Metaphorically speaking in Internet terms, content is traffic’s next of kin. Without unique, home-made, credible content, website owners will never reach their full business potential. Therefore, this aspect of business needs your special care and attention. What’s more, due to the galloping growth in the number of Internet users, entrepreneurs should perform more comprehensive analyses of their published content. In a nutshell, competition is harsher than ever before and every cent made online costs more. Unfortunately, businesspeople often don’t have enough time to perform these actions, which leads to poor traffic, lower conversion rates and disappointing revenues.
Nevertheless, if you want your website to become the heart of your business, it’s essential to exert yourself to generate content that will increase the number of visits. In order to help you achieve that objective, we’ve put together fifteen creative tactics.
The visual aspects
According to the Internet live stats website, many exciting things happen on the Web in only one second, regarding the visual department. Namely, 783 photos are uploaded to Instagram and about 69,300 videos are viewed on YouTube per unit of time. These astonishing facts should force avid business owners to concentrate on website visuals. In line with that, it’s vital to cover the three following visual aspects:
1) Original vs. stock photos
If your website is mostly used to present your business and offer your services to potential clients, it’s recommended to rely mainly on your own photos. For instance, day-to-day office activities are invaluable assets for this kind of promotion. Moreover, your team-building activities and business conferences your employees attend should also be regular motifs of your in-house photos.
On the other hand, a certain number of photos can be recruited from free stock photo websites, as well. These images are perfect for blog sections and feel-good business stories. While posting original photos will give your website a touch of authenticity, stock photos will serve a great visual purpose when you can’t afford taking photos on your own.
2) Benefits from infographics
According to the Business Dictionary, synergy is “a state in which two or more things work together in a particularly fruitful way that produces an effect greater than the sum of their individual effects”. And this is exactly the effect that you’ll reach if you enrich your website with a variety of infographics. When statistical data and important business information are put together in visually appealing infographics, your visitors will experience the true synergy of form and content. Annual business reports, current affairs in your field of work and interesting trivia can all be packed into these forms, so that your website offers your readers an additional value.
3) The power of video clips
The most natural thing upon landing on a website is to click the About Us section. If wittily written and well composed, it will inform your visitors about your vision and your key objectives. In addition, you can make it even more capturing by inserting a video clip that will explain your main business goals and services. On the one hand, you can go for an animated promotional video. You can see some great examples of this promotional art on Inc.com.
On the other, it can be a real video shot within your own company premises and in various business contexts. Nowadays, every average smartphone can make such a video.
As for the duration, don’t exceed the 2-minute limit. If we know that Instagram allows for up to 60-sec videos, a business video should last between one and two minutes.
The written elements
We’ve already mentioned how important the synergy of written and visual features is for infographics. However, this unity is vital for a website altogether. When it comes to written elements, website-running entrepreneurs should take the next three details into consideration:
4) A reliable blogging section
As reported by The Huffington Post, website owners who add a blog to their website are more successful when it comes to lead generation than their non-blogging counterparts by up to 67%. However, it’s not enough only to launch a blog and post random texts. It’s a demanding process that requires certain rules and constant supervision. These rules might help you make the most of your blog:
- Bring a set of guidelines, so that every potential writer knows what you expect from them. Refer to formatting, punctuation and the style itself.
- Opt for one writing style – two predominant options in the modern world of blogging are the Chicago Style and the Associated Press Style (AP Style).
- Write about the things you’re familiar with, i.e. stay in your field of expertise.
- Collaborate with guest authors when you need articles about the topics you don’t know too much about.
- Publish your texts on other websites and blogs, to spread the word about your own business.
5) Thorough research and niche relevance
When you’re preparing to write a piece of content for your website page or a blog post, it’s crucial to perform thorough research. Filling your texts with fluffy content won’t convert your one-time visitors into regular readers. What you can do to stay updated on the latest trends in your niche is to follow a number of influencers on social media.
Apart from that, subscribe to newsletters from appreciated sources. For instance, regular email feeds from the NY Times, the Wall Street Journal and Forbes will be beneficial for all sorts of websites.
Additionally, insist on completely unique content when you’re communicating with your regular and occasional contributors. Use online plagiarism tools, such as Copyscape, Plagiarisma or other similar checkers.
6) Long-term contributors
If you want to establish a trustworthy relationship with your audience, you need to invest some time and energy to acquire long-term contributors to your website. As a result, you’ll establish a pool of experienced writers who know how to present current information in an original way.
When you’re at the beginning of this process, don’t lose faith in your website if the first articles you receive don’t meet your demands. Moreover, you might need to lower your expectations at first, just to launch the website. On the other hand, as the website is growing and your traffic is rising, don’t hesitate to ask your contributors to edit the articles you don’t find interesting enough for your audience.
Finally, website owners also have to learn how to turn down a writing offer. In a nutshell, it’s business and you mustn’t waste your time on contributors who stop providing you with relevant content.
The social media presence
The story of content doesn’t end on your website. As a matter of fact, it’s only the main source of your content, but not the only one. In order to increase the visibility of your website and the things you publish there, it’s essential to pave your way to the social media audience. So, here’s how Facebook, Instagram, Twitter and other networks can be used to popularize your unique content.
7) Integration of the website and social networks
Every new post you publish on your website should be available to your social media followers, as well. Also, a social media post that presents an article needs to contain the summary of that piece. Since social media are also important factors of search engine optimization, make sure that these summaries contain the keywords from the text.
Apart from that, the integration of your website and your social media pages should encourage your customers to add their personal value to your content. In other words, enable them to leave comments on your website posts from their Facebook accounts.
Moreover, invite them to leave their reviews of your products and services both on the website itself and on your social media posts. By doing so, you’ll generate a large amount of original content and feedback from your customers. In return, these comments will attract new potential readers to start following your work and using your services.
2) Engaging posts
Modern Internet users want their information dry and witty. Otherwise, they won’t pay attention to your points. Because of that, website owners should hold on to short, but cleverly formed posts. Also, make a clear distinction between your tone for business purposes and the language you use for personal posts. The former require concise and informative writing, while the latter approve of self-indulgent and more intimate approach.
Although Facebook has about 1.96 billion users and Twitter is currently used by some 319 million people, business and website owners should seek greater presence on Twitter. Here you can achieve a lot with clever and relevant tweets and connect with other businesses. In line with that, take some time to learn from BBC experts what makes a great tweet. What’s more, don’t forget the potential of Twitter ads, as well.
9) Inspiring and viral visuals
Everything we’ve said about the visual aspect of your website can be applied to your social media pages. What’s important to add is the fact that you should simultaneously publish your photos and videos on your website and on social media. This will ensure consistency between different channels of your content strategy.
In addition to these features, far-sighted entrepreneurs will launch a YouTube channel, as well. It should be used to post your promotional videos or publish some practical tutorials from your niche. The video content you publish that way will inspire new people to visit your website, which will boost your traffic and your website rankings.
SEO-boosting content features
When it comes to the position of your website on SERPs, the most natural goal you should have is to always be on the first page. This objective can be accomplished through these smart strategies.
10) Using keyword generators
When you’re creating your content, you should bear in mind that it has to contain some keywords that will help Google recognize what you do and how to present you to its users. Since the artificial intelligence of search engines is improving at an astonishingly fast pace, now you can rely on some keyword-generating tools. They gather the search queries entered by billions of Internet users, so as to anticipate what both users and website owners need from the Internet. This is why you should go for Google Keyword Planner, to learn the basics of the keyword content strategy.
11) Guest posts for back-linking
You can’t expect high traffic if they don’t spread the word about your content to other online platforms. In a nutshell, the more websites publish a link to your blog or website, the better rankings you’ll have on Google or any other search engine. This is why you should become a guest blogger on as many websites as possible. Since it will become too demanding to write all the posts on your own, it’s recommended to set up a group of content writers who will be responsible to write those on your behalf.
12) UX website features
Generating and publishing original and attractive content will all be pointless if you don’t ensure smooth user experience. This mostly refers to clear website organization, a user-friendly layout and proper distribution of internal links on every web page within the website. You can master the basics of successful UX in an informative article brought to us by the Huffington Post. However, it might be difficult for an average business owner to produce such UX, which is why you can always contact design pros to evaluate the level of UX on your website.
The financial side of content
The final chapter of this overview of key content options that will increase your website traffic is the financial side of website content. These two features are largely interdependent. On the one hand, first-class content that makes a difference will make money, as well. On the other, your customers and visitors will appreciate smooth payment procedures, which is another characteristic of well-arranged content.
13) Content milestones
The most important features of content creation is setting the milestones at the beginning of the process. No matter if you’re working with in-house collaborators or outsourcers, they’ll be more efficient if you perform regular reality checks of their creative ideas. What’s more, it’s much easier to make adjustments during the creative process. Also, if you pay your collaborators as they work, they’ll be motivated to finish their projects and you’ll find it easier to make the payments in smaller chunks.
14) Paying freelancing contributors
When it comes to freelancing contributors to your website, you should divide them into two groups:
- the ones who write your content for other websites
- the authors who write for your own website.
The writers from both groups will need to be paid for their contribution to your business and your content. Since the latter authors should be thoroughly educated professionals from your niche, they might deserve higher rates. On the other hand, the writers who create content on your behalf for other websites will probably have more work, which will bring them a substantial income, as well. When things unfold in a desired way, you’ll form the budget to pay these freelancers from the high traffic. That way, you’ll benefit from the ads on your website, the products you sell of the services you provide for your clients.
15) Functional cart organization
Website owners need to provide their business partners with effective invoices, so that they can order whatever they want and pay for it without any friction.
Moreover, the shopping cart you offer on your website should be as straightforward as possible. When the selling point is a well-structured unit of content, customers and visitors will happily make a purchase and come back for another one. This section mustn’t contain any ambiguous guidelines, as well. Also, avoid placing ads on the checkout page. The visitors who have reached this point only need some time to finish their purchase. If you attack them with invasive ads, they could simply leave the page.
Traffic and content are two sides of the same coin – modern online business. One can’t be functional without the other. This is why website owners have to invest all their energy and time to offer a diversity of cutting-edge content features that will grasp the attention of their visitors and increase their website traffic. Only such an approach can ensure long-lasting online existence. The tactics discussed in this article will help you take the plunge and start generating traffic-boosting content for present-day Internet users.
AuthorBio: Mark is a biz-dev hero at Invoicebus – a simple invoicing service that gets your invoices paid faster. He passionately blogs on topics that help small biz owners succeed in their business. He is also a lifelong learner who practices mindfulness and enjoys long walks in nature more than anything else.