5 Things to Improve Your Website Content

You have a brand to maintain and an audience to engage. We’ve got tips to help you create more captivating website content.

“Crafting people-first content is foundational in your content creation process,” says Ashley Winter, content marketing coordinator at CEL. “Keep your audience at the heart of your content and design choices.”

Understand Your Audience

Identify the distinct segments of your target audience, by age, interests, geography, and roles (customer, potential customer, investor). Conduct thorough research to gain insights into their preferences and pain points. Some audiences will prefer website content, and some emails, while others prefer face-to-face connections. Tailor your content strategy to address their specific needs and interests, fostering a stronger connection with your readers.

Knowing the audience’s preferences and pain points enables communicators to deliver tailored and relevant content, enhancing engagement and building stronger connections with your community.

Embrace Google’s Helpful Content System

Prioritize original, informative, and valuable content to align with Google’s Helpful Content System. By doing so, you can improve your search rankings and ensure the information effectively reaches a wider audience. Ask yourself, how helpful is this content?

“Use data to drive your content strategy,” says Ashley. “What are some frequently asked questions or misconceptions you can detail on your website? What are your most frequently accessed web pages? Are there opportunities to show instead of tell?”

Ashley recommends highlighting people, staff members, and community throughout your site. This can look like staff highlights on your employment page, videos of client success stories on your enrollment page, or thoughtful news or blog content that offers valuable information to your audience.

Unleash the Power of EEAT for Lasting Impact

Unleash the potential of your SEO content creation with the EEAT formula, which stands for Expertise, Experience, Authority, and Trustworthiness. EEAT embodies everything you should do to show your audience that you’re not only an expert in your field, but that they can trust you that what you’re saying is true. Yet, EEAT does more than just boost audience engagement, it can also improve your search engine ranking. If you want to leave a lasting impression on your readers, use EEAT as your guiding principle.

Here’s how you can use EEAT to improve reader satisfaction:

• Be transparent
• Share real-world stories
• Site all references
• Collaborate with other industry experts
• Leverage your professional experience and credentials

Harness the Power of Keywords, Visuals, and Headlines

Conduct keyword research to strategically incorporate relevant keywords into your content without compromising its natural flow. Use captivating visuals, such as images, videos, and infographics. Craft attention-grabbing headlines and persuasive calls to action to drive user interaction and desired outcomes.

Strategic use of keywords, captivating visuals, and compelling headlines boosts content visibility and entices the target audience to engage with your communication, driving higher website traffic and interactions.

Proofreading and Style Guide

Ensure error-free and polished website content by thoroughly proofreading your work. Identify and rectify spelling, grammar, and formatting errors to maintain professionalism and credibility. Implement a style guide to maintain consistency across communication materials, reinforcing your brand reputation. Tools like Grammarly make it easy to improve your writing and accuracy as you go.

Thorough proofreading is the only way to achieve error-free content while maintaining professionalism and credibility. A consistent style guide ensures a unified brand, reinforcing trust and reliability among stakeholders.

Create User-Centric Website Content

Put your audience at the center of your website content strategy. Understand their needs and preferences, and deliver content that resonates with them. By prioritizing people-first content, you can strengthen your brand image and foster meaningful connections with your audience. What does your reader need right now? What are they struggling with? Do you have a couple of tips or tools that would make their lives easier?

Centering content around the audience’s needs and preferences establishes your website as a reliable and valuable source of information, fostering positive relationships and promoting your organization’s reputation. If (when?) a conflict in your community arises, your community will look to you first for trustworthy information. 

Expert Insights on Content Improvement

“By implementing these five essential practices,” says Ashley, “you can elevate your content, boost engagement, and enhance your brand’s reputation in the digital landscape.”

Ready to elevate your communication? Contact us now for expert guidance and support in crafting compelling, user-centric content that engages your audience and boosts your online presence!

Published on: August 17, 2023