How To Increase and Improve Your Website Content

Chloe Humphreys June 6, 2023

In the modern world, your website acts as a front for your business. Imagine if the front of your shop or workplace was untidy, unprofessional and had little relevant information to your business? You can imagine just how negative this would be for your business operations. In 2023, your website acts as a digital representative of your business. The modern consumer is more likely to research your business online than ever before, so you need to ensure that your website content represents your business, and provides useful information for users who find your website.

But what exactly constitutes website content, and how can you put it on your website? Furthermore, how do you increase and improve your website content to optimise it for users, and potential customers? Here is everything you need to know about the definition of website content, and what you can do to improve your website. 

What is Website Content and Why is it Important?

Website content can be defined as everything that goes onto your website – text, images, videos, audio, animations and more. Making great website content is all about keeping the user in mind – whether it’s helpful, whether the information is accessible and digestible, and whether it catches the user’s attention. 

Imagine if someone went to your workplace, and there were no products or information about your services? What if they couldn’t find your business, as there was no signposting on your shop front? This creates the same effect when your website content is not helpful, or if there is too little of it. If you don’t have great website content, people will simply click away from your website, and be unlikely to use your business. 

Some of the main benefits of having a lot of great website content include: 

Gives Your Users Great Information

One of the most important reasons why you should have great website content is the fact that it will educate and inform visitors on your website. Without your website content, how will visitors know what your business is about, and what you represent? How does your business set itself apart from its competitors, and what do you have to offer? No matter what type of website content that you choose, you should make sure that it is as engaging as possible, and is in line with your unique brand identity. Ensuring that your website content provides value to visitors on your site is one of the best ways to increase and improve your website content, and will make it more likely that potential customers will come back to your website. 

Could Generate More Leads and Sales

One of the best ways in which you can increase the number of leads and sales that you get is to drastically increase the amount of traffic your website receives. One of the best ways you can do this is through creating fantastic website content. While this can take some time, organically generating leads through putting great website content out there is a fantastic way to attract more visitors. When you create fantastic website content that is accurate, accessible and informational, it is more likely to rank higher in search engines and be shared more amongst internet users. This will spread the name of your business much further, and can also help you build a stronger customer base. 

Strengthens your Social Media Presence

The modern consumer will also look at your social media presence, as well as your website. 4.8 billion of the world’s population (64.4%) are social media users, so making sure that your business has a great social media presence is a good idea to strengthen the reputation and visibility of your business. When you have great, useful website content such as informational blog posts and infographics, these are great to share on social media. 

In the age of social media, it is easier than ever for information to spread at a huge rate, or even become viral. With a considered social media strategy and great website content, you could generate a lot of traffic to your website, and strengthen your social media presence. By sharing your website content on your social media accounts, your website content could generate traffic, leads and sales. 

Improves Your Website’s SEO

Great website content is also good for search engine optimisation. SEO helps to drive traffic to your website by improving your site’s rankings on organic search results. This way, having great website content could help you attract more leads and sales, as it will improve your website’s visibility on search engine results pages. Part of SEO is knowing what your audience wants to see – great website content involves understanding your audience, and writing with them in mind, through information and tone of voice. By including website content in your digital marketing strategy, you can improve your website’s SEO. 

What are website content examples?

There are many examples of website content that could be helpful to your users and customer base, and help you improve your website’s visibility and attract more leads and sales. Tailoring the type of website content you use on your site to your audience and your industry is more likely to generate more qualified users and leads. Here are some examples of website content that you can create for your website: 

Blogs 

When the internet first began, blogs were simply a form of digital diary, where people talked about their day. However, blogs have become one of the most important parts of website content on the internet today. Most blogs are now small articles, and are designed to inform and entertain. For example, our blog aims to deliver you the best information about SEO and digital marketing – (we hope it’s also entertaining!) Blogs are an incredibly versatile form of website content, and can be used in just about any industry – they are one of the most popular ways people improve their website content. 

Case Studies 

By using case studies as website content, your business can demonstrate its value and the type of services it offers. It is also a great way you can demonstrate your business’ expertise and industry knowledge. This is a great type of website content, as it can often include a lot of valuable information such as specific details and data analysis, so it can be a very valuable type of website content. 

Ebooks 

This is now one of the leading types of popular website content, specifically for lead generation businesses. They are a great opportunity for your business to broadcast your specific philosophy when it comes to your industry, and provide expertise and thought leadership. This can strengthen your business’ authority in your industry, and set you apart from your competitors. This type of website content is usually available in a downloadable, PDF format. 

Webpages 

Many people neglect to think about web pages as written copy, but optimising specific website content on your homepage, landing pages, about pages and FAQs is incredibly important when it comes to having great website content. The copy that you put on your website should be SEO-optimised, in line with your branding, and thoroughly explain your products or services. You should be optimising the website content on all of your important web pages, with great copy, and other forms of media. 

Pictures/Infographics 

If too much of your website is text heavy, it can make people click away from your website, increasing your bounce rate. No one likes to be confronted with a massive wall of text! Breaking up your text website content with images and other resources is a great way to improve user experience. Using images of your business and your staff on your ‘about us’ pages is a great way to make the webpage more interesting to potential customers. If you have a lead generation business, you should also use educational content, such as infographics, to provide information about your industry and business. 

Videos 

For many people, videos are the way they learn best. Many people don’t like to read a lot of text, even if it is the best copy in the world. Including videos on your website could be a great way of reaching more potential customers through your website content. Ensuring that your website content is accessible to a lot of people is a great way to improve your website’s visibility, and help you grow your customer base. Many website content strategists upload their videos to YouTube, and link it to their webpage. 

Audio 

Audio website content is also important, especially when it comes to improving your website’s aforementioned accessibility. If people can listen to your content, it helps them access your materials, which can be very useful for people who have a visual impairment, or who struggle with reading large amounts of text. Diversifying your website content is a great way to build a stronger customer base, and increase digital interest in your website. 

What type of content is best for my website?

Choosing the best type of website content for your industry and audience is crucial to improving your visibility and generating more qualified traffic to your website. For example, if you run an e-commerce website that is aimed at women between the ages of 18-30, your website content should reflect this in order to attract qualified traffic. This may include crisp copy that uses a tone that is more likely to attract this audience, and amazing product images. On the other hand, if you run a lead generation website that is aimed at businesses, having informational website content that describes your businesses’ services and the industry you work in is imperative to attracting qualified leads and enquiries. 

Choosing the right website content for your target audience, and catering it to them, will allow you to generate a wider customer base and find more potential customers. 

How do I increase and improve website content? 

It can be difficult to know where to start when it comes to increasing and improving your website content. You should be looking at every part of your website, and seeing where you can add more content. Whether that means putting more website content on your landing pages, creating a blog or more, there are many ways you can increase your website content. 

However, if you want to improve your already existing website content, and want to know how to create fantastic website content going forward, here are some helpful tips. 

Know Your Audience

One of the most important parts of creating great website content is to truly understand and know your target audience. By identifying who they are, what they want to know, and how to capture their attention, you will be able to create fantastic website content that keeps them interested in your business. Your website content should be tailored to your target audience, and help them understand how your business can help them with their needs. 

If you don’t understand your audience, you won’t know how to market your business to them, and you won’t be able to connect with them through your website content. This is one of the most important things you need to keep in mind when you’re increasing and improving your website content – if you don’t know your audience, your efforts will be in vain. 

Organisation Is Everything

Even if your website content has a large amount of useful information, people will click away from your website if it is not organised well. Make sure that your website content is easy to navigate, and use headers and titles to ensure that your content is divided up well, and clearly signposted. Ensure that images, videos and other visual content is formatted correctly, so that it looks professional and neat to potential visitors. Having effectively formatted website content is a key part of improving it to attract potential customers. 

Utilise Call To Action Techniques 

Call to action advertising techniques are extremely effective when you’re writing website content copy. Think carefully about what actions you want people to take when they get to your website – do you want them to visit your products pages, click the about us page, or submit an enquiry? Using call to action techniques in your website content by using phrases such as ‘sign up here!’ or ‘read more!’ is a great way to encourage your users to click through your website. Using buttons and contact forms as part of your website content can also help you increase leads and sales. 

Make It Interesting

Website content will not generate more interest in your website if the content is not interesting in itself. Nobody wants to read another sales pitch, with every paragraph starting with ‘buy from us’ or ‘contact us!’ According to the Google EEAT guidelines, content that shows expertise, experience, authoritativeness and trustworthiness is favoured by Google. 

If your website content shows your unique industry expertise and voice, it will generate more interest and rank higher on search engine results pages. Making your website content engaging, interesting and informative is one of the best ways you can expand and improve your website’s visibility online. 

Keep It Current 

Nothing will make a potential customer click away from your website faster than outdated, old website content. If your website content is referencing extremely old studies and research, or is about topics that are no longer relevant. If you feature blogs, articles and industry information, you should make sure that it is updated regularly and often so you’re providing information on current trends and topics in your industry. Providing current and informational website content to your readers will generate more interest in your site, and allow you to provide cutting edge expertise and thought leadership to your customer base.

Keep SEO In Mind 

When you’re increasing and improving your website content, you should keep SEO principles in mind as much as possible. One of the many benefits of website content is that you can increase your rankings on search engine results pages, allowing more people to see your website, increasing sales and leads. 

Ensure all of your content is written in a way that’s attractive to both search engines and humans, and do your research into high and low search volume keywords. If you ensure that your website content is search engine optimised, you will be able to expand your site’s current visibility and allow you to attract more attention to your website. 

Have Amazing Copy 

When your website content is written well and is engaging, you will be more likely to build upon your customer base and generate more shares for your content on social media. Internet users like to read helpful and engaging website content. If your website content is grammatically incorrect, hard to read, filled with unnecessary jargon or is boring, people will not want to read your content. 

If your tone of voice is wrong for your target audience, it will also not connect with your audience and customer base. You need to ensure that your website content has correct grammar, has a high readability score, and will resonate with your target audience. Ensuring that your website content has amazing copy improves its likelihood of being shared on social media, or resonating with your target audience. 

Final Thoughts 

There are many benefits when it comes to increasing and improving your website content – it can completely refine your digital marketing strategy. Great website content drives traffic and engagement with your website, helps you connect with your target market, improves your website’s SEO, and improves your company’s overall digital presence and visibility. 

If you want help creating fantastic website content and copy for your business, contact our team of SEO experts for more information.