What does content development on the website look like?
The content can do marketing miracles, but … you have to obtain it at the beginning. There are a number of steps you need to take in order to achieve this, but which of them prove to be the right one? As an agency, we are still talking about careful strategy planning and the publication of content to gain the maximum effect from texts from the specific branch of industry. If you do not want to make a mistake – read the following article and learn how to develop content for your company website.
Content development – one goal, many ways
Content contain of the texts that are visible on the company website.
Where does the marketing potential come from? It is true that the writing is just a collection of characters, but its nature and place of publication makes it quite useful marketing tool that do not only attract customers, but also improve positioning and build the company’s image.
The most popular methods to develop content include:
- Texts for the website (i.e. the main page and offer subpages)
- Blog articles
- Product descriptions
- Category descriptions
We will discuss each of them, guide you and describe when it is best moment to invest in every type of text.
Texts for the website – the basis of Internet activities
This is the most basic type of content that meets multiple business goals. So, it is worth paying special attention to it.
The company website is quite informative showcase – it not only presents the offer, but also describe the company and the employees. In addition, customers can use it to find information about contact and order a product or service. Everyone knows it, although people often forget how important is well-groomed website.
Moreover, it brings potential customers and generates website traffic. A well-presented offer increases conversion rate, so the combination of UX&SEO is a self-driving sales wheel.
What can we write – texts for the website are an indispensable element of marketing activities and form the foundation from the very beginning of adventure with business world.
Blog articles – regular support
A wide range of topics and the usage of long-tail key phrases allows you to make use of blog articles from the very first days of the company’s existence. Regular publications drive traffic to the website and make customers recognize you. After all, substantive information from the branch of industry is a good proof of the company’s competences.
Blog articles are a perfect solution for every entrepreneur who bet on content development.
Budget is the only limitation, as you have to reduce the number of publications. You need to find a balance by creating thoughtful articles that generate tangible website traffic and provide you with more profits than expenses.
Articles are not a must, as the website can function without them. On the other hand, regular content is recommended at every stage of the company’s operating.
Product descriptions – encourage and sell
The content of this class does not require immediate appearance on the website, although, let’s face it – selling through the Internet requires care of every detail.
Product descriptions build positioning, help you gain users trust, as well as encourage shopping.
This is an important mix in the e-commerce world. Even if your online shop does not have any chance for top positions in the search engine, the descriptive content will still ensure you high conversion rate.
As you can see, it is a must, but if you do not have enough budget to develop the entire range of product descriptions, then start with the most popular / high-margin products which sale is a priority for you.
Category descriptions – heavy artillery of positioning
These are real tanks of online shops. Although their influence on purchasing decisions is negligible, long texts influences SEO and generate traffic for important keywords. Unfortunately, due to the high competition in e-commerce industry, you should measure your intentions, so category descriptions should go along with the development of the shop – both appear later.
Of course, the right choice depends on many factors, so the question of what to choose first: product or category descriptions requires an individual analysis. Nevertheless, in the most cases, the scheme is as follows – if the content on the home page encourage to buy and the products are described in an attractive way, then you can develop the content on your website, filling the online shop with substantive content in the category sections.
We have presented only general advices above. Remember – it is impossible to specify what are the right decisions. The optimal strategy is dependent on your budget, the specifics of the industry and the activities of the competition.
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