At SEO Werkz, one of our key services is helping you maintain and upgrade a great website. From web design services to SEO optimization, content and much more, our pros are constantly looking for ways to further optimize your site and make it highly visible in your desired demographics.
Unfortunately, we’ve seen a lot of mistakes made in this field by clients or their previous agencies before they came to us for guidance. When you bring our team on, we’ll help you with a basic content audit that will show you some of the areas you can improve in – in this two-part blog, we’ll go over some of the biggest mistakes these audits often reveal, plus how you can go about making the right decisions in important areas.
One of the key factors in a content audit will be figuring out where in the sales funnel each page is aimed. Many brands and websites have too much content in a given stage while not enough in others. The buyer cycle will vary between customers, of course, but content at each stage is vital no matter what – and the more varied your customer base is, the truer this becomes.
The four important stages to be aware of, plus some basic examples of which content falls under each category:
1. Awareness: Things like blog posts, educational posts, infographics, e-books, how-tos and other various explainers will all help make people more aware of your brand and what you offer.
2. Consideration: Once people are aware of you, you want them to consider what you can do for them. Things like product comparisons, videos, case studies and others with specific information do the trick here.
3. Purchase: You want to drive people toward an actual purchase with things like well-written product pages, demos, coupons, and potentially trial offers.
4. Retention: Once clients have made purchases, you want to retain them. Use blog posts, newsletters, success stories and various forms of social media content.
Calls to action are a huge part of any web page – you want visitors to take certain actions on your page, and this is all about how you get them to do so. Make your desires easy for them to carry out and obvious in your content – links like “Visit Our Store Here” are the simplest examples, but can be vital. Don’t lose potential clients because of uncertainty about where to go next.
Especially if you’re trying to distinguish yourself from similar competition, creating content that matters locally is a huge deal. All your competitors have websites too, and many of their features will look very similar to yours – this is your chance to separate yourself using unique factors. Collect common local questions and relevant themes that your clients might want answers to, and make sure it’s part of your content.
Testimonials from past clients are vital for your website, but there’s a place and time for these. In particular, it’s optimal to pair these with strong copy – testimonials about fast delivery are great for shipping pages, for instance. Using testimonials in the right places will help improve local search relevance, so don’t restrict this to just the testimonials page.
For more on avoiding common content mistakes on your website, or to learn about any of our SEO or web design services, speak to the pros at SEO Werkz today.