A website is crucial for all businesses. What you say on your site is equally important to connect and grow your business. Here are some tips that will help you create professional content that will resonate.
If you are thinking about creating a new website or redesigning your website, you want to start with understanding what the vision is for your business. Some questions to ask yourself are:
What is your business differentiator?
What do you stand for?
What is your business motto?
What are your core values?
What anchors you in what you do and is your differentiator?”
Knowing the answers to these questions will help you create content. Understanding your vision allows you to view the business website content through marketing lenses to not only understand what you do and who you serve but equally what you don’t do and who is not your customer.
Who is your ideal customer?
Establishing who your ideal customer is will allow you to craft a specific marketing message and in turn generate leads to grow your business. You want to pinpoint what it is that your ideal customer needs, what their pain point(s) are and what ideal end result they can expect when going with your company.
People often get their marketing message wrong, thinking that they should showcase how awesome their business is and how experienced they are. There is a place for that message, on the about section. The main marketing message is not about your company, it is about the customer and what you can do for them. Some examples are that you can free up time for them, save them money, or maybe just that your company is going to get the job done right so that they don’t have to do it at all. Establishing what your ideal customer’s pain point is and then showcasing how your business solves the problem can better resonate to touch a nerve and be impactful.
If you have ever gone to a networking event you have been asked “what does your business do?”. Meaning, what do you do in a nutshell? The brief answer should include what you do, where you are located or where you service, and what makes you different from the rest. Whether you opt for a one page website or have multiple pages, you need to include your elevator pitch at the very top of the site homepage. The location is crucial not only for your demographic, so they know they’ve landed in the correct place, but also for the search engines to rank your website appropriately.
Everyone speaks and writes differently, but simply explaining what it is you do and chunking it out can maximize the site user experience. Most people will not read lengthy text on your website so showcase the information so that it’s easy to skim and scan. Keep in mind that the goal of your website content is for the ideal client to know they have found a business that understands their needs and that they can trust to fulfill them. This trust will allow you to serve and grow your business.