Are you tired of your website feeling like a disorganized mess? Do you wish your content could magically align with your business goals?
Sadly, magic isn’t real (sorry, Harry Potter fans).
But don’t worry; there’s something even better: website content strategy.
It’s like the superhero of the digital world. Swooping in to save the day by planning, creating, delivering, and maintaining content aligned with your goals and audience needs.
You can use the following as a content strategy guide. And say goodbye to chaotic web pages and hello to a website that’s engaging and effective.
What is a content strategy for websites?
Website content strategy is the process of planning, creating, delivering, and maintaining content to align with business goals.
A content strategy involves understanding the needs and behaviors of the target audience. This is easier when it’s focused on identifying key performance indicators (KPIs) and goals. And then determining what types of content will be most effective in achieving them.
In addition, a content strategy involves creating a plan for regularly producing and promoting the content you create.
The strategy may also include guidelines for how you will govern, update, and evaluate your content. A well-crafted website content strategy helps ensure the content aligns with business objectives, user needs, and organizational resources.
In the end, this leads to a more engaging and effective site.
What is an example of web content strategy?
Here is an example of a website content strategy using a fictional company that provides home renovation services:
1) Define the target audience
The target audience for this company is homeowners interested in renovating their homes.
2) Determine the primary content goals
The website’s primary goal is to educate homeowners about the renovation process. It would also showcase the company’s services and encourage visitors to contact the company to request a consultation.
3) Identify the key topics
The key topics for the website will include home renovation trends and how to choose the right contractor. The site would also cover the renovation process (including timelines, costs, and potential challenges) and the company’s specific services.
4) Plan the content calendar
The content calendar will include weekly blog posts, quarterly e-books, and monthly newsletters. Each piece of content connects to a specific topic and goal.
5) Establish the tone and voice
The tone and voice of the content will be educational, approachable, and authoritative. The content will be written in a way that is easy for homeowners to understand. While still demonstrating the company’s expertise.
6) Decide on content formats
You present the content in a variety of formats, including written blog posts, video tutorials, and infographics.
7) Develop a plan for promoting the content
The marketing team promotes the content through social media, email marketing, and search engine optimization (SEO) strategies.
8) Evaluate and adjust the strategy
The content strategy will be regularly evaluated based on the KPIs (such as website traffic, engagement, and conversion rates). Then it will get adjusted as needed to improve results.
As you can see, the strategy is both sequential and cyclical. Using this kind of iterative approach ensures that your web content strategy template adjusts to the evolving needs of your business.
What needs to be included in the web copy?
Compelling web copy needs to include several key elements, such as:
- Clear and concise language
- Compelling headlines and subheadings
- An engaging opening paragraph
- Benefits-focused content
- A call-to-action (CTA), such as “Download our e-book” or “Contact us for a consultation”
- Search engine optimization (SEO) considerations
- Visual elements, including relevant and eye-catching images, videos, or other multimedia
Generally speaking, web copy should be written with the user in mind. It should focus on communicating the key message clearly and effectively. While also guiding the user to take the desired action.
Recommended character limits for different web pages
While there are no hard and fast rules for character limits on web pages, some general guidelines and best practices exist.
Here are some recommended character limits for different types of web pages:
- Home Page: 50-150 words
- About Us Page: 200-500 words
- Product/Service Pages: 200-500 words to over 1000 words
- Blog Posts: From 300-2000 words, depending on the topic and depth of coverage
- Landing Pages: Maximum of 300-500 words
Ultimately, the ideal character limit for a web page depends on a variety of factors, including the topic, audience, and business goals.
However, during the ideation process, it’s best to keep the web copy as concise and focused as possible. While still providing enough information to engage and inform your audience.
How to write compelling web content
Writing compelling web content is essential for engaging your audience and achieving your business goals.
Here are some tips on how to write effective web content:
Know your audience
Before you start writing, you must understand your target audience and what they seek. What are their pain points, interests, and goals? What information or solutions can you provide to help them?
Write clear and concise headlines
Your headline is the first thing your audience will see, so make it count. Use clear, benefit-driven language to communicate the central message of your content and entice readers to keep reading.
Use subheadings to break up text
Subheadings can help break up long blocks of text and make your content more scannable. Use descriptive and benefit-driven language to clarify what each section is about.
Keep it simple and focused
Write in a clear and straightforward way that is easy to understand. Avoid jargon or technical language that may confuse or alienate your audience. Focus on the main message and keep your content streamlined.
People connect with stories, so consider using personal anecdotes or case studies to make your content more engaging and relatable. Effective storytelling makes it easier for customers to envision how your solution can meet their needs.
Incorporate visual elements
Adding relevant images, videos, or infographics can help break up text and make your content more engaging. Visuals can also help communicate complex ideas in a more accessible way.
Include calls-to-action (CTAs)
Every page should include a clear and prominent CTA that tells the reader what to do next. Make sure your CTA is relevant to the content and provides value to the reader. For some pages, it may be best to include multiple CTAs throughout the copy. Perhaps one after each paragraph that discusses a feature of one of your offerings.
Edit and proofread
Before publishing your content, make sure to edit and proofread it carefully. Check for spelling and grammar errors, and ensure the content is well-structured and easy to read.
Attract More Customers Using Content from ClearVoice
So, no, it’s not magic, but creating effective content doesn’t have to be a mystery, either.
By following these tips, you can start attracting more customers and converting more leads. ClearVoice’s Teamlancing approach gives you a collection of content specialists that join forces to optimize your business’s content plan.