When you launch a new website, investing in the right content is critical.
In addition to “beautifying” your site with great copy that supports your company’s goals and talks to your audience, good content helps you gain online exposure in the SERP results, rankings, leads, traffic – and boosts your chances of converting new clients.
But which types of content should you invest in, if you’re just starting out?
It can be tough, with questions like do I start a blog, do I create 11 or 50 pages of web copy, launch social media content (and if so, how?), just to name a few. We’re here to help with a guide on ten critical content types for every new site. Keep reading!
Content By The Numbers: 5 Reasons to Invest in Content
First, let’s explore why you should be considering a long-term investment in content marketing if you’re just launching a site.
Consider a few content marketing statistics:
1. More Than 200 Million People Are Currently Using Ad Blockers.
While this might not seem like it matters much for your site, it means that great content is one of the only ways to access the inboxes and computers of the customers you want to reach.
2. Content Helps To Produce Brand Recall.
In 2015, IBM did a Digital Experience Survey that proved that 56% of content marketers believed that personalized content helped promote a higher engagement rate with customers. The easier your brand is for customers to remember, the easier it will be for you to drive engagement through content.
3. People Spend An Average Of 37 Seconds On Content.
If you want people to spend more time on your website, one of the best ways to do it is to invest in content that makes them feel something. According to Content Marketing Institute, high-quality, relevant content encourages readers to stay on your website longer.
4. Content Marketing Is 62% Less Expensive Than Outbound.
Although many people assume that content is expensive, it’s quite a bit cheaper than traditional advertising and outbound methods. What’s more, it’s also three times as effective.
5. Content Drives Higher Conversion Rates.
When people adopt content for their marketing strategies, they enjoy conversion rates roughly six times as high as those of their competitors.
With these numbers in mind, it’s clear that not only can you not afford to invest in content for your website, but that deciding which content works best with your brand is crucial to overhauling your online marketing strategy.
10 Content Types Every Website Needs
If you’re building a new site, don’t launch it without first ensuring that you have each of these ten types of content:
1. Web Pages
What would a website be without web pages? While many of today’s websites are long-page, one-page sites, it’s still crucial you have some pages for your site. For most companies, an “About Us,” “Contact,” and “Services” page will do, although you may choose to add or subtract pages as you see fit.
Remember that the length of your web pages is an important consideration.
Too long and you risk losing your reader’s attention, especially if you don’t format your pages correctly. Too short, and you risk not providing enough information or detail to be helpful for your readers.
As a general rule, web pages should have at least 300 words of copy on them. While this will be too short to cover most topics, it’s a good benchmark to keep in mind as you start creating the web pages for your new site.
2. Ongoing Blogging
Listen carefully: you need a blog.
Without a blog, your website will not only not perform as well as you’d like it to, but you’ll miss a valuable opportunity to provide your readers with relevance – one of the most coveted and important factors in online marketing.
Although many companies underestimate the importance of a blog, Impact Branding And Design reports that:
- Websites with blogs tend to have 434% more indexed pages than their competitors.
- What’s more, 47% of customers interact with 3 – 5 pieces of content before they ever talk to a sales rep.
And my favorite blogging stat (Hubspot):
- Businesses that publish over 16 blogs/month (4+/weekly) get 3.5x MORE traffic than businesses that publish 0-4 posts.
3.5x more traffic than your competitors, just from consistent, volume blogging.
So why are you not already?
Having a library of quality, relevant content can make all the difference between converting a customer and losing them to the sea of other companies vying for their attention. If that weren’t enough to change your mind, B2B marketers that blog regularly earn an average of 67% more leads than marketers who don’t.
Fortunately, it’s easier than ever to integrate a blog with your website. Today, content platforms like WordPress offer built-in blog functionalities that are easy to manage and use, even for beginners. To manage your blog effectively, use its scheduling feature to post consistently and give your readers something to look forward to regularly.
One of our favorite content services is ongoing, consistent blogging maintenance. We write, schedule, create imagery, and publish in our blogging packages.
3. Meta Content
Meta content is an often-overlooked form of online content.
While it doesn’t get as much attention as sexier forms of content like blogs or social media, it serves a crucial role in the online world.
When you Google something, meta content is the snippet of material that appears on the search engine results page or SERPs. Here’s what it looks like:
Meta content works to give you an idea of what information an article contains, and helps you understand what you will learn from a given piece of content.
As such, it’s crucial to get it right. If you don’t know how to write meta content on your own, it’s smart to hire someone who does. When done correctly, meta content will boost your SEO and help improve your click-through rate, both of which can have dramatic and long-lasting impact on the salience on your website
4. Product Descriptions
If you have an e-commerce site where you sell things online, great product descriptions are critical.
Think about it: if a person can’t pick up and touch your product, a product description is the only thing to help them understand the item’s specifications and its value.
To help your product descriptions perform as well as possible, keep them succinct, exciting, detailed, and tailored to your target audience. And to help them rank, use key terms in your product descriptions that are SEO worthy.
Check out this amazing product description from Dollar Shave Club:
5. “Contact Us” Content
When it comes to the “contact us” page, lots of marketers get stuck. Although virtually everybody knows to include a contact form or your contact information here, it can be tough to figure out if you need to add any content, and if so, what type.
Contact pages are no different than any other page on your website, though, and they deserve content crafted with love.
With this in mind, consider hiring a writer to help you craft great “contact us” copy. Think of this page as the ultimate call to action: the more compelling your contact us page is, the more likely people will be to reach out.
6. “About Us” Content
One of the most clicked pages of any website is the “about us” page.
When people navigate to your site, they’re naturally curious about who your brand is, and what you do, and they head to your “about us” page to find out.
It’s essential to make this section of your site as informative and authentic as possible. Stop for just a minute, though; you don’t want to make this sound like every other “about us” page out there. While website content serves the purpose of giving your site some structure, it also helps you brand your company.
As such, it’s important to find ways to imbue your personality into this key page, and ensure that you speak to your reader (and potential client) about your priorities, goals, and objectives as a company. This is a great spot to include some information about your founders, partners, staff, and how you got started as a company.
Take a look at how we do this on our “Who Are We?” page at Express Writers:
We recently did a case study on how much our site conversions improved after we changed our site copy around and included a Values page! Check it out here.
7. Social Media Profiles
Think social media profiles don’t have anything to do with your website? Think again.
When people come to your site, they want to find other ways to interact with you. One of the best ways to learn more about your company is through your social media profiles. This means that when you launch a website, you should have clickable links to your various social profiles in a place where would-be customers can see them.
Before you launch your website, take the time to set up at least a Facebook and Instagram page. Most marketers use more than two social platforms, but the ones you choose to pursue will depend on your brand and personal goals. Keep in mind that you don’t want to over-commit to social media, so you should only establish the profiles that you can maintain. A stagnant profile is much more damaging than a non-existent profile. Once you’ve created your profiles, link them to your blog, so that your followers can get instant updates about all your new posts.
We’ve had new clients find us from our Twitter feed, @ExpWriters, which is managed by a dedicated social media manager. Because of the high quality that she dedicates to writing and sharing content there, the referring traffic have included high-level inbound leads that went straight to purchasing after talking to one of our team members.
Here’s a look at our Twitter feed. You can see that we even join in quite a few Twitter chats, besides maintaining our own:
8. Service Descriptions
No matter what you do, you want to include some information about the services your company offers on your website. Make sure each service description is comprehensive and detailed. Bonus points if you can provide an example of services you’ve provided or jobs you’ve completed in the past.
Although there is some debate about whether you should publish your prices, many experts advocate doing so. This is because publishing your prices makes it easier for customers to get all the information they need the first time they visit your site, which helps make your site more valuable to them.
Besides being upfront with pricing on everything in the Content Shop, we have an overview pricing page. In an industry where very few competitors are transparent, we get consistently good feedback from new leads that can find our rates in a few minutes after landing on our site for the first time.
9. Home Page Content
If you’ve ever sold a house, you know that one of the first things every realtor will advise you to do is improve your home’s curb appeal. The curb appeal is the way that the house looks from the curb, and it’s one of the most important things in the world of real estate.
Think about the homepage copy of your website like the curb appeal of your house: it’s the first thing people see when they pull up. As such, optimizing your home page content is essential. This isn’t a place to skimp.
For an example of excellent homepage content, check out KISSmetrics:
This copy is informative, attractive, easy to read quickly, and it features social proof.
When you write your home page content, strive to strike a balance between being approachable and professional. The text should give readers an immediate idea of who you and your company are, and what they can expect from the rest of your online material.
10. Good Data
One of the most powerful things you can use to convince people about something is data. With this in mind, you might consider including some data about why your service or product is valuable on your website.
For example, if you sell a back brace that helps people heal from back injuries, you might include some statistics about how common back pain is and how support is effective at treating it. These data points should feature prominently on the home page of your site, where they’ll be most visible to your customers
Your New Site Doesn’t Work Without Exceptional Content
Your focus shouldn’t be unequally divided on development. Don’t be that business owner that drops all focus on their copy because “we didn’t think it was necessary.” You can lose every quality lead that’s on your site, due to poor copy.
Think of launching a website is 50% tech (development), and 50% content.
It’s easy for new website owners to get so wrapped up in launching their site that they get sloppy with their copy, but this is a death sentence.
The more professional and cleaned up your site looks when it launches, the easier it will be to get off to the races with your new business or website.
While these forms of content will help make your site feel complete and unique, you’re not done here. Be sure you have an editor and a writer involved, so you’re not missing any critical typos that will make your brand look bad.
Is it time to invest in content for your new website? We’d love to help. Talk to us today!