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Cary Weston Cary Weston
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The Marketing Edge - The better your content, the better your leads

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While you want your website to rank well in Google, you also want to make sure that the traffic coming to your website sees something valuable and meaningful when they get there.

How? Here are some basic tips on how to create pages of content that will help you connect better with your prospective customers.

Tip 1: Focus

Instead of putting all your products or services on one single page, create an individual page for each. On each page, focus specifically on that product or service and create copy that answers questions and helps your potential customer see experience and expertise in your company.

Give specific examples of how your product or service helps solve problems for your customers or of the features and benefits it offers. Show pricing options and provide easy and obvious ways people can contact you about that specific product or service.

Focused content ideas for each page include:

Before and after photos & videos

Installation photos & videos


Testimonials from satisfied customers

Videos demonstrating the product or service

Charts or graphs that help to show cost or reliability benefits

Tip 2: Value

Value the time your potential customer is taking to visit your site and make it easy for them to see you as the best choice to work with. Put yourself in the customer's shoes – what would you want to see for information that would help you feel good about choosing your company over your competition?

Look at each product or service page you’re creating and ask yourself if you’ve provided the information most customers need to make a decision.

Remember that you will be more comfortable and knowledgeable about your products and services than most of your customers. The things you may think “everyone knows” are often times the best content to put on the pages. Don’t take for granted that everyone does in fact know.

Tip 3: Relatability

When creating copy for your pages, be sure to use language that your customers use. Avoid industry acronyms that may not be familiar to the people who buy your products. If you can, use stories or provide real examples of what you’re talking about.

Add video, images, and graphs if it makes sense. If you’re speaking to a particular industry, use terms that help them connect their needs with your experience and expertise. Demonstrate that you understand what problems or goals your customers have and how your business can help. Help them feel confident that you have the answers that matter to them.

For content ideas, reverse engineer questions

Not sure what to use for content? Look at questions you get on a regular basis from both customers and prospects. Think of all you get and write them down. Whether you come up with 20, 40, or 100 questions, write them down – and then prioritize to begin writing your answers. Don’t be overwhelmed by the number of questions you have written down. No matter how many you have listed, the goal is to create valuable and thorough answers one at a time.

With each completed answer, you’ll have another tool in your toolbox that will help you connect with more customers and rise above your competition. With more focus, value, relatability, and content created with your customer in mind you are likely to see more leads coming through your website.

(Cary Weston is a partner at Sutherland Weston.)


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