Website content strategy
Do you want to know if your website is optimized and accessible? Or are you looking to build a new site with SEO optimization and high-quality content in mind? Scribly can help you plan a user-friendly site navigation. We also map relevant, unique keywords to each page to ensure each one has a clear purpose and optimized copy that will drive organic traffic.
Website content strategy done right
Your website is often one of the first interactions you have with a prospect — and, as we all know, first impressions are crucial.
If your site loads too slowly, is difficult to navigate, or doesn’t immediately showcase your product/service offering and values, a user is likely to click off quite quickly. That’s why having a website content strategy is so important.
Driving traffic to your website
A website is a powerful tool for building your online presence, driving your brand awareness, and attracting organic traffic — if it’s done right. It all comes down to meticulously mapping a unique set of keywords to each page on site and optimizing your copy with those keywords in mind.
Guiding your user
A great website should also be easy to navigate, directing users to the pages that are most relevant to them. That comes down to having a clear navigation and a compelling homepage. You should also have a set internal linking strategy that will encourage users to visit more pages and dive deeper into your site.
Holding a user’s attention
If your bounce rate is high on your current site, then you probably need to rework your copy. It should be engaging and compelling to hold a user’s attention and encourage them to interact further with your site. Readability comes in here too, with clear headings, short paragraphs, visuals, and CTAs all playing a key role.
Website content strategies from Scribly
Here at Scribly, we know that building a website isn’t just about choosing the right hosting platform and making it look visually powerful (though that is important too). You should also consider navigation, SEO optimization and keyword research, and engaging and delightful content. In short, you want to make the user experience as positive, convenient, and smooth as possible.
Whether you’re looking to build a new website from scratch or revamp your existing one, Scribly can help you plan and execute the perfect website content strategy.
Step 1: Getting to know your business and aims
Before we start building your website strategy, we need to better understand who you are as a business, what products or services you offer, and what actions you want customers to take. We can then perform initial keyword and marketing research to better understand your target audience and what makes them tick.
Step 2: Evaluating your existing site (if you have one)
If you have an existing website, we’ll audit each page, seeing which perform well (both from an SEO and organic traffic perspective) and which are struggling for attention. We can then evaluate which pages to keep, which to optimize, and which to remove.
Step 3: Auditing your competitors
In a race against your competitors, you want to be on the top spot of the podium, right? Understanding their website content strategy (including what does and doesn’t work) and the keywords they’re targeting allows us to bridge any gaps and exploit any opportunities.
Step 4: Keyword research
We need to know what your target audience is searching for, so we can create website pages, FAQs, and more to target them. We deep dive into the most relevant short-tail, long-tail, and query keywords you need to rank for to grow your organic traffic and ultimately be found by the right audience.
Step 5: Mapping out your site
We then map out your new website navigation, assigning each page on site a set of keywords and FAQs where relevant. This should guide both the copy on page and the metadata you set in the backend.
When you’re ready, we’ll begin producing content – and we’re off to the races.
Website content writing from Scribly
At Scribly, we don’t just do website content strategy. We can help you craft the copy too.
Working with us means working with a team of vetted, highly qualified copywriters with specialist experience in your industry. We craft sales-winning landing page copy that is:
- Optimized for conversions from top to bottom
- Written for readability leveraging your company’s tone of voice
- Directed at the right audience
- Balanced perfectly for conveying features and benefits
Your website is arguably the most powerful tool you have to communicate with your audience, introduce them to your products and services, and persuade them to make a purchase. It’s a big responsibility, so you need your copy to be top-notch if it’s going to deliver.
We can write user-friendly, SEO-optimized service pages, category pages, FAQ pages, and About Us pages that really deliver.
When it comes down to it, a product can only ever be as good as its description. After all, what’s the point in creating the best product out there if no one can read about it and understand its benefits?
At Scribly, we craft descriptions that highlight a product’s key advantages and unique selling points to help customers realize its value and, more importantly, how it will respond to their own needs. Let us do the heavy lifting for you.
Ready to discover how a Scribly content strategy
will help your business fly?
Website content strategy FAQs
Nope, nope, and triple-nope (or, at least not as a general rule). Copying content from another website exactly is not only plagiarism but will be flagged by Google’s crawlers as duplicate content, harming the SEO value of your website.
If you really do want to copy content from another website (say a blog or article), you need written consent from that website owner. You should also link to the original article. Though, if we’re being honest, we’d recommend staying clear of that.
Contrary to popular belief, there is no golden rule as to how often your website content should be updated. The answer is actually a lot simpler: as often as it needs to be.
If you’ve used statistics on your website, it’s worth updating those yearly to ensure you’re providing users with the most up-to-date information and are linking to recent sources. This is true for blog content too. Otherwise, content only needs updating if something changes (i.e. your company offering changes or evolves, a new employee starts and needs to be added to your About Us page, a product changes its formula, etc).
You’ll likely make minor changes quite regularly, but a full overhaul isn’t necessary if it was built correctly from the start.
Performing a website content audit can be a long and time-consuming process. We would recommend working with an expert at this phase, but if you want to get started on your own, here are some top tips:
- Know your goal: Are you auditing your website from an SEO perspective? To ensure it aligns with your business goals? To understand what user experience you’re providing and how to improve it?
- Create an inventory of your content: Compile a list of all the content on your website, including the copy, images, videos, and more. A tool like ScreamingFrog can be really helpful here.
- Analyze its performance: Keeping your goal in mind, measure how successful your content is. You might use criteria like keyword rankings, organic traffic, or bounce rate. You should also check it’s relevant to your brand and values, that it’s up-to-date, and doesn’t include any broken links.
- Make a plan: From here, you can decide what content to keep, improve, or remove. You might also find gaps in your content offering and plan what new content to create.
When writing content for a website, you should:
- Have a clear message you want to convey
- Know your audience and their needs
- Be clear on how you communicate and what tone of voice to adopt
- Perform keyword research to decide which keywords to target
- Ensure the copy is optimized and well-structured
If we’re being honest, though, unless you have an in-house content writer, you’re better off working with a content agency that has specialist website copywriters. They’ll convey your key message in an engaging and beautifully crafted way that will really resonate with your audience.
In short, website content is any type of content that sits on your website. This includes written content (like landing pages, services pages, category pages, product pages, FAQ pages, About Us pages, blogs, etc) but also visual content, like visual assets, product images, product demos and videos, and more. Website content serves to inform the user about your business and its offerings. It should be engaging and stimulating, as well as easy-to-follow and well-structured.
When developing your website content, you should consider a few key things:
- Who you are as a business, what your values are, and what your offering is
- Who your target audience is, what their interest, needs, and pain points are, and what actions you want them to take
- How you want to communicate with your audience (written copy, visual assets, videos)
Of course, the easiest way to develop website content is with a content marketing agency that can help both with strategy development and content production. That way, you’ll have experts (like Scribly!) helping you reach your goals.