7 easy tips to make your website content more powerful

Richard Kacerek
Richard Kacerek
15 March 2022

Everyone wants to sell more. We will skip right to the website content part and what you can do to get more leads, more traffic, and better conversion.

1. Produce quality content

But what is quality content anyway? Your website needs accurate, up to date, and value-based content that builds trust. That’s a lot to take in, so let’s break it down.

  • an accurate text reflects on your current business offerings
  • up to date information, not what you did five years ago or certification that's two decades old
  • value-based content means you understand the problems of your customers and how your company helps them
  • great content builds trust gradually and enables you to become a guide in your customer stories

Understanding your customer problems and your business’s solution is essential. Without it, you will struggle to create engaging content.

Once you combine the solution you offer to the customer pain that is unique to you and is easy to understand; you have a winning formula.

Quality website content is a type of content that keeps delivering a steady stream of leads. Otherwise, it’s not a very valuable piece of content and should be rewritten.

2. Pick the right keywords

Yes, keyword research for SEO purposes is a must. You need to know which keywords are worth competing for and which will bring enough traffic to your website. But you also need to go beyond that and use the exact words and language you use while talking to the customers.

We like to listen to specific phrases and words our clients use in their communications. Your website needs to use the same keywords and language you use to talk to your customers. When people read your website, it must match with the way you speak, which builds trust!

3. Use conversational English

Don’t try to sound clever or smart. Use conversational style English just as you talk to your customers. Split the text on your website into three to five sentences in a paragraph, and yes, whitespace is your friend. You are not writing for Google. You are writing for your customers.

And this can be hard sometimes, but try not to sound too technical either. The customer does not know what these technical terms mean, and they would switch off listening to you. By all means, be technical if the customer asks you but don’t assume. You are the expert who knows the most about your subject. The customer comes for help, not knowledge.

All purchases are made based on emotion. Using unified language on the website, on your phone calls and in your shop builds trust between you and the customers. It makes you easily approachable.

4. It’s not about you!

We see this problem everywhere. So many businesses make the classic mistake and write about themselves, and all you can see is “we” and “ours”. That’s a bad idea! I have a surprise for you; your customer does not care about you! No one cares that you have been in business since 1937 or that you “strive to deliver quality to the highest standard”. That’s too vague and can apply to any company.

They care about what your company can do for them. The value your company creates and the difference it makes in their lives. How can you help me is what your customer wants to know when reading your website.

Because you buy a BMW 4x4 for the economic mileage or German build quality, right?

If you have a business like Audiology+, one of our clients, you must focus on what your solution brings to your customers. I suffer from tinnitus, and I pretty much lost all hearing on the right ear, but Piotr from Audiology+ is the expert audiologist you can find in Surrey. That makes his advice invaluable - and that’s the reason customers go to him.

5. Plan your website structure carefully

Maybe an obvious one, but your website has to follow a predetermined logical pattern. It needs to tell a story from beginning to end. The most obvious problem-solving headline is on top. Followed by your company’s value proposition, how you will deliver your promise.

Website is not a book, and people scan websites nowadays for information they are looking for. If you make a headline that caught their attention, people will check the rest of the website to either confirm or decline their trust in your business. Please make it so that your website follows a logical content structure set, focused on affirming what you claim.

6. Ask your customers to buy from you

Sometimes it seems like small businesses are terrified to add the BUY now button to their websites. Each Call To Action (CTA) is a cash register, and it’s your job to make it easy for the customer to buy from you.

Don’t be scared to add CTA buttons to your page, inviting visitors to take action. Whether it is a book a call, book an oven cleaning slot or download that free PDF guide for something.

7. Connect with people

A simple hello goes a long way. A friendly invitation builds trust. Don’t always sell but show the person behind the business or even your whole team.

You can go beyond that and ask your visitors to help you make your site better, more accurate or submit their ideas. You are building something to be used by people, so why not ask them for opinions to improve it?

People do business with people so get out there and tell your story.

Bonus tip 8. Plan your marketing strategy ahead

And I’ll give you one more. Creating SEO content for your website, landing pages, or microsites should be an ongoing process. An effort that requires planning. Seasonal marketing is something you should utilise to your company’s benefit. Go beyond the most expected holidays and analyse how seasons affect your business. As a maintenance company like Fix-it Surrey, do you have more patio decking cleaning business just before the summer starts?

Do people want a best tasting turkey on Christmas? You should ramp up the marketing and pile on bookings just before the holidays if you are an oven cleaning company like Yorkshire Cleaning Devils.

Planning your marketing efforts means better accuracy and more sales. You don’t have to be in a reactive state where you can’t think of anything to write on social media. You can be prepared for Christmas marketing in September. In fact, most of your competition will be!

Would you like us to review your website and give you three content tips you can apply today?