3.1 KEY CONCEPT: Content Strategy
When creating a website, content strategy is a necessary first step. What will the website say? All websites have a specific audience so finding out about what your audience needs, wants and expects from the business is the key to its success. This means web content, as well as design, must be human-centred.
When we build content with a specific strategy for success it also meets search intent, a key component of search engine optimization. Writing effective content focuses on the readability or usability so that the target audience is more likely to get the message you want them to receive, and your website is more likely to achieve its intended purpose.
Donal Miller and Dr. J.J. Patternson identify some key things to avoid in their book “Marketing Made Simple”:
- “You are using too much insider language
- You are using too many words in the heading
- The call to action buttons use passive language
- The call to action buttons are not repeated down the page
- The images do not relate to the product or back up the words you’re using on the page
- The language is cute or clever but not clear
- The site does not promote a lead generator
- You’re using a slideshow so the text changes too fast a frustrates potential customers
- The site tells your story rather than inviting customers into a story.” (Miller, D. & Peterson, J., 2020)[1]
A website should clearly indicate the “problem” the business is trying to solve. This includes what happens when the problem is solved, by using or purchasing the service/product and most importantly how to go about purchasing it.
Designing a website is like designing anything: it requires a clear purpose. Understanding your target audience, writing content and choosing design features that will best achieve your purpose. In essence, you must understand the flow of content and how you can most effectively convey the desired message to that audience.
Search Intent
Interviewing existing customers helps copywriters and business owners better understand what content is expected on the site. Without a direct link to the company’s main stakeholders, the customer, and copy editors may miss the purpose as seen by the audience. If the business is new and there are no “users” to interview, then considerable market research should be completed. What are businesses in the same field doing well, where is their space for excelling and differentiating?
While there will probably be many different types of customers, the main target audience is what the content should be directed towards. Finding this data and separating it into themes is often cost prohibitive, both in-terms of time and money. There is an alternative though, and that is through the use of search intent analysis through search data. Google is the king of search engines with more than 90% of the market share worldwide.
Google uses search intent categories to design its Search Engine Results Pages (SERPs). When researching which terms and categories you should emphasize on a business website, make sure to note that some searches may fall under multiple categories.
This taxonomy was developed by Andrei Broader, back in 2002 when they were the vice president of research at AltaVista. [2].
The categories are summarized below by Rebekah Baggs & Chris Corak, from the book: SEO for Everyone
“Informational. The user wants to learn about a topic. Informational searches might look like:
- “is life insurance tax deductable”
- “how long do running shoes last”
- “income tax brackets”
- “fender jaguar vs jazzmaster”
Trasnsactional. The user wants to take action – to make a purchase, say, or download a product manual. Transactional search intent is not always tied to buying something. Transactional searches might look like:
- “life insurance quotes”
- “fugazi in on the kill taker on vinyl”
- “RACI chart template”
Navigational. With this kind of search, someone wants to go to a specific website or find a specific page (perhaps one they’ve visited before). There’s typically only one destination the searcher is trying to get to. Navigational searches look like:
- “amazon.com”
- “powell books”
- “healthline keo diet”
Google has more recently added:
“Visit-in-person. These searches have local, real-world intent; someone is seeking an in-person experience or a brick-and-motar interaction. Visit-in-person searches look like:
- “Thai restaurants open now”
- “movie times”
- “barber shops”
- “discount tires near me””[3]
Using a search engine can provide you with lots of great content ideas. Break the results into content topics; and don’t forget to go back to the initial search result in Google to see related search queries.
Website Header Space
When someone lands on your website for the first time they first need to determine if they have found the site they were expecting. Having your business name and logo front and centre on your website is a must. Below that the next item of content should be a very short description of what the business does; what services or products they offer, ideally in 5-words or less. This is the main sub-heading.
The main sub-heading is undoubtedly the most important content piece on your website. It ensures users that they are on the right site and that you have the solution for a deep-seeded problem of not enough money, time, status, etc. Do not be overly specific with the main sub-heading: Ensure the broad scope of services and products are included while also indicating how it will solve a real problem in the customers life.
EXERCISE 3.1 Write Main Headings
Using a business you are familiar with, or one you have worked for before, use Google search to help you identify common content themes for the business and/or type-of-business. Use local search results, if relevant. Write a main heading that uses some of the key themes you identified from non-Ads on the SERPs
For example. with the search “Web Design Victoria, B.C” some of the resulting themes are:
- Shopify, independent, WordPress, flexible, free consultation, hourly rate
A relevant main website heading related to these themes, that is not overly narrow, could be:
Hassle-free web design services for Victoria businesses.
Call to Action
Many business websites fail to clearly define how you can purchase their product or service. The solution: have multiple “call-to-action” buttons throughout the site, specifically on the top-right menu or under the main sub-heading. For example: “Book a free consultation” is a great way to funnel leads to your inbox.
Make your target audience part of your story
When writing content for a website it is important to bring the customer into the story. For example, at SupaDesign we know you are the type of customer who wants to be seen and heard. Your voice matters and will be emphasized throughout the design process. When you position your customers at the heart of the business and show them that you truly understand the problem you are solving for them, you will get much better conversions on your content.
Use Testimonials & Stats to Build Authority
Using testimonials on your site helps builds reputation and authority. Interview your customers, or draft a testimonial of a conversation or sentiment they have expressed from you for their approval. Having at least 3 testimonials on your website helps build authority but also shows the humanistic-side of the business.
Statistics have the effect of giving fast authority. For example, 100+ satisfied customers, $100,000s of dollars saved. Even adding the number of years you have been in business will add authority to the content.