You know good content can increase web traffic and turn them into customers. Yet, if you’re like a lot of people; your video, White Papers and other assets are scattered around the web and aren’t supporting your website as well as they could. The flip side of that is you haven’t created the right type of content targeted to different stages of your buyer’s journey–yet. It’s on your list.
Let’s look at how you can assess your situation and turn your existing content into web assets and how you can create more.
Ok, the first problem is a good one to have.
Image credit: serezniy / 123RF Stock Photo
You Have Content, It’s Just Hard to Find
- Some businesses have gone to the trouble of putting together tips sheets, videos and various pdf’s answering their visitor’s questions. They’ve done this over the past couple of years but the information is buried on their website and rarely gets downloaded or viewed.
Sometimes, it’s because of the lack of traffic. If you only have 200 people a month coming to your website, you need more in order to get good data. That may mean you need basic SEO implemented.
Other times, you may have traffic and great content. But no one sees your material because it’s buried on your site.
The Fix
You can make it more visible with sign up boxes on appropriate pages and give them intriguing titles. Then, as you grow your traffic, you’ll see an increase in people viewing your video or downloading your PDF.
What do I mean by appropriate pages and intriguing titles?
Let’s say your company installs audio visual equipment in high end conference rooms. We’re talking classrooms with full-size screens and connectivity across multiple offices. Ensuring meeting uptime is critical to your customers and a main focus of your sales demos.
If you have a “10 Questions to Ask Before Your Next AV Installation” pdf, you can include it on a web page about the benefits of your video conferencing systems.
Invite your readers to download it after your web copy discusses the merits of reliable video conferencing.
Make it visible with a clear sign up box like this.
If the sign up box is too technical right now, you can still offer a call to action with a link. Something like “Download your copy of “10 Questions to Ask Before Your Next AV Installation”.
Now you have their name and email address so you can incorporate them into your email marketing campaigns.
If you have multiple forms of content hidden in various places on your site, you’ll want to create a simple list of them along with the URL where they reside. Then, you can start to match them with natural places on your website.
However, you may have a different issue.
Many businesses aren’t faced with doing a better job of making their content visible, they simply don’t have enough to pull visitors in.
When You Don’t Have Enough Content
- You need content to increase web traffic. 5 pages with less than 200 words on most of them, no keyword strategy and no calls to action on the pages will not result in a well visited website that fills your pipeline with qualified leads. Luckily, this isn’t a difficult fix.
The Fix
Develop a keyword strategy and revise your web content according to SEO best practices. If you don’t know what that means, you can invest 100+ hours learning or you can hire a web writer to lay the foundation.
Develop web assets like videos, Top 10 pdf’s and other pieces of content that answer the questions your visitors ask.
Consider adding (or upping) your blogging game. The spiders love fresh content. Your visitors love well-constructed blog posts that answer their questions. New content gives you something to share on social media to “meet” potential new customers and invite them back to your website. If you need help, here’s a post on developing your content strategy.
Content creates the opportunities for links and the opportunity to get found. Without getting found and without links, your prospects won’t find you. If your prospects don’t find you, they’re not likely to buy from you.
What can you do today to improve your website for your visitors and increase web traffic so you can make more sales?
