What Content Should I Put on my Website and Who Should it Attract?

The content that you put on your website should be attractive to your ideal client or customer. This might be because it’s useful and answers questions they have. It might be entertaining or make them feel good. Or it might be the thing that shows them they are in the right place and you’re the right person for them to work with or buy from.

Attract People at Different Stages of Being Ready to Buy

Having this mixture of content on your website will attract people at different stages of their journey of getting ready to work with you. Some might be ready to jump right in, some will take a little while to warm up and some will put you on a wish list to buy from in the future. You want to attract all of these people with your content, you should be adding them to an email list to maintain a relationship with them and keep reminding them of your expertise and what you can offer so that they are prompted to take the step to buy from you when they are ready.

By doing this you should have a nice flow of new clients or customers which is healthy for your business.

Here are some suggestions for content to include on your website.

Some educational content is great in the form of blog posts, videos, podcasts or free downloads. These will all bring people to the website who are interested in what you do or sell and the free resources are also a great tool to build your email list so that you can continue to nurture that feeling of know, like and trust with the person so they feel more confident buying from you.

Content that shows people how amazing you are at what you do is also important to have on your website. It shows people that it’s not just you saying that people should use your business, other people are saying it too. This is a great way to answer people’s objections and make them more confident to buy.

It’s also really important to have clear information on your website about your products and services and this should be reviewed regularly to ensure it’s up to date. It’s easy to forget you’ve written something on your website and for it to still be there when it’s not relevant.

This information about your products and services needs to use terminology that your clients and customers use and to avoid jargon that’s only used inside the industry. Think about what people will be searching for to find what you do. Think about the types of things your clients or customers would want to hear to encourage them to buy when you write this copy.

You Content Should Inspire People to Take Action

The one thing that all of this content should have in common is it should help your website visitor to take action so your website achieves its purpose. If you aren’t clear on what the purpose of your website is then you need to get clear on that before you go any further and you can read more about that here.

Create a Website Content Plan

To make sure you do all of this it’s a good idea to put a website content plan together. In this plan you should think about new, regular content you are going to add to your website and consider your business plan for the year when you plan this. If you are launching something create content around topics that lead nicely into selling that in the weeks coming up to the launch.

In your content plan also set dates to review your current content, to check for broken links on your website and to cast a critical eye over your images to see if they still reflect you or your business well. All of this is important. We help with content planning in The Website Handbook to make sure you don’t just build a website and leave it to be forgotten.

If you’d love to do more with your website content but you aren’t able to do this on your website because you haven’t got access to edit it or you’ve never been sure how and you think you might need to start again, you can book in a call for a demo to see if our templates would be a good fit for you to start again.