Building the Foundations: 5 Types of Content for Your Business Website
In the words of marketing expert Doug Kessler, “Content that understands its audience will be good content. Content that doesn’t can’t be.” This applies as much to your website as to other platforms. It means taking time to craft words with the power to engage and persuade. Thankfully you can count on the Creative Pear, as we highlight the five content essentials for better relationships, leads, and sales.
Attraction Content
Firstly, you should be looking to connect with your ideal prospects. This might begin with the creation of an audience persona (or pen portrait), including well-researched characteristics.
Let’s say that you’re looking to highlight your interior design expertise. Who do you think would be most interested? How old are they and what job do they have? What are their design preferences?
A focus on such questions will be key to the creation of engaging content. It’s bound to drive traffic and boost your website SEO - ensuring that the best prospects discover your business.
Repelling Content
Next, we have content that repels people who aren’t a good fit for your offerings. This might be because they don’t have the money or need. In either case, their engagement will be a waste of time, effort, and resources.
If you’re to avoid such engagement then you’ll need to publish content that clarifies what you do and don’t offer. Returning to the interior design example, you could highlight your approach to consultation and the types of spaces you’re keen to work on. You can narrow down the range of prospects further by publishing your prices.
Affinity Content
Having excluded the bad prospects, you can use your research in the crafting of affinity-building content. Emphasising shared interests and values, such content will ideally boost the know, like, and trust factors. It should give readers a sense of being in the right place - literally on the same page, with a brand that cares.
Imagine that you’re looking to build awareness and engagement for a local clothing brand. You could share a behind-the-scenes perspective, explaining the reasons for your choice of store location and the relationships that you’d like to build with local suppliers. Blogs could also be written about your exclusive use of sustainable materials - building an affinity with eco-conscious customers.
Authority Content
Having invested in the development of your business, you’ll be in an ideal position to craft authority-boosting content. This should establish your expert status, making it clear that you know your onions. It should reflect your credibility and inspire confidence in choosing your offerings.
Taking the clothing brand example, you could highlight the founder’s fashion school experience and inspiration for developing a comfort-focused range. The About page could provide the opportunity to highlight team member expertise and what separates this brand from the rest. Blogs could also be written, sharing your take on the latest trends and giving seasonal recommendations.
Action Content
From newsletter sign-ups to product purchases, you should drive your customers to desirable actions. This will mean making clear and direct requests, leaving readers in no doubt as to the ideal response. Your other forms of content can be followed up with conversion-boosting calls to action.
Home, about, and service pages typically make up the bulk of online persuasion. However, calls to action can feature in blogs and other editorial-style content For instance, you could round up an affinity-building clothing brand blog with an invitation to your local shop.
Follow these principles for maximum CTA impact:
Keep the wording simple
Only make one request at a time
Offer reassuring guarantees
Use strong verbs (buy, book, order etc.)
An Offer of Support
Having read about the five content essentials, you might be wondering:
What’s the right blend of content for your business website?
How should you prioritise your content mix for the greatest impact?
How can the Creative Pear help?
With 15+ years of experience combined, we have the answers to these questions and a few more too. We can help you to develop a strategy and craft the content that your business deserves. Go ahead and email stu@creativepear.co.uk or kate@creativepear.co.uk to find out more.