Quality website content is the key to getting your customers to find, follow, and engage with your small business. While you may already have an idea of some of the content you’ll need to include – basic information about your company, your products, and your contact details – there are other types of content that can boost your site rankings and increase conversions.
Read on to learn about the different forms of content you should include on your small business website, both the obvious and not-so-obvious.
About information
Your customers want to know about your company, including your history, values, and team members. Include an “about us” page with a brief introduction to your company’s purpose and history. A clear mission or vision statement is critical to helping your customers understand what your business is all about.
In addition, a page with your team’s information, including photos, titles, and bios, gives your clients a personal connection to your business. The more of a personal connection your customers feel, the more likely they are to purchase from you.
Services and products
Including information about your company’s service or product offerings seems like a no-brainer. But be careful to not only provide the basics like the product name and price. When deciding on a purchase, 87% of consumers stated that the product description was extremely or very important to their decision-making.
When writing your product descriptions, focus on your target audience. Don’t just list the features and specs, but describe the benefits your customers will receive from purchasing your product. Use persuasive, sensory words to appeal to your customers’ imaginations, while avoiding distracting, overly fluffy language. You’ll also want to make sure you’re including high-quality photos of your products to match your captivating descriptions.
Contact information
Listing your company’s contact information, including your address, phone number, and email is vital so that customers can reach you. But you don’t need to stop there.
Providing a simple contact form on your site lets your customers send you questions easily and directly. Additionally, integrating your company’s Google Maps listing or a custom map adds interactive visual appeal to your site and helps customers find you faster.
Blog posts
Consistent blog posts allow you to add new, informative content to your website on a regular basis. Blog posts can engage your customers with helpful, educational material about your industry, which builds your reputation as a knowledgeable brand.
They also give you more opportunities to implement SEO practices to help your website rank higher and drive more traffic to your site. Plus, you can share, adapt, and reuse blog content across social media platforms or other site pages.
Reviews
Reviews allow potential customers to get a better understanding of your products, services, and their benefits, directly from your existing clients.
Like product descriptions, reviews play a major role in helping potential customers decide on a purchase. 71% of customers stated that reviews were the most important factor to them when shopping through a company’s website or app. By adding reviews to your site, you can show off your customer satisfaction and increase sales.
Multimedia
High-quality photos, videos, infographics, and other forms of multimedia draw in your audience. Images can be processed by the human brain 60,000 times faster than text, so visual elements are essential for quickly getting your company’s message across.
Studies have shown that users retain more information through imagery than plain text. Eye-catching infographics, compelling product photography, and educational videos are effective methods of demonstrating the value of your services.
Call to action
Strategically placed calls to action (CTAs) throughout your site increase your conversion rate. CTAs tell your customers what to do (contact us today!) and provide an easy method of doing so, using a clickable button or link to direct them to where you want them to go.
Your CTAs should be clear, concise, and direct, but not too intrusive. Place them throughout your site in spots that make sense and entice the most customers, like the top of your home page or the end of a blog post.
Accurate, regularly updated content is key
Throughout your website, keeping your content updated with any changes or new information is vital to your success. Regular updates demonstrate to Google that your site is current and valuable, and keeps your clients informed. Go through old blog posts and site content regularly to update links and information as needed.
With all of that said, creating content and updating it on a consistent basis can be time-consuming. At Robintek, we offer content strategy and content creation services to help you add pertinent, well-written information to your site and maintain your company’s relevancy. Interested in learning more? Request a consultation today to learn about what our content marketing team can do for you.
Who We Are
Robintek is a Columbus, Ohio web design and web development company. Our dedicated team of content strategy and copywriting experts can work with your business to create engaging, brand-specific webpage content, blog posts, multimedia, graphics, and more to suit your content creation needs. We can also design, build, and launch a myriad of custom digital solutions that add sustainable value to your business, including marketing, logo design, custom Google maps, and eCommerce marketing in Columbus and nationwide.
For over 20 years, Robintek has provided website design services for over 600 clients for businesses in Columbus, Youngstown, Wooster, Akron, Canton, and across the country. Ready to start working with Robintek? Contact us today!
