It can be extremely difficult to guess what content customers will like during the web design process. The good news is that, whether you’re a sales leader or work closely with sales, you’ve got the blueprint for content creation. To take the guesswork out of website content and create content that your customers want to read, ask yourself five questions:
1. What Are Your Customer’s Major Pain Points?
Uncovering customer pain points typically occurs during many meetings and conversations. You’ll hear a lot of complaints, no’s, and doubts. At the end of those conversations, you should intimately know your customers’ pain points and identify their root problems. You may find that the pain points you’ve identified are hardly a pain point for most of your customers or are a side effect of something else entirely!
Regardless, once you’ve identified your customer’s pain points, build content around them. Stress the negative impacts of these pain points on your customers. Pain points are easy talking points and can help solidify a good foundation for your content. Make sure to revisit pain points often with your customers because they will likely change over time. Also, remember all the complaints, no’s, and doubts you’ve uncovered? Build content around those too! You’ll write from your customers’ perspective, allowing them to connect more deeply with your website content.
2. Why Are You the Best Option for Your Customer?
Once you know your customers’ major pain points, you’ll need to figure out why your solution is the best option for them. As part of that exercise, you must identify your ideal customer. For instance, you may have two customer types, and you’ll need to decide which has a higher return on investment:
- One customer may only care about addressing the root problem.
- The other customer may only have the budget for a temporary fix.
Other elements, such as price, quality, and speed, are important considerations for content targeting. By understanding your ideal customer, you can better communicate the why of your product or solution to them, whether it’s speed, price, or whatnot. Blogs are a great way to communicate this.
3. What Are Your Competitors Doing?
Competitors don’t serve every customer; if they do, they are bound to fail! A competitor analysis can help you identify the competitive landscape and opportunities within the market you serve.
You’ll need to do is to tease out the strengths and weaknesses of your company. A simple Strengths, Weaknesses, Opportunities, and Threats (SWOT) gives a detailed look at your company, highlighting what you’re good at and not good at, opportunities within the market, and potential threats out there to your business.
Focus on the opportunities, strengths, and threats that you uncover from a SWOT and build deep content around them.
4. What’s Your Buyer Journey?
In other words, how does your customer get a hold of your solution? For instance, the process for customer acquisition requiring a discovery call is much different than one for an out-of-the-box SaaS solution. Customers need to know what they’re getting into, and you don’t want them to feel lost or confused.
Walk them through every step of the buyer journey. Your content should address any concerns or doubts that they may have during the sales pipeline. By understanding how your solution is purchased and building content around it, customers will have a better experience with your brand.
5. Is Your Content Backed by Data?
With modern-day decisions, data should always be used when it is handy. If you haven’t done so already, benchmark your efforts by implementing an analytics package, such as Google Analytics, to your website. You’ll get real-time data that measures the effectiveness of your content. You’ll know which content should be axed and expanded upon. As a result, you’ll keep your website content fresh and consistently targeted towards your customers.
5. Do Your Customers Even Care?
This is the final and most common sense question that tidies up your website content. If the answer is no, don’t waste time creating it. We always try to give our client partners knowledge, resources, and/or perspectives as a takeaway. When you frame your content around what you can do for your customers, you’ll notice better customer engagement with your website. Better engagement eventually leads to better conversion and sales.
The Bottom Line / TLDR
Building engaging website content requires a lot of planning and thought. It gets a lot easier when you know the right questions. Use the above six questions to guide decisions around your content direction.
Contact Uplancer for a free consultation. We are a team of digital marketing experts and web designers ready to support your website content efforts.
