Here are 74 ideas on where to find content in your business and workflow so that you can fill your website with interesting, informative content that will lure people into your website and encourage them to trust you with their enquiry.
Create Great Content and Do it Efficiently
Show the world how the magic happens in your business with information, content and ideas that you can provide. Invest in your website success. We’ve prepared 74 terrific ideas for content that you can add to your website so that Google will love you.
Google Loves Great Content
If you want your website to pop and smash your competitors down the page then you are going to need a website that has:
- detailed and informative text and lists
- quality photos, videos and audio
- presentations, charts and documents
- testimonials, specifications and reports
Every page is a fishing hook
Do you want a hand line with one hook dangling off the jetty or do you want a giant fishing trawler net scooping up everyone on the internet that needs your products, services and expertise? Share your knowledge, experience and information with your web designer in digital form, ready to publish, a.s.a.p.
It’s more than just words
There is a lot more than just words and images that you can put onto a page of a website that will help with your content creation expansion including audio, video, slides, pdf and doc.
Don’t write for the search engines
Don’t write and design web pages for search engines, create a web page that is great for a person to read and has got headings and pictures, video, maybe use some slides from a PowerPoint.
Create interesting pages
A variety of information presented in interesting ways, lets your visitors interact with the page in the way they are most comfortable. If they want to be interactive and watch a video, they can, or if they want to listen to an audio, they can do that.
Your efforts will be rewarded
When you put a decent effort into the pages of your website the search engine algorithms will do their part to help get people to your website. When you clearly have made more effort to construct your website and not just smushed together a couple of paragraphs of text there is a visible difference. If what you are writing and explaining is useful then people might share it on social sites.
Be helpful and high quality
The bar keeps getting raised as to what is detailed, useful, informative information, if you aren’t writing up brilliant answers for your potential clients to find then you can bet that somewhere out there is a competitor that will be.
A few sentences on a page won’t cut it
If you’re building a website and just putting a couple of bullet points and a sentence or two on a page and expecting that to appear in a search engine for that keyword, you’re going to find that’s quite unlikely. We have transitioned from the past when from a time when you could trick your way that the search engines by using crafty application of keywords and questionable prominence tactics.
Search engines can measure quality
The engineers of the search engines are spending a lot more time making sure that the web pages that appear higher in the top of the search engine rankings are of greater detail, higher quality, and authentic authority.
Write with the potential reader in mind
Write for your potential customers, write something that you would be interested in reading, draw on real life experience, demonstrate outcomes and evidence, summarise solutions and make your web pages and blog posts practical, actionable and original.
1. Record Video
- Video clips of your staff, business, processes and more, demonstrate the experience of being in your business via a video clip shared on YouTube.
- Get a tripod for your phone or camera
- Hire a time-lapse photographer
Ideas for improving your video recording: youtube.com/watch?v=Utq0rbtmjP4
- Audio (can be captured as video) explaining your business, benefits of working with you, what makes your business special for the client
- There are audio recording apps for phones or you can get a dedicated recorder
Ideas for improving your audio recording: youtube.com/watch?v=WAPY6HVdnNs
3. Points of difference
- Clear list of benefits and reasons that you are awesome, what makes your business special, why would someone choose you instead of your competitors?
What are your points of difference: youtube.com/watch?v=2j0_g6_piwg
4. Customer Complaints
- List complaints that clients have (maybe complaints about competitors or similar products or services) which you seek to solve for them or avoid
- How do you address these complaints, what do you do to allay their fear of loss.
What can you do with customer complaints as content: youtube.com/watch?v=qYmj0QRyFYU
5. Buyers remorse
- What do you do, say, give or fix to reduce the likelihood of ‘buyers remorse’ after a transaction is completed?
Turning buyers remorse into useful content: youtube.com/watch?v=NK8q9HiR3PM
6. A day in the life of
- Tell a story of a day in the life of a potential customer that visits your business, gets a quote, goes ahead with a purchase
- Write it out and sketch some diagrams
- Or capture the process as audio or video and we can transcribe it later.
How will you capture your day: youtube.com/watch?v=Bj8U_sYCzRA
- Professional quality photos, of your team, product, places, customers, location, experience, service and anything else relevant.
- If you don’t have the skills and equipment then hire a professional photographer
Improved utilisation of photos: youtube.com/watch?v=J9cDD9NLbQQ
8. Presentation files
- PowerPoint presentations that you show clients which explain features, products, benefits, criteria, examples and styles.
Repurposing powerpoint presentations: youtube.com/watch?v=8JkNP-dzPrM
9. Fact sheets
- Fact sheets about products and services with tables and data with in depth information
Fact sheets as website content: youtube.com/watch?v=_obD5T-Orfs
- Question and Answers your clients need
- Frequently Asked Questions (FAQ)
Frequently asked questions for website content: youtube.com/watch?v=8SrPLDJrz24
- Graphics that you want to use that you have made or that have been created in the past that show an aspect of your business, product or service.
Graphics for website pages: youtube.com/watch?v=kgMWEq5lVpM
12. Requirements list
- List of conditions your clients must meet or requirements and recommendations
- It could be prerequisites for visiting your office for a quote.
Repurpose existing checklists
There’s lots of different information we have in our businesses that could become content for our website. And one of this could be a requirements list. So it could be like a Terms and Conditions or a list of things that people need to bring to an appointment or it might be a list of pre-requisites before you can get a home loan. Or it might be a checklist of what to try and remember to bring before your appointment with your financial planner.
What lists do you have already
Many businesses will have a list or checklist of requirements just sitting in a folder somewhere that they email or print that off to show to a client. This type of document can be placed on your website as extra content; not necessarily on the homepage, it could be in a resources page.
More content is good
This is a generalisation but if we had a choice between a website with 2 pages and one with 20 then we’d probably prefer the 20 pages assuming the pages are of equally good quality and depth. The more pages a website has that can be indexed by the search engines the greater the possibilities of your website being discovered by potential clients.
Write a long, definitive list
If you’ve got a page in your website that is the definitive list of the things to take to the dog grooming parlour before your poodle has his hair washed then stick it on the website so that when people are looking for a checklist before they go to the dog groomers, they find your page on the internet. It doesn’t mean they’re going to buy from you necessarily but you’re being helpful, informative and maybe they can become your customer or at least link to your list so that other people and search engines can find it more readily.
Look for lists on your computer
Have a look through your My Documents file or wherever you store the files for your business and see if you’ve got a checklist or a requirements list that you can use as content for your website.
Video and audio thoughts about requirements lists and checklists
How can a requirements list become a web page: youtube.com/watch?v=HyoK7cCS7Uk
13. Biography (Bio)
- Potential clients may want to know who you are, what you do and how you arrived to be at the business you are in. A typical bio is where you emphasize your credentials, a bit like an resume. Most bios are something like this, they tend to be factual and informative.
- Another way to present a bio is with a narrative, a story. This type of writing allows you the descriptive wording that can make your bio more interesting and a path to the present.
- When writing your bio, consider your audience. If your goal is to capture enquiries about home loans then your bio could describe your expert qualifications as a mortgage broker or banker.
Will you write your own bio
Potential customers are sometimes interested to know who you are, what you do, how you arrived to be at the business that you’re in and why they might like to work with you. Aim to craft your bio in a way that emphasises the credentials and information which people will find interesting and relevant.
You might leave out some details which don’t provide helpful context or lack relevance to the current business. That’s not to say you need to leave them out entirely but possibly make them less prominent such as a list at the end of a page or a link to a printable pdf or linkedin profile.
Make it more interesting than a resume
A bio in a traditional resume style tends to be pretty factual, full of dates, names and places. Avoid that and make it interesting for the reader. Tie the past experiences back to how they apply to the present. Rather than simply saying that you worked at a certain company and then another try weaving them into a paragraph that talks about what your business currently does and what previous experiences have given a starting point for the new knowledge.
Another way of looking at a bio which can be more interesting to produce and certainly to write can be as a sort of narrative or a story. This might take a little bit of time in editing but it gives you a chance to make it a bit more interesting for the person who’s reading it and interactive in that they can imagine they are there with you. Crafting a story like this is not an easy task and will take many revisions but it could be well worth the effort if you want to engage your customers brain in the romance and ideals of the path that led to your business being established. Such stories can sometimes be heard at cellar doors in the vineyards and are the staple of budding entrepreneurs around the world who want to draw people into their ideas and motivation.
What is your story
When someone rocks up to your website and reads your bio, instead of it reading like a resume, make it tell the story of how you were working in a big corporate business and you were dissatisfied and you decided to go out and do your own thing, to follow your idea of setting up an independent business and consulting to other businesses on your own terms, unshackled from the 9 – 5 commute. Tell the reader how you thought about what you would do and engage the minds and emotions of potential customers who like the idea of being part of your new business. Help your customers to connect with the vision of your business and how that relates to their futures. We love to be lead by people who have diligent and purposeful lives, be that person for your customers and investors.
Who will be reading your bio
Consider the audience, don’t write this for yourself as if you were doing a job description for your next employer. Think about what people who are going to be turning up on your website are going to be interested in knowing more about you and your business.
If you are a mortgage broker and you want enquiries about home loans, then a bio for your website could have details about your own home purchasing experience or investing. Share with your potential clients some stories about home loans and finance and how you’re in banking and enjoy helping people get into their new homes.
Aim to make your bio interesting for the person who’s reading it so that they are likely to keep reading and fully absorb your purpose and style. Give people access to your personality and help them understand what motivates you to get up in the morning and excel.
Make your personality available
In general business owners and industry leaders appear to be giving themselves permission to be more personal and not so much concerned with portraying an image of big corporate interface. If you are a big corporate then you want to be reasonably sensible and clear but that doesn’t mean a bio should be bland and impersonal or full of banal details about what job was done in what year.
Comfort comes from friendly knowing
Give yourself an opportunity to present your personality in a way that people will feel comfortable in dealing with you. It will take some time to put together an easy to read and interesting bio but you could record the details as an audio and have someone write it for you if you don’t feel up to writing all the words yourself.
Video and audio thoughts on bio writing for websites
Biographies can become website text content: youtube.com/watch?v=EhS0j7F1DtA
14. Supplier Websites
- List your favourite supplier websites that you like the look and feel of, capture some of the information from there as a quote or excerpt.
- You can use this list to direct clients to wholesaler websites where they can see more of the products that you sell.
- This list will also help you with ideas for your website content and guide your web designer
What supplier websites exist
Businesses often have some kind of supply chain which means there are websites that are wholesale providers with detailed information like products or diagrams or specifications.
Overseas supplier websites with information
Take an example of a company that sells train rail repair equipment and their supply company is overseas. Rather than simply sending people to the supply company website which was in another language we create a localised website which has information that is most relevant to the customers. It’s great to let customers know that products are backed by an international organization that has been in business for a long time but we want to give a sense of the local confidence too. With permission of the supplier use whatever information, documents and credibility is available to reinforce the quality of the local company.
Leveraging suppliers with very detailed websites
A very detailed and well constructed wholesale website that doesn’t favour any single retailer is quite common in clothing and fashion businesses. It’s quite time consuming to replicate product information across to your website and when there are thousands of products and those products change seasonally you really need to be making a decent profit on the products so that it’s worth the effort to repurpose the wholesale content.
Copy and pasting is not a solution
Google does not look kindly on information that is copied from one website to another. A typical outcome of such effort is that the page which is the copy will be ignored and it won’t help with your search ranking or get you listed in search results for any prominent keywords.
Alternative to having a shopping cart
Rather than building a full shopping cart you may prefer to build a summary website that has all your advice and solutions crafted in a format that is still entirely useful to your potential clients without listing thousands of products. Such a website can have logos and example products of the brands supplied and explanation on why that product range is a great choice for the customer with links to the wholesale site for specific products.
Wholesale websites without pricing
Wholesale suppliers who provide a website that doesn’t have pricing on it are a handy tool for a retailer to present product ranges to customers without having potential sales made directly with the wholesaler. The customer gets the benefit of a local point of purchase, local knowledge and detailed information about the products online.
Most wholesalers have pretty good photos on their website and some product information. Retailers that want access to higher quality photos or other artwork usually can source it by contacting the wholesaler.
Ask the wholesaler for a link back
Some wholesale websites will have lists of retail outlets. Every extra relevant link to a website can help it rank better so go ahead and ask for a link back to your own website. Not all supplier wholesale websites will do this or will have space for it but make use of those that do.
Borrow ideas from other retailers
The list of retailer websites on a supplier website can help your web designer to give you a better website because they’ll have lots of examples of products that you sell and may be able to find great sample websites of other retailers.
Audio and video thoughts about using supplier websites
Sourcing material from a supplier website: youtube.com/watch?v=BkpyF7AKxmo
- Type up some sample blog posts (or if you aren’t going to type them up then audio/video blogs can be transcribed later)
- If you aren’t sure what to put in a blog post think back over the past 2 weeks and pick out 10 clients, sales or projects to describe
What is a blog
A blog is kind of like a news part of your website. And another way of thinking about it is that it’s information which is good to have on your website which you would like search engines to find and people to find but you don’t really want it within the navigation menus and the structure of your website.
What can a blog contain
A blog can have pretty much any kind of information on it that you can find on a webpage. A traditional style of blog is like a sort of story but you can write a blog that is technical, news, brief or lengthy, whatever suits you.
Your blog posts can include PowerPoint presentations, audio, video, pictures, text, excel spreadsheets, twitter quotes, facebook posts and lots of other media types.
Blog posts can bring people to your website
But every blog post that you put out there is like another little fishing hook in the ocean of the internet to get people back to your website. So if you write a blog post that helps people decide whether they’re going to pick between two products then there might be someone out there who’s seeking that comparison. If you provide a good comparison, there’s a possibility they’ll contact you.
Ideas to write about on your blog
If you’re not sure what to write about in your blog there are plenty of companies that can write blogs for you and you can read other blogs for ideas, check facebook to see what people are talking about, read discussion groups on linkedin, think about the questions that customers have for you or their concerns.
Emails as inspiration for blog posts
We provide blog writing as a service to some of our clients but you could have a friend write a guest blog post or a staff member. If you still get stuck for ideas, look through your past emails and find ones where you’ve answered questions or written a detailed response.
There are probably emails you write that are a bit more detailed than a typical one sentence answer which could provide a great starting point for a blog post, where you’ve tried to explain something about a product or allay a customer fear or concern. And that information with a little bit of tweaking may be easily suitable for a blog post.
Blog posts don’t have to be big slabs of text
Don’t think about blogs as being just like news or essay length texts. A blog post could be as simple as a few lines of text and a photo. If your business does garden renovations you might explain about a job that you did recently and share some photos and maybe even a video. Your blog post can have quotes or segments where you take excerpts from social media websites.
What else can you embed in a blog post
Twitter, Scribd, Flickr, Rdio, Instagram and Vimeo, plus a lot more, there is a full list of the default supported embeddable items here: codex.wordpress.org/Embeds
Many other websites provide some code that you can insert into your website as HTML to create a custom embed too even if it isn’t supported by default in the WordPress code.
Your blog as a place to publish
Think of it as a content place, a starting point for where your information can be on the internet.
Audio and video recording on thoughts about blogging
Blogging is at the core of website content creation: youtube.com/watch?v=UX2InCjGvQE
- Written testimonials, photos with happy clients, video testimonials
- Check facebook for comments people have posted on your wall
- Show examples of your work (portfolio)
Aren’t they great when you receive them? Give some testimonials. That’s a really easy way of getting a few back but you might also make somebody’s day.
Invariably as a business, eventually you do receive some testimonials which can be handy to add to your website. They could be as direct or simple as a couple of lines of text. The testimonial might include or be a photo.
For example, let’s say you sell fireplaces, maybe you can convince people to take a photo of their fireplace in their home and send it to you or you take some photos while you’re there installing it. Or if you sell art you might ask some of your clients to show you a photo of where they put their art up in their house. Even without you prompting them for a testimonial they may even like to do that because they can show off like, “Oh, here’s a photograph of my installation.” to upload to Facebook.
There’s lots of different ways of getting a testimonial. You can make a video recording by setting up your iphone to record a video and customers can talk about what they experienced. If your guest on the video is a bit hesitant you could ask them questions in an interview style which they could answer.
You may find that clients send you an email at the end of project saying something nice such as; “Thank you. Everything’s going great. Good experience.” It may be short but that is a potential testimonial.
Capture that thought and just write back and say, “Thank you, I’m really glad you are happy. Would you mind me using this as a testimonial?” Most likely that client will reply to your email and say “Yes of course” or “No, but can you use this instead?”. Since you are not outright asking for a testimonial it’s not like you are imposing extra work on the person that is writing the testimonial.
Testimonials as website content
Reviews, testimonials, examples of your work are very, very good for website content. You can make them extra authentic by including a photo or video. If you receive a written thank you note or card then it can be scanned in and used as a testimonial and makes it more believable.
Do not write your own testimonials
Please don’t write your own testimonials because people will figure it out and it’s probably against consumer laws in many countries so do the right thing and just capture them as you go, as you go and put them onto your website.
Video and Audio thoughts on testimonials
17. What is it like
- Describe what it feels like to be a client at the end of a successful project or purchase
Develop a persona and experience story
What is it like to be a client in your business? If you can describe the experience two things will happen. Hopefully it will clarify for you what it is that people come to you for and why they like you. People can relate to stories much more readily than facts so create a profile of a client and the story around them as they experience your business. The feedback that people get on podcasts and presentation talks is that a story that’s relatable and memorable is easily the standout moment for someone when they’ve listened to information.
Imagining a compelling customer experience
If you can put pen-to-paper or voice-to-microphone or voice-to-camera and describe what it’s like to be a client or a customer of your business then you can begin such a story. First think about a real customer and then extend from there so that you don’t get wound up in a totally superficial and unbelievable concept. Let’s imagine that you’re a Fish and Chips shop and you’re going to describe what it’s like to be a customer, you might include a line like, as you walk in the door on a cold winters day, your nose will fill with the scent of hot chips and you’ll see the heaters overhead warming the room even though outside it’s cold and rainyYou buy your hot chips and you open the package and it’s delicious. Engage the reader in the story.
Using the experience story on your website
You can use the ‘what its like’ story directly as content but it can also help guide what else might go on to the website. For example, you are writing a page about a service you provide. If you’ve got this little story about what it’s like to use that service it can help illustrate that service experience and make the description more tangible and realistic whilst simultaneously steering you away from hyped marketing phrases.
Think about the customer experience
Get your brain engaged in thinking about the mindset of the customer that comes into the business, what they experience, what they can expect, and how they will feel, what they will see, what they will potentially taste, touch, smell, what senses they’re going to interact with and how it will evolve from never having talked to you to being part of your client base.
Audio and video thoughts about this topic
Extra content for your website: youtube.com/watch?v=6ryge4HdhG8
18. Your best photos
- Your 10 best photos for the homepage
- 5 photos for every other page or section
- A photo of you and your team
Find your best photos and reuse them: youtube.com/watch?v=QDUeFY7n9pU
19. Captions for photos
- Captions for your photos, can be title/subtitle or a description
Why are captions for photos useful content: youtube.com/watch?v=dTGwGvISnvQ
20. Photo filenames
- Name all of your photos with your keywords and describe what the photo is, eg. Don’t supply photos that are called IMG00573.JPG, change the file to be: something-service-product-keyword-experience.jpg be creative, be descriptive, up to 220 characters long (1 sentence)
- Do not use punctuation or & in filenames
Photo file names are helpful optimisation: youtube.com/watch?v=2224mORByDg
21. Give away offer
- Decide what has high perceived value or something special to give away, a special offer, a deal, item, experience, service, taster, tempter, demonstration or benefit that can be promoted to encourage people to fill in an enquiry form or make contact.
Using give away offers to add to pages and lead generation: youtube.com/watch?v=OV8aYSWyOww
22. E-books and reports
- E-books, research documents, whitepapers, other long form information for people interested in really digging deep into your offering. The ‘long tail’.
Ebooks and reports are favourites for internet marketers and marketing in general. These can take so many different forms and may be combined with drip-feed emails or video training courses.
Ebooks don’t have to be lengthy
An ebook doesn’t have to be as long as a printed book. And ebook could be a 10-page summary of What to Do When Someone is About to Book Your Service. Or it might be A Guide on How to Compare Offerings From Different Companies. It can be based on PowerPoint slides. People don’t necessarily want to read super long books so it might be a good idea to keep it fairly short and just keep it to the headline information unless you have a very compelling and interesting story to tell.
Tell a story but don’t write a novel
If you are aiming to write an ebook don’t think about an ebook as being like a novel style book. Think of it as more like a quick report, a summary, something that you can produce fairly promptly. Write your ebook in Word or Pages and save it as a PDF and that can go on your website.
Build a mailing list using your ebook
You ebook could be used to capture enquiries as, “Fill in your email address and get our free guide on how to do this.” Or it could just be on the website as a piece of content. It could be linked from the product that you’re promoting, a book that says Here’s How to Use This Product or How to Install It, or something like that. And then the search engine will come along and read in the text from that ebook PDF and index that so that your website has an extra credibility for that topic.
Ebooks as website content: youtube.com/watch?v=egJucDVe28s
23. Expertise described
- Your expertise and experience in story format and as a bullet point list
- If your work history is important to potential clients, create a traditional résumé that includes a list of your skills
Describing and transcribing expertise: youtube.com/watch?v=WyZcz8H4rr0
24. How to guides
- Create tutorials or “how to” guides.
- Choose topics that your clients are likely to find useful or entertaining.
Create a how to guide: youtube.com/watch?v=NptPOScBYWs
- Statistics and statistical analysis presented in an informative and interesting way
- Find an interesting angle and compare one set of data with another
Statistics and data as website content: youtube.com/watch?v=zbEtLg2-uck
- Spreadsheets with calculators and data
- Links to online calculators
Can calculators be part of your resources
If you have existing clients who you want to give access to calculators along with other resources they may find that useful and helpful particularly if you are referencing to those resources in your communications with them. There’s probably not a huge amount of value to be had if you are a mortgage broker putting a calculator in your website because people will have probably been through other websites with those calculators already. If it’s free and you can add it and it looks all right then fair enough but I wouldn’t spend a lot of money on it if there’s heaps of those calculators out already. If you can create a new calculator that maybe isn’t already done to death, then that could be interesting.
What sort of calculator could you have
Let’s say you’re an engineering company and you manufacture pumps for dams. Perhaps there are not many websites out there that explain how you do the calculation for pumps that go in dams. It could be quite a complicated calculation but you might create a rudimentary dam pump calculator that gave some idea to the people visiting your website what kind of pump they should choose for their requirements.
Example purpose for a calculator
In this example your website could have a calculator that requires entry of the dam size of the dam, the quantity of water you want to pump and the calculation provides an estimate on the pump size required. Such a calculator could feed into a sales process or enquiry forms once a calculation was complete or offer to provide assistance to pick the correct pump.
Calculator as a lead generator
A calculator that is simply presented on a website can be used to lead in to an enquiry as described above or if there are other businesses that might like to have your calculator on their site you could give away access to the calculator and to get some links back to your website as a criteria for embedding the calculator for free on their website.
Consider the kind of calculators that you have in your business or calculations you do that are fairly basic or on the fly in your head and how they might transpose onto a website or a spreadsheet.
Adding to web pages with calculators: youtube.com/watch?v=mA_LBS6chq0
- Diagrams, charts and visuals
- Infographics. These are graphic visual representations of information, data or knowledge. These graphics present complex information quickly and clearly. Plan an infographic covering a recent topic within your industry and create it yourself or get our illustrators to draw it.
Considering the creation of infographics: vimeo.com/69817904
- Write reviews on your products or books, software, services, locations or other things that you, your industry or your clients use and consume.
- People will be interested in honest, open reviews, where the you list the positive as well as the negative aspects of something.
Reviews published onto a website for content: vimeo.com/69792870
- Articles. Most businesses do some sort of research. Take advantage of your expertise and provide articles that draw on it, add photos and references
Article writing for website content: vimeo.com/69792872
30. Services list
- Whatever it is you do, if you offer consulting, coaching, speaking, planning, designing or any other services related to your area of expertise, create a page that describes your services
- Make a full and detail list of services and group the services into categories
Services listing is critical website content: vimeo.com/69792869
31. Example clients
- A list of sample clients that are known or well represented brands so that potential clients can compare if their project is a good fit for your team and assess your expertise in your particular niche
Example clients as web page information: vimeo.com/69792870
- List of awards with graphics, photos, news references or supporting materials
- Show the trophies and crests or badges
33. Sales questions
- Sales questions to use on a quote request form or page.
- What are the essential questions you ask to help assess a clients requirements
34. Contact details
- The contact information you want published.
- Contact details can be at the bottom of every page on your site or on a special contact page.
- We can also create an enquiry form to let your site visitors contact you easily.
- Maps or information about local services and facilities that are nearby
- A calendar of events
- Can be connected to a Google Calendar
- Could be interactive with bookings
37. Before and After
- Before and After, the experience of how your product or service helped a client.
- Photos showing the before and after can be very compelling and show change.
38. Client photos
- Photos from your clients showing them using your products or experiencing your service in a positive way
39. Tips lists
- If your product or service lends itself to short tips then write up a series of them
- Could be a numbered list of priorities
40. Crash course
- A crash course in some aspect of the usage of your product or service
- Can be text, audio, video
- Possibly sent out as a time delayed email newsletter with auto-responder software
41. How to
- Answer ‘How to’ questions of potential clients. People are always typing detailed questions into search engines.
- If you can solve problems for your visitors they may stray onto your website
42. Historical info
- Historical data and detailed analysis of past performance of products
- Reviews and critiques of historical methods of doing the same things that you do now
- Graphs of change in historical data or trends over time
- Interview, staff, clients, other business owners, authors, educators.
- Interview an expert in your industry. Send the expert a list of questions and let the expert answer in his/her own words.
- Interview, staff, clients, other business owners, authors, educators.
- Interview an expert in your industry. Send the expert a list of questions and let the expert answer in his/her own words.
44. Seasonal topics
- Seasonal news and articles
- What is specific to the time of year
- Can you tie in your product or service to special dates or days of the year
45. Industry comment
- Commentary about topical news
- Is there anything going in current events that is relevant to your industry? Write something about it. Write from your own perspective and give insight into how it affects what you do
- News, news, news
- Anything can be news, it doesn’t have to be news that could go on the nightly tv
- It could just be news that your clients would find useful or just your industry
47. Press release
- Promote yourself and your business
- Write a press release style document that announces something significant in your business or industry
- Announce events in your business, industry or location and explain to potential clients how they are relevant to them.
- Processes, procedures and guides, give people step by step instructions on how to do something, include photos and screenshots.
- Ask questions and then provide balanced answers and solutions to them in detail.
- Use the questions to lead in to products or services that solve the questions
51. Topic reviews
- Create an article reviewing all the best guides and articles on a particular topic on the web, linking to them, ranking them in terms of how helpful they are and giving a couple of highlights from each.
52. Supplier highlights
- Supplier reviews and product line summaries. If you source from certain brands or suppliers create a page about each and give highlights of their range.
53. Career guide
- Write a set of career guides or employment task lists for typical roles within your industry
- Create ideal candidate attributes lists
54. Case studies
- Case studies can be past examples of experiences with products or services have helped customers – or they can be examples of how your typical visitor has encountered a dissatisfaction with businesses in your industry
55. Company history
- Write a detailed history page detailing how your company came about and what its unique selling points were that led it to where it is today.
56. Surveys and results
- Polls, surveys and results with analysis and what the implications are.
- What lessons can be drawn from results
- List possible other polls to refine data
57. Product comparisons
- Detailed product recommendation pages
- List of related products
- List of comparable products
58. Team profiles
- Team profiles of each of your staff
- Get photos
- Have cartoons or caricatures created
- Interview each staff member
- Get a bio from each person
- Myths and misconceptions about your industry and the way it works
- Dispel incorrect assumptions clients have
- Challenge what people perceive
60. Training material
- Training materials, course information
- Lesson plans
- Scope of courses
- Book recommendations
- Links to other materials
61. Troubleshooting guides
- Troubleshooting guides, check lists and procedures to follow for solutions
- Help someone solve their own problems
- You could do a video of how its done
- If you show people how hard it is they may decide to get you to do it anyway
62. Jokes and lolz
- Jokes that are poking fun at your industry or the stereotypes that are in it
- Amusing cartoons
- Quirky photos
- Can work especially well on Facebook because people share humor
63. Legal extracts
- Reviews and excerpts from legal decisions and court cases related to your industry
- Provide commentary on case outcomes
- Show how the court case could have been avoided if things were different
- Controversy, say something that others won’t go out of your comfort zone
- Poke at industry norms and query them
- Make bold and assertive statements
- Quotes from famous people or yourself
- Capture quotes from emails you receive
- Paraphrase things clients have said
- Capture a screen flow of doing something on your computer in your job
- Sketch on paper and have an illustrator make graphics that are unique to you.
- Material Safety Data Sheets (MSDS) that are used in your business and industry
69. News clippings
- Collect news clippings, pages from magazines or industry journals and then provide commentary on them.
70. Email extracts
- Every time you write a detailed email to a client, answering a question or covering an issue copy it into a document and turn it into a blog post or article
71. Form downloads
- Forms, printable, downloadable, or online.
- It can save your staff a lot of time if they can direct clients to form downloads.
- Collect up any brochures you have created and flyers or any other promotional type documents that are still relevant to your current work
73. Introductory letters
- If you have ever written introductory letters to potential new clients or prospects there may be terrific snippets in there which can be reused
74. Quotations and Invoices
- When you are creating quote documents for clients you are likely to be describing how things are done, what they can expect, what you are asking of them and the process that is followed, extract these bits of wisdom into a document