You’d be hard-pressed to find a business these days that doesn’t have a website. That said, not all sites are created equal. What makes a great site? Sleek, modern graphics, rich video content and high-definition images may come to mind, as well as intuitive navigation and an accessible design. While these are all important, the content that populates your website is equally as crucial in ensuring its success.
You may be looking at your existing website content and wondering, “Does this measure up to my competitors’ sites?” If you’re not sure you like the answer to that question, read on for content suggestions that will elevate your virtual home above the rest.
Website Copy 101: The Basics
Landing pages are a great place to begin upgrading your website. Think about how your business itself is organized – a variety of services, assortments of products, a host of industries served? Creating landing page content for each of these helps visitors understand what you have to offer and how it can serve their needs. Great landing pages utilize clear, direct writing and answer questions your potential clients might not even realize they had.
Location pages are essential for most websites that wish to attract local customers. If your company deals primarily in international transactions, it may not be especially important for individuals in your city to find your business. However, any company that serves a special location can benefit from pages that draw in visitors looking for “wholesale baked goods in Detroit, MI” or “bankruptcy representation in the Greater Los Angeles Area”.
Don’t forget the kinds of pages that make it easy for visitors to connect with you. This includes contact pages with phone, address and e-mail information, but also extends to information about your company culture, staff and history. These connections may be more nebulous, but they’re also important to building an online presence.
Website Copy 201: Intermediate Moves
Once you’ve rounded out the basics of your site, it’s time to begin thinking bigger. If you don't have a business blog, start considering what you could accomplish by sharing your industry insights and thoughts on hot topics and enduring issues. You have a great deal of expertise in your field, and visitors will be eager to take advantage of this. Plus, a business blog boosts your SEO value with consistent, fresh content and helps start a dialogue between you and your customers that further expands growing relationships.
You should also think beyond the written word and consider adding more interactive forms of content to your site. Infographics attract attention, offer relevant information and encourage visitors to share your ideas with their peers. Not sure you’re ready to tackle a huge design project? A variety of online generators can get you started in no time. Video can help get eyes on your website and keep viewers engaged. Remember that shorter is often better and that production quality matters – you’ll need clear images, good-quality sound and a compelling story.
Website Copy 301: Beyond Your Borders
Technically, the kinds of content you’ll want to branch out to next aren’t housed on your website. Instead, they inhabit other platforms that extend your reach in the world, introducing you to a host of potential customers who might not visit your site otherwise. You’ll want to think over the kind of business you operate and determine which platforms are right for you.
No matter what type of company you’re hoping to promote, LinkedIn is a great choice with the option to share brief updates, images, videos and even long-form posts that mimic the style of a blog post. Facebook is a natural choice for business-to-consumer (B2C) companies, as it puts a personal touch on your business and lets you share content directly with followers. If you’re into photography or have a team member who loves shooting photos, Instagram is a good way to capture your firm’s personality and showcase the people who make it all possible. There’s also Twitter, an appealing option for frequent content in fast bytes that get attention.
Strictly speaking, this content isn’t part of your website. But, most social platforms offer the option to embed content or link via an icon, giving visitors access to external platforms from your site. By utilizing the social platforms that make sense for your business, you can establish a two-way flow of traffic, inviting website visitors to check out additional material and engaging those who spot you while scrolling through a feed to learn more at your site.
If this seems like a lot to accomplish all at once, don’t be discouraged. Taking steps to improve your website content, as well as to offer content on social media platforms, doesn’t have to be an all-or-nothing proposition. Instead, it’s a great idea to shore up your site, and then add value through blog posts and visual media before diving into all social media has to offer. And remember, you don’t have to handle everything on your own. Choosing a reputable copywriting agency partner takes the load off your shoulders, so you can focus on day-to-day business while seasoned professionals provide great content for your website.
What aspects of your website content are the best they can be, and where do you see room for improvement? Let us know in a comment below, and make sure to follow us on LinkedIn and Instagram for more on Virtucom Group.
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About Virtucom Group
Consistent business blogging yields results – more clicks, more subscribers and – ultimately – more conversions. Whether you’re writing an automotive blog, an accounting blog, a healthcare blog or a home renovation blog, blogging for business and content development are useful for any industry. Follow the content writers at the Virtucom Group blog as they share digital marketing tips and discuss website content writing services that can optimize your business blog.