Nimble desk1/7/2024 HEPA is an acronym for the four basic building blocks of any website's homepage. "It’s harsh, but your customers don’t really care about your business beyond how it can help them solve a problem and make life better." – Donald Miller Steps to creating great website content What problem are you solving for them? What makes you different (and better) than your competitors? This perspective will improve your content. Instead, think about what your customers are looking for and what brought them to your website. You're passionate about what you've built, and that's awesome, but how you started your business or your company BBQ might not be the most important thing to your potential customers. With the customer in mind, be sure to remove the emotion you might have around what you think is important and interesting about your business or service offering. A website is often the final place a user visits before making a purchase decision or fulfilling your business’s call-to-action (CTA), such as getting a quote, booking a consultation etc. Website content affects the customer journey (the interaction with your brand from the point of awareness, engagement, and then conversion). If you can nail this, Google will love it, and your content will serve you in more ways than one. It’s a challenge for any marketer - to build great website content, you have to know who you're talking to, what to say, how to say it, and all in a tone and voice that aligns with your brand. Well-written, optimized website copy will rise to the top of search results (part of a strong SEO strategy) and hold a reader’s attention. To beat the bounce rate blues, you need good website content. Most users will spend just a few seconds on a web page before deciding what to do next. Often, digital marketing campaigns drive a user to your website, but good website content causes them to stay and learn more about your business when they get there.
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