Alternative Content Development Strategies
Most web sites seem to stick to a predefined pattern. The home page promotes the business, perhaps some advertising of their own or related products, an about me page and perhaps a shopping cart portal. When it comes to content development, sometimes it pays to think outside the square.
There are alternatives to the traditional web site and these alternatives may just give your web site the edge when it comes to competition. You could consider adding these to your content development strategies.
- Staff Profiles: Easy to read profiles for each staff member that the visitor or shopper are likely to encounter. It is always nice to be able to put a face onto the person you are dealing with. Visitors and shoppers will feel far more comfortable interacting with someone who is human and does not appear to be a robot.
- Agency Profiles: If you have offline shop fronts then include profiles (including maps) on each of these shopfronts. If you run affiliate programs then you could also display short profiles for them as well.
- Product Information: This is so important. If you are selling products or services then provide reviews of them. Include where possible customer feedback stories.
- Product FAQ’s: Following on from the previous point. Provide a FAQ section answering those frequently asked questions. Be clever and group related topics together and make it as user friendly as possible.
- Produce ‘How To’ Sections: Don’t leave everything to FAQ section. Don’t wait for questions to arise. Dedicate pages to how to use, how to maintain, how to service, how to return for warranty and/or how to upgrade.
By providing this information your customers are going to feel a lot happier about dealing with you. New customers can see that there is support available. Existing customers know where to go for help before harassing you. It also demonstrates a high level of professionalism which is priceless when it comes to happy customers.
Your web sites content development strategy should be an ongoing issue. You should be reviewing it on a frequent basis. If you do have staff profiles and a staff member has left, remove the profile. You will most likely need to add a new one at the same time.
It doesn’t really matter how good your content development is if it is not maintained and kept up to date on a regular basis. Your content is what your visitor sees. It is what sells you. Use it to your advantage and you can reap many rewards. Let it become stale and it becomes a white elephant.
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