Essential Website Content Checklist
At A Minimum You Need These Items
About You/Your Business: There should be - at the very least - one snippet of text on your website that communicates what your business does, its value, and how it can benefit your customers. If you don’t write it for your customers to read, write it for the search engines that need valuable keywords to understand what your website is all about. Almost every website has an About page or at least an About section on a homepage, or elsewhere, to help orient people who are new to the site, and new to your business, about what you are all about.
Product and Service Descriptions: This would appear to be a straightforward need, but it’s really not. Depending on what you are in the business of, a product or service description might manifest in different ways. If you sell memberships, it’s fairly standard to present some form of benefits list to help people understand what they will receive if they subscribe with you. If you sell physical products, you might write a short narrative to appeal to a potential buyer’s emotions, while also writing a list of attributes to pair with that narrative to appeal to their sense of logic.
Images: High-resolution photographs are a staple of website content and most likely always will be. The topic and purpose of the images you place on your website can be varied. You might have a great collection of photographs of your products or your store. Or, you might not. You might not have any images at all. In which case, you (or we) could source stock images for you.
Video: Nothing generates empathy and interest more than being able to see a human communicate with you in high definition. Businesses can use video in countless ways, from how-to videos to testimonials, monologues, reviews, news clips, the possibilities go on and on.
Your Process / Differentiation: What makes the work you do stand out? Why are you the person people should come to for what you do? Is it the way you do something? Is it an ingredient you use? Write a paragraph or more describing what makes you stand out. Or, you might take a literal approach to this kind of topic and explain the steps you go through when you deliver a service or craft a product. These kinds of statements make for great snippets of text content to place through the site.
Why Statements: Similar to an about section, you might include a series of "why" statements that explain why you do what you do. These can help humanize your business and add to the story of your brand.
Testimonials: Consumers respond incredibly well to social proof created by their fellow consumers. The research backs this up. You can include reviews from your customers in various ways on a website, including porting them over from another service, allowing people to write them on product pages, and even allowing comments on your blog posts (If you have a blog! See below!).
Common Forms of Content
Blog Posts: Blogging is a great way to build content on your website, share your thoughts, educate your audience, and give visitors something to chew on while they decide what kind of action to take. You don’t have to think conventionally about a blog, either. We don’t! It’s a format more than anything else. You can use a blog to write help articles about the things you sell. You can see it to write tips to better utilize your services. When it comes to content marketing, there’s a lot you can do.
Event Calendar: If you actually host events or just have a lot of time-sensitive information you need to share, a calendar or event list on your website is a great way to do it.
News: Want to publish your business's press releases or just company news in general? We can create a news feed on your website.
FAQ: Publishing a robust FAQ can save you from answering a lot of customer inquiries. It also fosters a sense of care that you provide those answers for immediate retrieval on the site. Having that kind of content on your website can go a long way toward earning user trust.