Content Strategy

A common misconception is that if your website looks great then you are set up for success. But a lot of people overlook the fact that while a great design may draw people in, it is the content that will convince them to buy your products or services.  Quality content is not only good for helping potential customers pull the trigger and making a purchase, it also drives people to your site. By having content that is regularly updated, fresh, and unique, you will improve your organic ranking on search engines such as Google. In fact, most search engines have made it a key factor when determining a website’s ranking.

Structured Content – Easy to Navigate

Effective content management is much like a balancing act. Have too much and people will get bored and move on. Not enough and visitors will be dissatisfied and go somewhere else to find out more details with no guarantee they will come back to you. But just having great content within your site is not enough. It needs to be structured in a way that makes sense and is easy to navigate. Most first time visitors to your site want to know what you are about within a minute or two, and easily find out more if they are interested. This requires clear landing page content that quickly describes who you are and what you do, with easy links to more details.

Draw in Prospects – Convert to Customers

Not only that, but from the first time a potential customer comes across your company, there has to be a clear strategy to get them into your sales funnel. Your content has to guide them so they can find what they need, make the purchase, and lead to the final step, leaving a positive review. This ensures the customer completes the experience feeling fulfilled and looking forward to returning.
To get to there, your content needs to be clear, informative and interesting at every stage of the process. A key part is making sure that a potential customer feels the urge to continue through well positioned calls to action. These prompt them to move to next step in a way that makes them feel comfortable and creates a desire to move forward.

On & Off site Content Strategy

Content strategy also covers a broader range of functions outside of just your website. A well thought out plan needs to cover all aspects of your online presence, from PPC advertising to any other content that you provide to other third parties. This makes having a professionally designed and well executed content strategy a crucial component to your success. By having an integrated content management strategy that covers all areas of your online presence, you can ensure that your company projects a consistent image and message.

At In-Front we specialize in providing a comprehensive service that aligns all of your content so that it will drive your business forward. So get in touch with us today to discuss how we can help you create an effective content management strategy to maximize the potential of your business.

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