Are you greeting website visitors with a templated site and/or content that the entire company has access to without any of your personality and expertise shining through?
While it’s great to have a starting point of information provided by your company, unique content is a great way to set yourself apart from the competition and attract new business through an educational, value-added marketing approach.
Adding fresh content also makes you more attractive in Google searches.
While you may rely on your company name and reputation to help showcase your professionalism, at the end of the day, your clients will work with you because of the excellent products/services and knowledgeable insight you provide.
Here are 3 quick ways to add unique content
- Start a Blog. The number one way to regularly add new content to your website is through a blog. Think about the questions you’re asked most frequently throughout the course of your day. Look at media headlines and debunk some of the myths. Your posts don’t need to be long. Pick a few points you’d like to get across to new and existing clients and referral partners, and jot them down. The key is to add new blog posts at least monthly.
- Highlight Your Offerings. Let’s face it – if you don’t draw someone in within the first few words, no one is going to thoroughly read anything on your website. That’s why it’s important not to dump a lot of information on your visitors. Break the information up into bite-sized pieces and rotate the featured service every month. Chances are, you already have great content that clearly explains your offerings, so why not showcase this information front-and-centre on your homepage? Focus on the time of year that makes each topic most relevant.
- Revamp Your Bio. Your ‘About Me’ should truly be about you, not about your company. It should be a gateway into who you are as a professional and why you should become their trusted expert. So many bios are written in third person and don’t accurately depict the personality or expertise offered. A website bio should be written in first person as if you’re speaking directly to your audience, set beside a recent photo of you, inviting them to get to know you better.
If writing is not your forte, keep in mind that having unique content created on your behalf does not have to cost a fortune. If you sign up for an annual contract or opt for multiple services, for instance, the cost per piece will drop.
Every time you have unique content created for your website, it can be easily reworked to use on social media and in database communications to get the most out of every dollar you spend.