We can’t emphasise this enough. Great content is the backbone of your website and the driving force behind all successful marketing. 82% of marketers actively investing in content marketing are seeing higher brand awareness and engagement. High-quality content also improves SEO, with 57% saying on-page content is the most effective SEO tactic. When combined with a strategic marketing approach, great content boosts website traffic, enhances customer loyalty, and increases conversion rates. Let’s look at the components of great website content and how they will contribute to your success over time.
#1 Clear Strategy and Goals
Many startups rush through their website content in their eagerness to launch. But defining clear objectives for your website content is foundational. Your content should be in alignment with your business goals and audience needs. It should also factor in your core brand style and tone of voice for effective brand recognition. According to the Content Marketing Institute, 70% of organisations integrate content strategy into their overall marketing and communication plans, highlighting the importance of purposeful content creation.
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#2 High-Quality, Valuable Information
Delivering well-researched and informative content, positions your brand as an authority in your industry. A survey by DemandSage reveals that 81% of marketers acknowledge the importance of content marketing in building brand awareness.
Google prioritises content that demonstrates high levels of experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Your content should:
- Showcase Expertise: Highlight the credentials and experience of content creators.
- Cite Authoritative Sources: Reference reputable sources to substantiate claims.
- Create fresh content: Have a publishing schedule for your blog with informative content your users are interested in.
Information changes regularly in every sector. That’s why we recommend our clients update their site content at least every 18 months.
#3 User-Friendly Design and Navigation
An intuitive website structure enhances user experience by enabling visitors to find information effortlessly. Key elements include clear headings, logical layouts, and accessible menus.
Great content and web design work hand in hand to create an engaging and effective user experience. High-quality content provides value, information, and storytelling, while intuitive design ensures that content is easy to access, read, and navigate. A well-structured layout, clear typography, and strategic use of visuals enhance readability and keep users engaged. Research shows that 38% of visitors will leave a website if the layout or content is unattractive. Additionally, mobile-friendly design is crucial, as 58% of web traffic now comes from mobile devices. By combining compelling content with seamless design, businesses can boost engagement, reduce bounce rates, and improve conversions.
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#4 Search Engine Optimisation (SEO)
Implementing SEO best practices increases your content’s visibility. Utilising relevant keywords, crafting compelling meta descriptions, and acquiring quality backlinks are essential strategies. Our financial SEO services are ideal for forex brokers, banks, neobanks, insurers, fintechs, crypto exchanges and payment providers.
- Keyword Research & Strategy – We identify high-value financial keywords to improve organic search rankings and attract leads.
- On-Page Optimisation – We optimise website structure, meta tags, and content to enhance search visibility and user experience.
- Content Marketing – Contentworks creates authoritative financial content to boost engagement and establish industry expertise.
- Link Building & Authority Growth – Our team will develop high-quality backlinks to increase your domain authority.
- Local SEO & Google My Business Optimisation – Let’s enhance your local search visibility to attract clients in specific regions.
- Answer Engine Optimisation (AEO): We align your content with searched questions to get your site seen first.
#5 Regular Updates
What do you think when you visit a company’s blog, and they didn’t publish anything for two months. That they went out of business? Aren’t following news? Have nothing interesting to say? None of that is good. Keeping your content fresh and up-to-date signals to users and search engines that your company is current and relevant. Regularly updating your web content is essential for maintaining relevance, improving SEO rankings, and keeping your audience engaged. Search engines prioritise fresh content, with Google’s algorithm favouring recently updated pages, leading to higher rankings and increased organic traffic. According to HubSpot, businesses that update their blogs consistently see 126% more lead growth than those that don’t. Regular updates also build credibility, showing visitors that your business is active and trustworthy. Additionally, outdated content can harm your reputation, as 81% of consumers say they must trust a brand before making a purchase. By refreshing content with new insights, stats, and trends, you can enhance user experience, improve search visibility, and stay ahead of competitors.
You might want to consider publishing:
- A regular series that keeps readers coming back for more. Check out our monthly regulations roundups. A monthly roundup of top issues and updated impacting compliance departments.
- Regular interviews and updates from your team. This not only demonstrated relevance but also trust and transparency.
- A mix of long form content and shorter content or listicles. Backlinko reveals that long-form content gets 77.2% more shares than short articles, though it declines when exceeding 2,000 words. Learn more about long-form content here.
- Twice a week is the sweet spot for blog publication with Tuesday-Thursday being the best days to publish.
#6 Authentic User-Generated Content (UGC)
Incorporating UGC enhances authenticity and trust. In 90% of cases, UGC influences purchasing decisions, as consumers find content from peers more trustworthy.
Authentic User-Generated Content (UGC) includes reviews, testimonials, social media posts, or videos created by real customers rather than the brand itself. UGC adds credibility as 79% of consumers say user-generated content highly impacts their purchasing decisions. It fosters trust and engagement by showcasing real experiences, making your brand more relatable and authentic.
Additionally, UGC improves SEO by increasing fresh, relevant content and social proof, which can boost conversion rates by 161% when featured on product pages. Incorporating UGC into your web content not only enhances authenticity but also strengthens your brand’s community, making it a powerful tool for long-term success.
Ready to improve your website content? Talk to our team about SEO audits, keyword research and content marketing.