Developing Relevant Content

Determining what qualifies as quality content for your website isn’t always easy. As website owners we want to be certain that the content on our site is direct, concise and relevant to the products or services that we offer.

In most cases, an independent page should be created for each product line or service that you offer. Of course there are always exceptions but for the most part this rule holds true. A product or service page should clearly explain what you are offering, the benefits your product or service offers your visitor, and how to purchase the product or make it clear how to contact you.

A call to action should be included on every page of your site.  A call to action may be a statement like: “Call us to find out more” Or “Contact Us using our convenient email form”.  “Buy Now” buttons are one the most common calls to action and are often used on ecommerce websites. Your customers should be able to contact you easily, whether it is by email, phone or in person via a trip to your location.

Your website should answer the questions your customers ask most often.  Try to look at things through the eyes of your visitor. How does your product or service solve their problem or make their lives easier? Are you competitively priced? Is it easy to get to your store? Do you deliver? What do others have to say about you? Will you back up your product or service? Do you offer installation? How do you stack up to your competition?  Your website is more valuable when it is viewed as a customer resource.

Calendars, forums, surveys etc. can be a great way to get customers to return to your site but only if these items are kept up to date. For example, an empty calendar may give the appearance that a business is not busy. 

Your home page is the one place where you can address multiple products or services. Don’t over do it though, you don’t want to clutter your home page. Choose one or more important products or services to feature on your home page and link to product specific pages that offer more detail.

Think of your home page content as a traffic cop that directs the traffic that arrives at your site. If the traffic cop does not work properly people are sent in the wrong direction and accidents are bound to happen. Your home page should funnel visitors in to the inner pages of your site or directly to a call to action. Product specific pages need to answer visitor questions first then direct them to a call to action that is most convenient for that visitor.

Your website should look nice, load quickly and function properly but without relevant content none of that will matter.