If you use your website to make direct sales, it can be easy to fall into the trap of overlooking certain types of content. What you might not know is how important content is to your sales funnel—it keeps potential customers interested and provides them with all the information they need. If you’re ready to get started on your website for trades professionals, here are the types of content you need to include.
Your home page is your first impression. To encourage visitors to move onto a purchase, you’re signposting needs to be eye-catching and effective. Don’t clutter your home page with information—this might affect your bounce rate. Instead, design your home page in such a way that it gives visitors the right amount of information to get them wanting to know more.
Product or Service Page
If visitors don’t quite get your products or services, this is the perfect opportunity to let them know exactly what it is you provide. Go into just enough detail about your offers to convince onlookers to make a purchase.
Case Studies Page
Many online shoppers will take a look at reviews before making a purchase. If you want to communicate that you’re able to deliver on your promises, dedicate a page to case studies. This type of content lets your customers know that you aren’t too good to be true and that a former client can vouch for that.
To keep yourself from being bombarded with hundreds of messages about an issue or query that can be easily addressed, set up an FAQ page. That way, you keep your customer service team from having to become too involved and providing visitors with up-to-date information.
Blogging sets you up as an industry expert and can greatly improve your website traffic. If you can provide visitors with useful information regularly, they’re more likely to return to your site and make more purchases in the future.
Remember that Internet users are visually oriented and more often than not end up skipping your site instead of reading through it thoroughly. Add videos and images to increase the visual impact of your site.
For lovers of long-form, a blog on your website might not be enough information. To establish yourself as an industry thought leader, provide in-depth resources such as white papers, e-books, and comprehensive guides for visitors who are looking for a little bit more. It’ll help you increase your audience as well as your business’ credibility.
With the production of content comes content distribution. Meaningful blog posts and visuals won’t make an impact if no one is around to see them. Be sure you’re leveraging the use of your social media channels and Linkedin networks in order to promote your content. If you can afford to do so, consider paid content promotion such as boosted posts or Facebook ads.
Good content achieves three major goals: it gets you seen, found, and hired. If you need a hand with your digital aesthetic, we at Shake and Speare specialise in websites for trades professionals. We’re fans of engaging copy, beautiful branding, and overall powerful content.