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Developing Website Content that Generates Leads (Part 3 of 8)

Posted by Ellen McKewen

Note: this entry is part of a series about using marketing to generate leads and enhance brand awareness. To see previous post, check out the Sales & Marketing topic.

Creating content for your website can be challenging. In today’s seemingly digital society, your website is often a prospect’s first impression of your company. Your content needs to engage website visitors and get them to trust your company. 

Here are two key ways to improve the content of your website:

1. Helpful Information

If your website content is only about you and your sales messages, people will skip over your content and ignore your website. Your content should be useful to your target audience and address their challenges. Here are some ways you can provide valuable information to your visitors:

manufacturing website checklistsChecklists – Simple checklists that your website visitors can download is a great way to keep your company top of mind with them. They’ll view you as the subject matter expert who provided expertise about a particular topic.


Sales and Marketing manufacturing whitepapersWhite papers tend to be more in-depth pieces and are typically based on data. If you’ve conducted research, a white paper would be a great way to publish your results.  Website visitors can download your white paper and read your report, providing your industry credibility. White papers are a great way to generate leads. In fact, white papers will be the next topic in our marketing blog series!

Sales and Marketing manufacturing blogging

Blog Entries – By publishing content through your blog, you can help your website get found and establish an online “resource center” for your target market. For more information about blogging,click here to read our Blogging 101 entry.

Sales and Marketing manufacturing ebooks eBooks –You may have encountered eBooks on the web. They are smaller online books about a particular topic or concept. They typically involve visuals, include graphics and are more casual or informal than white papers.

 

If you don’t have someone available to write content for your website, there are many freelance writers who specialize in this area. 

2. Business Storytelling / Case Studies

Storytelling through case studies demonstrate how you’ve helped customers, but are different than simple testimonials or recommendations.  They allow readers to connect with similar companies that you have helped through your products or services. Case studies typically follow this format:

  • Introduction to the Client – This section provides background information on your client.
  • Problem – Explain the main obstacles of your client before you helped them.
  • Solution – How did your products or services assist them in overcoming their challenges?
  • Impact – Quantify the impact of your products and services. 

Remember, 83% of Internet users say that a company’s website has made an influence on their purchasing decision. By providing useful content and sharing case studies, you can help drive more website visitors and leads!

In Part 4 of the series, we’ll provide more information about using White Papers to generate leads. Stay tuned!

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