How should website content be developed?
Appropriate content can work wonders for marketing, but… first you have to have it. To this end, you can take a number of actions, but which of them will turn out to be the right ones? As an agency, we still talk about carefully considering the strategy and planning the publication of content to get maximum results from industry-specific texts. If you don’t want to make a mistake, read this article and learn how to develop content on your company website. We invite you to read!
Content development – one goal, many ways
Content is all everything that is visible on a company’s website.
Where does its marketing potential come from? It is true that the letter is only a collection of characters, but its nature and place of publication create a real marketing tool that acquires customers, increases positioning and builds the company’s image.
The most popular ways to develop content include:
- Website content (including the home page with offer subpages)
- Blog articles
- Product descriptions
- Category descriptions
We’ll discuss each of them with advice on when it’s best to invest in each type of text.
Texts for websites – the foundation of activities on the Internet
This is the most basic type of content that serves many business purposes. Therefore, it is worth paying special attention to it.
A company website is an extremely informative showcase – it not only presents the offer, but also a description of the company and its team. Additionally, customers can use it to find contact information and order a product or service. Everyone knows this, although we often forget how important a well-kept website is.
Moreover, it generates search engine traffic, bringing in potential customers. A well-presented offer increases conversion, so the combination of UX&SEO is a self-reinforcing sales wheel.
Needless to say, website texts are an essential element of marketing activities and constitute the basis from the very beginning of your business adventure.
Blog articles – regular support
A wide range of topics and the use of long-tail keywords allow you to use blog texts from the very first days of your company’s existence. Regular publications build traffic and increase recognition in the eyes of customers – after all, substantive information from the industry proves the company’s competences.
Blog articles are a perfect solution for every entrepreneur who focuses on content development.
The only limitation is the budget, which limits the number of publications. You need to find a golden mean by creating well-thought-out articles that actually generate traffic and bring profits greater than your expenses.
The articles are not obligatory and the website can function without them, but regular content is recommended at every stage of the company’s operation.
Product descriptions – encourage and sell
Content of this class also does not require immediate appearance on the website, although let’s be honest – today’s online sales require attention to every detail.
Product descriptions build positioning, create user trust and encourage purchases.
This is an important mix in the world of e-commerce, and even if your store has no prospects of achieving top positions in the search engine, descriptive content will still ensure high conversions.
As you can see, this is a real must-have, but if you don’t have enough budget to develop the entire range, start with the most popular/high-margin products whose sales are your priority.
Category Descriptions – heavy positioning artillery
These are the real tanks of online stores – although their impact on purchasing decisions is negligible, the large volume of text affects SEO, generating traffic for important keywords. Unfortunately, due to high competition in e-commerce, intentions must be measured, so category descriptions should be a later phase in the development of the store.
Of course, the right choice depends on many factors, so the question of what to choose first: product descriptions or categories requires an individual analysis. However, in most cases, the pattern is as follows – if the content on the home page is encouraging and the products are attractively described, you can develop the content on the website by filling the store with substantive content in the category sections.
We have presented only general advice above, because it is impossible to specify the right decisions – the optimal strategy depends on your budget, the specific nature of the industry and the activities of your competitors.
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