If you think your website content isn’t working for you, you’re probably right. And the realization that you ‘need something better’ is a step in the right direction. But what’s the next step? What’s ‘better’? And how do you get there?

For many businesses, the first step is--back.

Why have a website?

Think about why you have a website in the first place. What’s your goal? The answer will probably be “to sell my product,” which is absolutely fine as a starting point. The problem is that this is the main goal of pretty well every business. To get to ‘better’, you need to tailor that goal—and your content—to your business.

What sets you apart from the rest?

The next step is to look at your business and ask:

  • What do I need to put on my website to sell my product?
  • What will inform, encourage and enable visitors to buy from me, and nobody else?

Think topics and tasks

Once you’ve got some ideas, start thinking about what your visitors might want to do on your website, and what content is would help them complete those tasks. They might want to find out what’s new with your company, learn about your products and services, purchase an item, read about your creative team, see your catalogue, or contact you. Write a list of topics, making sure they are customer focused.

Put your topics to the test

Finally, for each topic, ask yourself two crucial questions:

  • What content do I need? (This will help you start to shape your topics.)
  • Why do I need it? (This will ensure that every topic, large or small, has a purpose.)

A simple chart can help. Here are a couple of examples:

Topic: ‘Read about our creative team.’

What content do I need?

Why do I need it?

Profiles and pictures of individuals on the team, including a list of their projects, credentials and awards.

To put a public face on the team, so visitors can see the team is qualified, talented and friendly.

Topic: ‘Contact us.’

What content do I need?

Why do I need it?

The company’s full contact information, a helpline number and an ‘email us’ form.

To give visitors a variety of ways and means to contact us, so we can gather feedback, provide assistance and improve our service.

Useful content delivers value, generates results

Once you’ve taken these steps, you’ll be well on your way to ‘something better’—content that meets the goals for your website, and your business.