Gain Customers and Build Loyalty: Create Site Content that Works

Posted on August 20, 2013 by

When building your company website, laying out the foundation is only part of creating a marketing tool that drives maximum results. Once you’ve registered your domain and selected a quality web host, it’s important to create site content that is strategically organized, thoroughly answers visitors’ questions and delivers dynamic calls to action. Keep these steps in mind when creating your site to build loyal customers and drive business from new ones.

1. Organize your site

One of the most important steps to having a great website is making sure it is organized properly. Customers should be able to quickly find information that thoroughly answers their questions. How you ultimately decide to organize your site is up to you, but you look to other websites for inspiration. Analyze one of the sites you like most to determine what makes it easy or natural to navigate. Most sites include a Home page, About Us page, a Frequently Asked Questions page and Products/Services Description pages. Determine which pages you need and find a navigation system that makes them easy to find.

2. Develop quality content

The information on your site not only needs to be organized, it needs to be readable. Check for spelling errors and typos. These quality mistakes can give your brand a negative reputation. If you’re concerned about the content on your site, consider hiring a professional to write your website for you. If that isn’t an option, freelance editors can check over what you’ve written to get rid of any errors. Search engines can evaluate the quality of the content on your site – so you want it to be the best you can possibly produce. Make sure you develop content relevant to your overall industry, not just your products and services.

3. Answer customer questions

Your Frequently Asked Questions page may be the most important on your site. It can help you build loyalty around your brand. Use this page to answer any questions your customers might have. If you always have the information they need, they’ll always come back to you for answers to additional questions.

That being said, keep your FAQ page organized. If it isn’t, customers won’t be able to find the answers to the questions they have. Also be sure to include all of the questions your customers have frequently asked – and none that they haven’t. Some businesses turn their FAQ pages into About Us pages. This frustrates customers and can send them to another site.

Common questions that you’ll need to answer are questions about locations, pricing and timing. Think back to questions your customers have asked for more examples. By answering questions on your site, you’ll save time answering e-mails.

4. End pages with calls to action

Do not have any dead ends within your site. Every page should end with you telling your customers what to do next. Should they visit another part of the website for more information? Should they order your product or come into your store? How about calling you for more information or to ask more questions? If you want customers to purchase from you, tell them at the end of every page what the next step in that process should be. In most cases, your customers will follow your calls-to-action. Failing to tell them what to do next could prompt them to leave your site.

In the world of the web, content is everything. Quality content will get you great rankings on search engines, allowing more customers to find you. By answering all of your customers’ questions, they’ll keep you in mind, ensuring that they always come back to you when they need to. Use organization to make sure they can find the content they need and end pages with calls to action so they know what to do next. The time you invest in creating web content that gets noticed could result in your most effective marketing strategiy..


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