Getting Web Marketing Right
Content is King
There is a reason this topic is at the top of the page. All of our machinations with website design, social media integration, keyword advertising, and search engine optimization have important payouts for your web marketing initiatives. But ultimately, a steady diet of quality and compelling content trumps everything else for generating a steady, meaningful growth in site traffic and engagement. Do a little research with the “search engine algorithm” insiders and you’ll hear the same thing. There is no substitute for well-crafted, interesting content, served up on a regular basis.
Said another way, there are no magic bullets nor little-known tricks any more that relieve us from a disciplined, old-fashion work ethic in creating a steady stream of quality content.
WordPress’ Natural Division of Content Roles
Think of your content tasks as falling into two major categories. First, there are the more-or-less permanent pages that define your company and its products. This is the scaffolding of your site’s content about who you are, your products and services, how to contact you, etc. Professionalism and well-written content are critical in these pages.
Site visitors don’t think of this content as simply quick & dirty messages or news items, so they are less likely to be forgiving of poorly worded content. Let us help you get this critical content right.
Secondly, there is the dynamic content that you need to write on a regular, periodic basis. Think of it as your company blog posts, news items you wish to share with the public, updates to office hours, etc.
This is discussed further below.
Structured Site Content
You will, no doubt, be tempted to create an exhaustive enumeration of all your company’s current and aspirational products and services. Nobody wants to leave any potential revenue stream on the table. The problem here is having your site visitors get lost in the forest and failing to see your big picture. There’s no magic to the number three, but experience has shown that 2-4 broad categories represent a good compromise infrastructure for a company website. Think of each of your three major company services and/or product categories. Then have those categories represented boldly on your home page. You may also effectively use separate landing pages for each of them.
On your homepage or landing page, don’t feel compelled to spell out all the details of the particular services or products. The homepage is a place for big-picture toplines. Think of each leg of the stool as a funnel, through which you will direct all related website content toward a “call to action” for that particular item. You may have several points of content within your site pointing visitors into one of your targeted “sales funnels” and its associated “call to action”.
There might be multiple child pages drilling down into more detail for any particular category. Also, individual blog posts, keyword advertising campaigns, newsletters, social media site posts, and page-specific SEO can all be used to route traffic into a specific sales funnel.
This is the role of your “blog” page or multiple category blog pages on your site. Don’t be hung up by that archaic term “blog”; that’s just the historical term for it. You might better choose the term “News” or “Articles” for your blog sections. The basic purpose is the same: provide a section that exposes fresh, new content on a regular basis.
This is enormously helpful in improving your search engine rankings and on your customers’ inclination to stay engaged with you and your company. This fresh blog post material you write can also be made, with the right site configuration, to automatically expose these new posts on your social media sites, and new newsletter content. So each blog post written can have many tentacles that multiply its points of exposure. Write it once ; the rest can be made to work automatically.
One of the most common ways to encourage public engagement in your site is to provide comment sections at the bottom of selected posts. There is considerable flexibility in WordPress to do this selectively on certain pages, blog posts, news articles and the like. It gives site visitors a chance to weigh in on opinion-related topics or ask specific questions about a topic.
Typically, site owners will choose to not provide a comment section on most of the site’s permanent (“scaffolding”) pages, but choose to do so on most news articles and blog posts. This can be managed on an individual page or post basis. Your judgement will dictate where it’s appropriate or not. We can configure the comment capability to require your manual approval before each comment is exposed, or to allow varying trust levels for automated approval for individual commenters.