There’s lots and lots of information out there about how to create the sort of content that will attract buyers and it is possible to spend whole days reading about how to create content for your business website.
Emma and I thought we’d save you some time and do all that research for you – aren’t you lucky? And so with no further adieu here’s our summary of how to create content that will attract buyers for your products or services.
Checklist for easy content creation:
1. List out everything that you currently sell or that you want to sell in the future – this can be products and/or services. It can be intangible too, like a gallery exhibition. You’re ‘selling’ the idea of visiting the exhibition to website readers.
2. If you already have data on what queries are actually bringing people to your website then work out which queries are the most relevant and have a high enough search volume to be worthwhile.
Or, if you’re too new to have that sort of data, you can look at searches online using the Google Keywords tool. How many people are searching for a particular keyword or phrase related to your business, product or service?
3. Now, for each product or service add content that uses one of these keywords. Don’t duplicate content across pages. Try and add something to each product that might make a reader say ‘hmm, I hadn’t thought of using the product in that way’ or ‘wow i didn’t know it was possible to use your service like that.’
Every time you add a product or service you’re going to use this strategy to create content around it.
4. Next look at your Frequently Asked Questions page (or somewhere that addresses buyer objections and newbie concerns. If this page doesn’t exist, add it).
- Do the questions address all possible objections?
- Are all a buyer’s questions answered (as much as possible)?
- Have all industry terms and jargon words been explained?
5. Finally, once a fortnight (at least) you’re going to do a blog post that will keep you in the minds of people who want to buy but aren’t ready to commit just yet.
- This is going to contain behind the scenes content; testimonials; case studies; etc etc.
- Use at least one of the selected keyword phrases per blog post and make sure there are links to your products and/or services in those blog posts.
- If you use jargon or industry terms link to the explanations of those in your FAQ page or similar.
And that’s it!
Like most ‘simple’ exercises, these five steps won’t be easy to follow initially but stick at them and you’ll definitely see an increase in your traffic and buyers.
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