Website Content Strategy: How to Make Your Website Sit on the Front Page!
Why do we have to build a website?
Imagine Nike, Converse, or Apple couldn’t have their own website. Will you still trust them as a brand? Think not. Even with the most advanced branding there is, those who have strong brand identity will not be capable of reaching a wider market. Thus, their credibility as a brand will slowly disappear.
Let’s imagine again, but right now on B2B Industries. Let’s say that Salesforce doesn’t have any website. Will they acquire bigger or at least the same market as they have right now? Once again, think not. Consumers are smarter, and socially connected than ever before, with a bunch of information available at their own hand. From which, if a certain B2B Company doesn’t have any website, then how to generate organic leads effectively? Then again, research shows that Inbound Marketing, which consists of website as one of the sources of leads, is the third most effective way to convert leads to sales.
Two cases above prove that website is enormously important for organizations to maintain their engagement with their customers, keep their credibility stable or even increase which will lead to a bigger opportunity to scale up organically.
Key results on how to make your website stand-out
To achieve what we desire; which is growth, of course. We have to know what are the critical success factors that can enhance our website. And here, we have three major key points to boost your website;
- Stand with Uniqueness. Currently, the world has a 62.5% internet penetration rate. Which means that more than half of the human population could access the internet and that human population includes companies or organizations. Which also means that we have a tense competition to be stand-out in the middle of haystacks. Hence, to put it right, we have to show our uniqueness by crafting the most unique content that leans to our brand identity. Maybe you will think about controversy, but no. We suggest you to craft contents that cannot be found elsewhere, and gain users’ trust from consistently creating unique contents.
- Build for People. When you have already known your uniqueness and have implemented it to your content, it is time for you to know your audience. If you don’t know your audience, then for whom do you build your website? Knowing your audience is very important. If you cannot recognize your audience, your content will go nowhere, you will create non targeted content that will be very wasteful.
- Search what people crave. Once you have known your audience, you will automatically know which content that they crave right? Exploit that gap. People with high intensity of using the internet will crave more and more information that could give them inspirations or insights. The key words are inspire and insight. Try to inspire and give them insight by (again) creating much creative contents that cannot be found on another platform.
Tips on Website Content Strategy
Now you know, what are the three major factors that could enhance your website. Now, we will get more specific. We will share how to make those three major factors happens in steps:
Understand your audience with Empathy Canvas
Develop a deep understanding and empathy for your customers, an Empathy Map is a tool that helps describe aspects of a user’s experience, needs and pain points. This template allows you to quickly understand your users’ experience and mindset.
Do competitor analysis to know which gap that you will exploit
Deepen your understanding about your industry’s type of users. Use several behavioral observation research or something similar to that. By that time, you can look at your competitor’s content and design.
Ideate and brainstorm the findings from the gap
Ideate design concepts, layouts, etc. as many as you can. But before that, remember that you have to align with your team about the objective, the user behavior and also the competitor.
Sketch your idea, your competitor’s content, compare then decide!
Ideating is nonsense without a prototype. So, you have to build your own proto-design or we could say proto-content by sketching your idea and your competitor’s content. Then compare and prioritize, which idea will work according to your team’s opinion.
Create your proto-content then validate by A/B Testing
After you have sketched the idea, proceed with higher fidelity to validate your hypotheses using A/B Testing method as you will know, which content attracts more people and gives more insights & inspirations.
Voila, you will get important insights about how to make your next content!
Post-testing is insights taking. You have done and measured the impact of your proto-content. So now, you can create the strategy that is valid to your users.
Once again, it is very important for you to know that website is the most ubiquitous platform that is used worldwide. Hence, you will have to optimize it for your organization purposes. But, you already know how to create a content strategy for your website, right? Do not read-only, try it by yourself! Or, if you don’t have enough time to build it, we can help. Just visit plabs.id website and send us a message, let’s talk!
