Successful Website Content
The definition of Marketing is to meet people’s needs profitably. The strength of Search Marketing is that the people tell us their needs.
Search, Ads, and SEO are a yin and yang thing; they need website content to make it work. We create a symbiotic thread from visitors, the audience, from their current search stage to the click to the page and beyond.
When it works, it is incredibly valuable; more than any other type of writing, it produces week after week, for years.
Our strength is in understanding the nature of Search Audiences. It’s not the keyword. It’s the multiple niches they represent. When you know what they want, when, and who they are – then it’s easier to know what to say.
Website content writers
Websites are there to generate new business, and most new visitors come from search engines.
Whoever does the writing, it’s not just about the copy. Everything we write is through the lens of the audiences we serve. The audience lens increases the relevance and engagement
Meeting the expectations and needs of the visitor is through understanding the search and the audience first.
How to write content builds on and layers up with what we know about the visitor.
Content strategy is an exercise in a product-market fit; it is highly productive when it hits home.
The primacy of search topic
What a group of people search for ‘IS the market’. The ‘audience’ consists of everyone searching for information about the topic. Every search phrase has a topic.
The topic is the audience; it is their primary interest. We serve them best when we group that content and make it easy to find and browse. Most websites don’t.
The simple first success principle is to design website content to match the words and intent of the topic audience. They intend to make decisions; we intend to make that easier for them.
It’s easy to know what to say. Just look at their searches and add decision juice.
You can see that the audience strategy is also the business strategy.
Spending all the time, energy and budget on highly competitive areas in Search can lead to low or negative returns, like overvalued shares. Growth can make those areas more profitable in the future. Once overheads are well and truly covered, the cost/reward dynamic changes. Timing and circumstances help decide what to do next – which is a big part of a strategy.
Timely content describes the changes of intent within the same audience over time. Early-interest people don’t want to be sold to, but highly-interested people do.
The same audience might need as many as seven pieces of content, sometimes more, to maximise promising results.
Web content development process
At first, we can simply get on with writing to suit the needs of the business. The research helps us plan the content without too much guesswork.
The feedback we get from search engines and analytics feeds a cyclical process. We can see how to choose the next thing with the most impact based on what is working, nearly working and where the gaps are.
AI Tools can help a little with the gap analysis, and how to write, but successful content is a team event.
The most effective website content projects are a collaboration between the visitor, sales and marketing, the content design and the SEO team.
Content development elements
- Website Content Analysis, what to write next
- Website Content Design, where it needs to go, what the structure is and how it should look
- Website Content Writing, how it should be said, timely content
- Website Content Framework a process, from collecting ideas to tracking progress
The Search Audience framework tells us to understand what audiences are first. What do they want?
What is Content Design?
Content design and development is the blend of the visual page design and the words with website navigation, enabling a self-service sales conversation for the visitor.
Every website needs content to be discoverable, readable and easy to use. It is simply the overall experience the user gets.
It starts with the Search, what people are looking for, and the pages we build in response to that.
SEO Keyword Research and Analysis
The topic audience as a whole gives you the big picture. Map the words and see the journey, making it easier to create a guide for people to make their decisions.
There are vast numbers of people looking for even niche topics. The architecture of information helps search engines and the right visitors land exactly in the right place.
Website and Page Planning & Design
The best web design makes the visitor feel at home and the text easy to read. The navigation is obvious. The conversation goes better when the content is spaced well and looks good.
Page Copy and Graphics
We design around the job of the page. It drives how navigational it should be, graphical home and hub pages are often to segment visitors into more specific sub-pages
Call to Action
Many of our clients offer expert-level advice to their clients, and so phone calls are more common than forms. Others prefer to route connections via chat platforms to filter out calls.
Types of Content Pages
Navigating different page types will help visitors to the right content at the right time. Every visitor has a task in mind; we can help with multiple types of pages and content.
Free Strategy Session
We take a little time to listen, and then show you how it all might work.
Ongoing projects need systems & tools
The management of our WordPress site content is getting easier and better with each new release of WordPress. The Gutenberg Editor and the Kadence platforms have Libraries of layouts, components and reusable blocks, increasing the speed of production.
The unique colour palette of Kadence is time-saving for applying consistent designs.
Figma Website Design Software
Our website design tool of choice. Designing in the cloud provides frictionless feedback loops, making it easier for designs to evolve rather than remain static. We believe you’ll never need a new site again. Just refresh the site design as we go.
Visitor audience-driven content is less guesswork and more effective.
- What to say
- When to say it
- Who to say it to
- How to say it
- In what order
- Where to put it
- How to lay it out
- How it looks
- Call to Action
Building a design system to evolve and grow your content machine.
- Call to Action