resolve the problems.

• Portfolio Page shows clear examples of several types of products or services so customers can see what to expect

• Testimonials Page showcases relevant reviews from satisfied customers, reflecting your customer service skills

• Contact Page - easy to find and offers the ability to fill out a form, set up an appointment or contact you via email, phone or text

The Importance of Blogs

Blogs are often overlooked goldmines. They are the best way to share your knowledge and expertise while also offering the following benefits:

• Establishes trust with your targeted audience by increasing your credibility

• Drives traffic to your site by using strategically placed keywords that are picked up by search engines

• Offers a great vehicle for social media advertising

• Builds a rapport with potential customers by opening a dialogue in the comments section

• Refreshes your website with new content which alerts search engines to re-crawl your site

Click here to learn more about blogs.

Tracking Results

It is important to set goals like number of views, how many viewer got past the first page, how many viewers stayed on more than 20 seconds, etc. Set up a schedule to view your site’s analytics so you can track what is working and rework those items that are not resonating.

We are Here To Help

Charlotte’s Web Designs, LLC has extensive experience in web design and content writing. Whether your website needs an update to make it more approachable or you need a blog writer, I am here for you. Please reach out to learn more.

5-star Google-rated Charlotte’s Web Design, LLC is a sole proprietor web design and digital marketing firm specializing in custom, professional websites, SEO, branding, logo design, digital marketing, content writing, and graphic design with over 35 years of technology experience currently working with over a hundred small businesses. Please contact me for a free consultation.

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