Updated June 28, 2021
The internet has changed the way businesses and consumers make purchasing decisions. Think about your last few buying decisions. Recent studies have found that 94% of business buyers do online research, and consumers consult more than 10 sources before making a purchase.
This research continues when customers have a problem, want tips, or need information and ideas related to your product and services.
When your business provides content on your website that aids this research and offers solutions to the problems your customers and prospects have, you have the opportunity to influence their purchases.
Are You Telling Your Story Online?
You have stories to share that will help your customers and prospects solve their problems and give them a reason to work with you. Tell your customers and prospect online, in a conversational tone, who you are. A company’s story, a personal story, or a product’s story makes us think differently about your product or service and can enhance the value we perceive. Tell this story online where it can reach more people.
What Kind of Customer Experience Are You Providing?
Customer experience is increasingly important. Most customers want some form of self-service experience and would rather not have to email or call for routine matters. Providing relevant and useful information online not only helps in research, but can contribute to giving your customers a great experience.
Keeping your website relevant to your customers and prospects may seem like an overwhelming task. But it doesn’t have to be. There are always things your customers need to know about your products or services. It doesn’t have to be done all at once. In fact, you get better results by consistently adding additional content over time. Here are some ideas to get you started.
Here are some ideas to get you started. And don’t forget after you’ve posted this content, share it on social media and via email!
10 Website Content Ideas You Can Use
1. Share Photos
“A picture is worth a thousand words,” isn’t it? Sharing pictures on your website is a great way to engage your customers and prospects. Industry statistics reveal that visual content is much more effective on the web and social media in getting your message across than text. Instead of describing your product or service, take a series of pictures to convey your areas of expertise.
There are lots of opportunities to share photos:
- Services in action
- Your location, or a behind-the-scenes tour
- Your team
- Events you attend or sponsor
2. Create a “How To”
How To posts and videos are really popular. They also help you increase customers’ trust and comfort level because you are solving their problem or answering their question in a quick and easy manner.
To begin, select a topic that is relevant to a product or service you offer and write a step-by-step How To guide for your customers/prospects to follow, or record a how-to video.
Here are some examples:
- How to get your home ready for sale
- How to create an exercise plan and stick with it
- How to compose the perfect picture
- How to check the tire pressure on your bicycle
- How to brush your dog’s teeth
- How to do an online marketing campaign
3. Write a Case Study
Everyone loves a good story and a case study is a good way to tell one. “Case Study” might sound a little intimidating, but all a Case Study does is tell a product or service success story. It tells how your business solved a problem using one of your products or services. Make it relatable to your ideal customer and use real numbers where possible.
Here are some sample cases:
- An interior designer or general contracting company documenting the process of renovating a house with pictures of the progress.
- A pet store sharing how a dog’s behavior changed over the course of an obedience class they hold.
- A golf coach explaining how their program shaved off strokes from their clients’ games.
- An insurance agent illustrating ways they reduced premiums by consolidating policies and applying eligible discounts.
4. Answer your Customers’ Questions
How many times have you gotten the same questions asked over and over again by multiple customers? The real life questions and concerns of your customers and prospects are a great source of ideas for your website. It’s likely that there are others who share the same questions and concerns and would benefit from finding your information online.
- Have your employees track the questions and requests they get and use this as a source of ideas.
- Hold weekly or monthly team meetings to discuss usability issues, customer questions and concerns. Include pre-sale and post-sale aspects of your product or service.
- Answer a series of questions FAQ style, or dedicate a post to a single question. Don’t create one of those long rambling FAQ pages with seemingly random questions. Make sure someone can quickly and easily find a relevant answer.
- Let your customers know questions are normal. You might think the answer to a question is obvious, but many people have questions but don’t speak up for fear of being stupid. Your online resource will help them feel more confident.
5. Share Your Knowledge
What is something that you know about your business others may not? Do you have trade / industry secrets or tips you’d like to share? What do most of your customers or prospects not know about your business? Have you told them the history behind your business? How did you come up with the logo or company name? Tell them interesting facts they don’t know.
6. Spotlight a Cause You Participate In
Do you give to charity and or support a certain cause? Here are some ideas to share:
- Write about the organization’s work and why you support it
- Publicize an upcoming event
- Hold a promotion related to the cause. “For every purchase of …, we will donate … to …”
7. Introduce Your Team
Personalize your customer’s experience of your company. Introduce your team members and share team photos. Recognizing their achievements also makes employees feel valued. Here are some ideas of what to say:
- How long have they been working for the company?
- What positions have they held?
- What is their area of expertise / what is their job at the company?
- How they help the customer?
- What is something customers can learn from them?
- What do they like to do for fun?
8. Hold a Contest
Sometimes the best ideas come from your customers. Hold a contest and ask for product tips, photos of the product in action, or creative uses for your product. Publicize the contest and highlight the best responses as later posts to your website.
9. Run the Numbers
Numbers tell a very compelling story. What can you share about your organization or industry? At Delos, we help small businesses and non-profit organizations grow by making the web work for them. We often include industry statistics in our blog posts to let business owners see the shift in areas such as email marketing, the use of video, social media and effective websites. Here are a few statistics that we’ve used in recent posts to help our blog post readers see what trends are happening on a larger scale:
- Did you know 17% of small business websites do not comply with Google’s Mobile-Friendly requirements. For small businesses to remain competitive, a mobile-ready website is now a necessity.
- 51% of internet users also use their mobile phones to purchase products online and 66% of consumers use shopping apps on their mobile devices – be it a mobile phone or a tablet.
- 48% of Americans consider themselves “addicted” to their phones and more than 97% U.S. adults own a smartphone.
- Also, automated emails can boost revenue by as much as 320%.
10. Help Your Customers Make a Purchase
Help your customers make purchasing decisions before they decide to buy. There are usually a number of factors to consider before purchasing the product or service that best meets your needs. How can you help customers decide what is best for them?
- Create a checklist of factors to consider
- Do you have Good, Better, Best options for product or service? Explain the differences
- Compare products from different vendors
- Review a product or service
Hopefully, these ideas will inspire you to add more content to your website. Each piece of content you create doesn’t have to be an in-depth article, but you should try to make your posts at least 300 words if you want better search engine visibility. Relevant, interesting, and to-the-point content is valuable. Creating content on a regular basis is a great way to build your story online and give your customers a great experience!