The Better Your Content The Better Your Leads


While you want your website to rank well in Google, you also want to make sure that the traffic coming to your website sees something valuable and meaningful when they get there.

Some basic tips on how to create pages of content that will help you connect better with your prospective customers.

Tip 1 – Focus
Instead of putting all your products or services on one single page, create an individual page for each. On each page, focus specifically on that product or service and create copy that answers questions and helps your potential customer see experience and expertise in your company.

Give specific examples of how your product or service helps solve problems for your customers or of the features and benefits it offers. Show pricing options and provide easy and obvious ways people can contact you about that specific product or service.

Focused content ideas for each page include:

Tip 2 – Value
Value the time your potential customer is taking to visit your site and make it easy for them to see you as the best choice to work with.  Put yourself in the customers shoes – what would you want to see for information that would help you feel good about choosing your company over your competition.

Look at each product or service page you’re creating and ask yourself if you’ve provided the information most customers need to make a decision.

Remember that you will be more comfortable and knowledgeable about your products and services than most of your customers. The things you may think “everyone knows” are often times the best content to put on the pages. Don’t take for granted that everyone does in fact know.

Tip 3 – Relatability
When creating copy for your pages, be sure to use language that your customers use. Avoid industry acronyms  that may not be familiar to the people who buy your products.

If you can, use stories or provide real examples of what you’re talking about.

Add video, images and graphs if it makes sense. If you’re speaking to a particular industry, use terms that helps them connect their needs with your experience and expertise.

Demonstrate that you understand what problems or goals your customers have and how your business can help.  Help them feel confident that you have the answers that matter to them.

Reverse Engineer Questions
For content ideas – look at questions you get on a regular basis from both customers and prospects.  Think of all you get and write them down. Whether you come up with 20, 40 or 100 questions, write them down – and then prioritize to being writing your answers.

Don’t be overwhelmed with the number of questions you have written down. No matter how many you have listed, the goal is to create valuable and thorough answers one at a time.

With each completed answer, you’ll have another tool in your toolbox that will help you connect with more customers and rise above your competition.

Here are four specific ways this homework exercise can help your business:

  1. Show off your experience and expertise when you’re not in the room -Answering questions and providing thorough details comes natural to most of us when talking with customers face to face or on the phone. But what about when potential customers are not talking to you directly?
    Studies show (and our own habits confirm) that consumers are doing their own homework on the internet before contacting companies and sales people. In fact, some studies have show that as many 70% of customers who reach out to companies have already made up their mind about what or where to purchase.Think about the answers and information you’re providing on your own website. Having thorough and complete answers to questions consumers are asking helps you foster connections make your company they one customers want to call.When developing your answers, write like you’d talk if the customer was on the phone. Be friendly, helpful and thoughtful. The answers will help you make a positive impression to potential customers even when you’re not in the room.
  2. Help you and your staff share the same information –  Expanded answers to frequent questions can be beneficial to your staff as well as your customers.If you have employees who answer the phone, greet customers in the store or reply to email inquiries then you know how hard it can be at times to ensure everyone has the same answers and the same information.Developing ‘official’ answers as a company to the questions your business receives on a regular basis can help provide your employees with the foundation they need to be consistent in their answers. (Tip – these answers also work great for brochures, sell sheets, and social media posts).
  3. Reply faster with less work – If email is a part of your business day, then you most likely have spent time trying to remember what you wrote last time you answered the same question that’s before you now.  When you have a library of thorough answers to turn to, email replies become faster and simpler for you and your employees Rather than spending 1/2 hour trying to find the right answers, you can simply link to the answer on your website. It’s incredibly satisfying to reply promptly and equally impressive to your customer that you’ve taken the time to develop the answer ahead of time.
  4. Provide Google with great content – Remember, if customers are asking you questions as part of the sales process, they are also asking Google. Creating thorough and complete answers to your frequent questions will help get noticed by Google.  By creating detailed content, it increases the opportunity of your website being shown as an resource when the questions are asked in Google.Being shown more by Google means more opportunity to increase traffic to your website and more opportunities to increase sales leads to your business.
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