How to create a website content strategy to generate leads

How to create a website content strategy to generate leads

How to create content for your website

When you create content for your website, it can be incredibly time-consuming.

It’s also a bit of a risk, as you’re spending time on something when you’re not entirely sure what level of interest you will get from it.

So, when creating your website content, it’s essential to have a strategy that underpins it, to generate more sales leads for your business.

How to create content for your website to generate more leads

However, where do you start?

Well, here’s a list of my website content marketing strategy tips for how to generate more leads from your site:

Create content for your website that relates to your services

It sounds simple, right?

Yes, it does. However, it’s also amazing how many business owners create fantastic content, but then wonder why they’re not generating any leads.

A big reason ‘why,’ is that their content is just not related closely enough to what they sell.

They’re making the mistake of creating content without starting with the end in mind (i.e. generating a lead or sale).

Therefore, before creating content, be clear about your objectives for that piece of content.

Do you want to attract a specific type of client? Then create something that talks about their pain points specifically.

Alternatively, do you want to promote a new service package? Write a blog post on the same topic and lead into the sale at the end of the article.

Thinking about your client’s main pain points or struggles is a great way to create a website content strategy to generate leads.

Because you can then write blog articles to solve these pain points or problems.

Not only will you show the reader (your potential client) that you understand how to solve their most significant pain point.

But you’ll also have a natural lead in to capturing their details and generating an enquiry.

Not sure where to start when it comes to marketing your service-based small business? I can help with that. Download my free Ultimate Marketing Checklist by simply clicking the button below.

Use location keywords to attract local traffic

Location-based content is critical, especially if you’re a local business and want to work with residents in the area.

This content would include SEO keywords related to your town, region, state, or country where appropriate.

Use keyword research and website optimisation tools to identify the location-based keywords that have high volume and low competition.

Include these SEO keywords in your title, meta description, and in the page copy on your ‘Contact’ page.

It’s also useful for your search engine optimisation to include location-based keywords in your page copy on other pages and to add a map to your site.

Another way to attract local website visitors is to write blogs about events and activities in the area that have a link to your business.

You could also consider partnering with other non-competing businesses in your area and setting up a partner’s page to profile your companies and share links between each other’s sites.

Create additional website pages

Increasing the number of pages on your website will increase the possibility of your site being returned on the search engine results pages.

With more page content, you’ll be able to rank for additional SEO keywords.

It’ll also help your website visitors by giving them more information about what you do and how you can serve them.

So, how do you create content for your website by adding more pages?

Well, to start, add pages to your main navigation.

However, be careful not to add too many pages, so that it overwhelms users when visiting your site.

Additionally, you could create a secondary menu that sits under your main navigation.

Consider adding service pages for every type of service that you sell in a secondary menu.

As an example, if you were a photographer, then you could have a service page for family photography, as well as for wedding photography, and portrait photography.

Alternatively, if you were a beauty consultant, you could have pages for hair, makeup, and massage.

When you create these additional website pages, think of them as sales landing pages and the pages which are most likely to generate leads for your business.

These pages are the ones where potential clients are considering working with you, so use sales-generating copy, and make the call to action clear.

RELATED: The 10 online marketing strategies you need for a service-based site

Design an irresistible lead magnet

Your website is an excellent place for generating leads.

And one of these simplest and easiest ways to capture a potential client’s contact details is with a downloadable lead magnet.

Checklists work quite well for service-based small businesses, so consider if there is a task which your clients find difficult where a checklist would help.

When creating the lead magnet content, spend time on getting the headline right.

You want to come up with a headline that generates curiosity or urgency and something that a visitor must click.

However, creating the lead magnet is only the first part of the process for generating leads.

Your website or landing page content, sign up forms, and calls to action will all have a significant impact on whether you capture the lead.

Be sure to keep your website forms and descriptions simple and make it as easy as possible for someone to provide you with their details.

If you write too much copy or use a distracting image, you could lose the lead partway through the lead generating process.

RELATED: 15 Types of content marketing you can use to stand out online

Are you not sure where to start when it comes to marketing your service-based small business? I can help with that. Download my free Ultimate Marketing Checklist by simply clicking the button below.

Choose blog categories related to your niche

Just as creating additional website pages increases the possibility of your site getting found, so too does regular blog publishing.

One way to ensure your blog generates leads is to carefully align it to what your target market is seeking help with.

One way to ensure your blog generates leads is to carefully align it to what your target market is seeking help with. #marketing #blog Share on X

There’s no point writing a great article if it’s in no way associated with the services you sell.

It won’t generate you the type of leads you’re seeking.

When starting a blog, a great way to keep it aligned to your business goals is to choose 5 – 8 blog categories that are keywords closely associated to your niche.

Then use these blog categories to guide you on what content to create for your website.

For example, my blog is about marketing for service-based small business owners. So my blog categories relate to my niche – content marketing, email marketing, and website marketing, to name just a few.

I only write blog articles that relate to my niche, so that I attract the kind of clients who are seeking my help and are likely to want to work with me.

Another way to generate leads from your blog is to include links to your content upgrade or lead magnet.

Again, make the download process as simple as possible for people to follow so that you maximise the number of leads you generate.

As a general guide, be sure to include at least three links to your lead magnet throughout your article.

If you include a link at the top, middle, and bottom of the blog you will also capture those who may not scroll to the bottom.

RELATED: How to start a blog for your service-based business

Implement SEO copywriting techniques

There are several techniques that SEO copywriters use when creating an organic website content strategy to generate leads.

These include:

  • Conducting thorough SEO keyword market research to identify the right keywords
  • Using SEO keywords in the titles and meta descriptions of pages and posts
  • Wrapping SEO keywords in the <H1> Header title in the page copy
  • Linking to internal and external pages to increase the authority of the site

In addition, SEO copywriters use persuasive language in their writing to encourage more click-throughs and leads.

RELATED: How to choose the right keywords for your target market

Add a personal story to your ‘About’ page

One of the most visited pages on a service-based business website is the ‘About’ page.

This page is the one that potential clients click on when they are considering working with you and want to build up some trust.

Consider sharing content that contains a transformational story or one that touches on the same pain points your clients are experiencing.

Sharing a personal story on this page is a great way to show your potential clients who you are and what you can achieve.

A personal story is also great for building trust and starting a relationship.

In addition to the personal story, also include a call to action or invitation to contact you.

If you want to generate leads from your ‘About’ page, you’ll want to make it as easy as possible to get in touch with you.

So, these are my top tips for creating a website content strategy to generate more sales leads for your service business.

When you implement these tips, you’ll be well on your way to driving more qualified website traffic to your site and attracting more leads to grow faster and with ease.

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Hayley Robertson
Hayley Robertson
Want to attract new clients, make sales, and grow your business without the stress and overwhelm? That's where I can help! Join the My Client Strategy Academy. Or learn more about my Business Breakthrough and Find Your First Clients coaching programs. Before starting my business, I spent more than 15 years working for some of Australia's largest service-based organisations and hold a Masters of Business Administration (MBA) and a Bachelor of Management (Marketing). Learn more about me here.