What type of content should you have on your website
Optimize your Online Presence
Our guide to creating an engaging website
Whether you’re a new business just starting out or you are revamping your website, the importance of high-quality content is crucial. With plenty of website templates and content suggestions to choose from, it’s important to find a content marketing strategy that works for your business in a succinct and simple manner.
Firstly, it’s important to have a clear idea of what you want your customers to do when they get to your website. Whether that’s sign up, shop, open an account or fill out a form for your services – this should be at the forefront of every decision you make when creating content for your website. Just as you need to know what you want to achieve, it’s good to know exactly who you will be speaking to so that you can tailor content towards this demographic and write content in an audience-friendly fashion. Read on to discover our top tips and the content must-haves for any website…
Think Mobile First
Over half of worldwide website traffic comes from mobile devices, and that makes the design and layout of your website integral to engaging customers. The term ‘mobile first’ means to optimise your website content to suit a mobile or tablet screen first. A few years ago it was the trend to design mobile first and create a second website design that suited desktops. However, with the rise in mobile users around the world, content can now be optimised to fit larger screens with designers only needing to create one website. With regards to some businesses it is still easier to create a mobile and desktop version of content to enhance user experience across all channels, which is why it’s extremely important to understand who is using your website and on which device.
Mobile designs are usually blockier with shorter text. While the act of scrolling on smartphones and tablets means there’s no limit to the length of your website, the width of a screen makes simple block format much more user-friendly. Because of this lack of space, content is much more concentrated on mobile devices, making it essential for businesses to only include the most important elements. Copy is shorter and calls to action are larger, by contrast, where video content is a huge asset to desktop devices, it’s not as easy to embed into a mobile page so a static image is usually better placed in these instances.
Homepage website content
It’s been proven that the average time people spend on websites is around 45 seconds, making the type of content you have on your website a carefully curated commodity. The homepage is the first thing a user will see when they arrive at your website and its aim is to easily direct people to the right place in order to convert the time spent on a website into a sale. The homepage should be clear and concise with links taking people to pages that either sell, inform or generate a longer time spent on site. For this reason, catchy headers and visuals are a proven way to grab attention and get people clicking onto the next part of your site. There’s no better way to sell something, whether it’s a service or product, than by giving them a visual to show what it is they could have.
Most websites will have navigation at the top of the homepage that remains in the same position on every page throughout the website. The top navigation is a series of links to key pages, clearly sign posted and clickable leading to landing pages or individual shopping or information pages. The content added to the navigation should be easy to understand for new visitors to your website in order to provide a clear understanding of everything on offer. Navigations should also include links to social pages and the blog – both of which are key areas of content in generating longer time spent on websites and increasing customer engagement.
Landing pages are essentially a sub version of your homepage and allow you to categorise the content on your website so people can find what they need quickly without reading or viewing everything else. Landing pages are usually linked to from the top navigation as well as content spots on the homepage which need to be more visual or use shorter, catchier headlines. The aim of landing pages and increased use of crosslinking on your website is to engage all types of visitors on your website, whether they are there to browse or have an intended outcome from their visitor to your website. For example, the top navigation could include a link to an ‘About Us’ page which is useful for people researching your company or new visitors to site. However, a returning customer won’t need to read all of this content and may just click straight away into the ‘Shop Now’ page in order to reach their preferred destination quicker.
Calls to Action and Links
A call to action, commonly referred to as a CTA, is a clear prompt for your website visitor to take action. They are always linkable and designed in a uniform manner across the website in order to encourage visitors to look for these and recognise their purpose. Common design elements of CTA’s are having the text in all capitals, bold or underlined. Essentially, this is the content on your website that you want to grab attention with as they should convert the time a user spends into a sale.
It’s also very important to crosslink the type of content you have on your website to encourage users to spend more time on your site which in turn will generate sales. Crosslinking content across your website is also one of the most cost-effective ways to improve your ranking for SEO. The more inbound links you have to your website, the more times search engines register someone clicking on your website and thus your online presence will be instantly boosted. By adding in links to the content on your website you are also removing ‘dead space’ across your website which acts negatively in customer experience. Dead space is an area of your website which doesn’t have any content or relevance to the customer journey. By making this visual and adding a link you are increasing the chances of keeping people on your website and engaged with your content.
Blogs - increase your search results
Blogs have become an incredibly valued type of content for all brands as it allows you to keep your content relevant and write longer form content which doesn’t take up space on your website. Blog posts are a key content area where you can engage a customer and then link back to the website thus driving more traffic and sales. In turn, they are considered a type of ‘click bait’ which can be used across social and marketing platforms in order to generate external traffic back to your website.
Longer articles can be used to provide an insight into your market knowledge and allow you to become a figure of authority in your particular field. With customers only spending a short amount of time viewing your website, a blog post is a great way to increase time spent on site while also giving you a platform to deliver more information about your brand.
If you provide a service, testimonials are a sure way to build credibility with prospective customers as it allows them to hear from their peers and gives you an opportunity to disclose success stories about your business. Testimonials can be provided as a separate content page with case studies and imagery or added throughout your website to give positive proof of your business’s success. As well as including testimonials from past customers in your website content, having a designated area where people can leave their reviews or testimonials is also an important area of content to consider including in your website.
It can be incredibly daunting when restructuring or designing a website to ensure that you have the right content in the right place. 12Handz advises brands and businesses to ensure they have the right knowledge about their customer including referring to current statistics about your website to encourage you to act or change where necessary. Our team can assist you with providing expertise and a strategy to create a website with high-quality content, an exceptional customer experience and a unique tone of voice to your brand. For more information, visit our website and get in touch to see how we can help you.
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