Writing High-Quality Website Content that Matters

Posted on December 17, 2020 | Content Calendars Digital Marketing Drive Search Engine Optimization Tips
Eric Bronson

Content is King

There is no doubt that one of the biggest effects of driving traffic to your website is through content. Google loves new content and more importantly, helps provide your potential customers, with the answers they are looking for. Whether that is through blog posts, podcasts, video content, or social channels, the more content you can produce, the better.

Quality content is ultimately what drives organic keyword results. Don’t be kitschy or vague, give your website users valuable information upfront to build trust and credibility. As the world becomes more obsessed with instant satisfaction, if it is not obvious who you are, what you know and how you can help, you greatly increase your chances of that person leaving your website to never return again. 

But more than often than not, we are asked by our clients, what type of content do I write about? Without a comprehensive SEO audit and content roadmap done by a marketing agency like BUHV Designs, here is a guide that can help steer you in the right direction.

 

What to write about? 6 easy steps anyone can do.

You are probably asking yourself: What should I write about on my website and blog?

Many marketers get hung up worrying about what type of content will be most valuable, but the quantity is just important and quality. Don’t let your anxiety lock you up and with practice, you will start to learn what people engage with. Let’s start here:

 

1. Review your current conversations.

Getting the same questions nearly every time you speak to a potential customer? How many people have the same questions and instead of contacting you, just leave to find the information elsewhere?

Start taking inventory of those questions and answer them as clear and concise as possible. Website chats are a great way to build questions that need answering on your website. Be sure to also include an internal link if this corresponds to a product or service that you offer. 

Quick tip: don’t forget to also check your sales inbox and ask those who are answering your phones. Also, Many CRM systems have built-in chats that you can quickly add to your website. Check out our best CRMs for small businesses.

 

2. Answer those questions using FAQs.

While great opportunities for search engine optimization and knowledge panel results, this is one resource your website should probably have. If those questions are directly correlated to a service/product, don’t bury them on a page but make them easy to find. Most eCommerce platforms provide space to include descriptions and details about this product, this can also be an ideal spot to add this quick Q&A section.

Quick tip: don’t bury FAQs in paragraphs but use bullets to make them stand out.

Content Strategy concept on notebook with many light bulbs

3. Expand on your most common FAQ topics.

Still getting the same sales questions even though they are on your FAQ? 

Are there larger themes that many of your customers are still asking about? Customers are probably looking for more thorough information on this subject. Chances are, this is likely a pretty high public search term as well. Consider expanding these details into a blog post or full content section on a related web page. If the topic is important enough, it may be relevant to find its way into your navigation menu.

Quick tip: Use heat mapping software like Hotjar to see what information people are looking at most. 

 

4. Search for new keywords and long-form ideas using free software.

There are a variety of free softwares that can help you figure out what common questions are being asked in your industry. Ask yourself, is this relevant to my business or are those users asking this question my target persona? Sometimes these questions can be outside your core business model but correlate to your services, get creative.

Some of those online services include: 

5. Build your Content Topic Clusters.

Now compile all those keywords and common long-form key phrases into a document and group them by topic. From there, you will have a complete picture of the keywords and content your audience is learning about. Take inventory of what is currently already on your website and where you have gaps. Ultimately, you are building a Topic Cluster strategy that will provide the roadmap for all new content.

 

6. Get a Content Roadmap from an Agency.

Don’t have enough time to execute this strategy yourself? Get an Agency to do it for you.

A high-quality digital marketing agency will compile all this information with extended keyword research, site audits, competitor analysis, and target persona information in a concise Content Roadmap. There is no doubt that no-one knows your business better than you, but having a partner in this can save you a lot of time. While many agencies will promote content production internally, it is important to ask yourself, how complex is your business and is your audience going to accept subpar information.

BUHV Designs offers a variety of options when it comes to creating content for your website. 

Ready to learn more? Let’s talk.

 

Important: If this information already exists on your website, users may not be able to find what they are looking for. This is what UI/UX (user interface/user experience) and CRO (conversion rate optimization) are designed to solve. If you think this is your website issue, it might be time to get in touch with us.

 

Part 2: Optimizing your Blog Content Strategy

Now you know what you are going to write about, but how do you lay it out? Check out the second half of our 2 part content series: 6 Tips to Optimizing Your Blog Content

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