How can you create targeted content on your website to attract customers?

Here's step 4 in agency website design: Your website content must answer your customers' questions.

Once the strategy has been validated, and the user experience and keywords related to their searches have been identified, comes the content creation stage. Writing content for your target audience will need to take into account the personas targeted by your organization, search engine trends and, of course, your service offering.

This is where we come in.

Drafting remains one of the most testing stages for the company. It often highlights the lack of alignment within the organization. That's why it's vital to have key messages, personas and a clear offer to avoid internal conflicts between operations, sales and marketing during the project, or worse, once it's finished.

In the copywriting stages, you must advocate the customer's interest above all else. The reading experience must be aligned with the search intent. It's difficult to know with certainty the intent of those who visit your website, which is why you need to make sure you're as relevant and linear as possible in what you say. Many will try to convince you with " ... the right content, at the right time, to the right person... " and since it's difficult, if not impossible in some cases to guarantee this promise, it's far more important to ensure that your content will be easily found/indexed, in an easy-to-remember place and preserved for future reference. This way, despite your visitor's lack of time, your content can be consumed in a timely manner according to their availability.

There are 4 types of pages.

Navigation pages

The purpose of navigation pages is to direct people to the content they're looking for; examples include the home page, landing pages and galleries.

Content pages

Content pages are the substance of your site and the reason people visit it. They will inform in relation to the visitor's interest and will be indexed primarily when searches lead to clicking on an organic link; examples include articles and product pages.

Functional pages

Functional pages allow people to perform a task, such as performing a search or validating a newsletter subscription; examples include search pages, submission forms and applications.

Landing pages (often called landing pages)

In digital marketing, a landing page is a self-contained web page created specifically for the purposes of a marketing or advertising campaign. This is where a visitor "lands"  when they've clicked on a Google Ads ad, for example. Landing pages are designed with a single objective in mind: to convince. The call to action is therefore essential for this type of page.

Depending on the objective to be achieved with a page, you need to adapt your copywriting in order to direct, inform, accompany or convince.

Optimized copywriting

The diagram below demonstrates the synergy between users, search engines and your content. The crossover between a clear product/service offering, search terms targeting your users' interest and optimized for search engine indexing guarantees success in terms of conversion volume. However, neglecting any one of these three components will have a downward impact on traffic volume and consequently cause a decrease in conversion volume.