It sometimes seems natural to want to write content on your website that uses robust vocabulary and how good your company does something. But your website audience is on your website hoping your company can create a solution for their needs. Whatever messages you are trying to get across on your website remember one thing – you are selling. This doesn’t mean you are asking the website visitor to buy now but rather you are trying to create rapport by establishing though leadership, increase search engine rankings or maybe showcasing case studies. So your content needs to be engaging enough so your audience would consider your company.
Take a look at your sales funnel. As you examine the opportunities in your sales funnel you can start seeing trends about people are asking for or possible objections they may have. You may also see trends in what people are buying. Now you have subject material worth writing about that could engage more potential prospects. Here is how:
- List each opportunity in your funnel by stage
- Create a list of common objections or questions you may hear at each of those stages
- Write content that addresses those objections or questions
- Map your new content to those stages and let your sales team know where those pages reside so they are armed with relevant content while on the sales trail.