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Inbound Marketing Blog

7 Steps To Help You Write Website Content Your Prospects Will Love

Posted by Stacie Chalmers on 13-Jun-2012 15:27:00

inbound marketing love website

Are you struggling to write content to publish on your website? Or, do you know what information you need to publish but you're just not sure how to write it in a way that will make sense to your prospects?

One of the most common mistakes so many businesses make, is they build their website based on what they do, rather than how they help. Remember this key point when writing any content for marketing purposes...

Your prospects don't care what you do, they care how you help them.

With this in mind, I've compiled 7 questions to help you write website content your prospects will love:

  1. Who is my target audience? Use their job description or title so they know they're in the right place. On our home page you'll see we mention; 'business owners, marketing and sales managers'.
  2. What is their problem or need? Highlight their need, problem or painpoint. On our home page we address a common problem our prospects have which is how to get more traffic to their site, by asking the question, "Would you like to get more traffic to your website?" 
  3. Where are they in the acquisition process? Relevant information on your website is key to lead generation. On our website we have information pages like "Inbound Marketing" - they are designed to help visitors who are in the research phase, these pages provide valuable information that is very specific to the topic for that page, they aren't salesy. However, if you visit our "Solutions" page you'll notice there's a form there to book in an Inbound Marketing Assessment - this page is designed for visitors who are looking for "solutions", chances are they're educated on inbound marketing and they're now ready to talk to someone about their specific need. These visitors are wanting to know what to do next so a call to action (CTA) like fill out a form is important to them.
  4. What are they looking for? Understand what information and/or experience they are looking for when visiting your site. On our site we have a lot of information on topics related to inbound marketing like; search, social media, blogging and lead generation. We also offer self help support in the form of an ebook and on demand series.
  5. How will they find my website? Once you have the content and lead generation tactics in place you can begin to promote your website. There's little value in driving traffic to your website if you don't have the information for which your prospects are looking, or if you don't have a lead generation offer in place. So once you're confident your prospects will love your site start promoting your website with: blogging, press releases, social media, publishing your web address on all marketing materials like business cards, brochures, advertisements and emails, and consider investing in paid search to give your website a boost in traffic in the early days.
  6. What will compel them to visit? Using words they use - known as keywords and keyword phrases in your content. Make sure it's clear to your prospects what the information is about and what the value is to them. A good example is the title of this blog article.
  7. Do they know what to do next? What do you want your prospects to do, download an ebook, sign up to a webinar, call a sales rep or something else? Make sure you have a clear call to action (CTA) that is relevant. You'll notice on our website we have three different CTAs depending on what people want; an ebook, on demand series or to book in an Assessment. 

I hope this helps you  get started with writing website content your prospects will love. Next week we'll dig a little deeper and take it to the next step when we share; The 9 Steps to Help You Write Website Content To Increase Leads.

Make sure you don't miss this next article by subscribing to this blog - email and rss links are at the top. If you have any questions please share them in the comments section below.

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