Creating value through content development
Engaging and informative content is the foundation of a high-impact website or document. Strategic content development starts by thinking about your current and potential customers: who are they, what do they want and need, how does your business meet their needs? By presenting your customers with the information that they are interested in, you will capture their attention, demonstrate your expertise within your field and showcase your business’ strengths.
Content development is at the our core of our business
Quality content development is at the core of what we do. Karleen Dudeck has authored, edited and compiled hundreds of papers, articles and technical documents. Karleen started KJD Freelance to provide freelance document preparation and editing services to business and academic clients.
The importance of website content for small businesses
Strategic content development is more than putting together a few paragraphs of text — it requires a keen business sense and a thorough understanding of your business. We work collaboratively and strategically to develop content that addresses the concerns of your clients and fills a gap in the market. We take an in-depth look at your business including meeting with staff, collaborators and reviewing competition before we start the content development process. Combining formal business training and case studies with real world business experience, we develop content that effectively targets your customers while maintaining a style and voice that represent your business. We also provide you with the tools that enable you to continue to update your website after it has been published, so that you can continue to attract and engage new website visitors and customers.
Anyone can create a website that looks good, but not everyone can create a website that engages visitors and converts clicks to sales increases. We work with clients to ensure that all of our websites are not only affordable and functional, but also successful in converting website visitors into sales and success. High-impact content is an essential part of a website’s success.
Anyone can create a website that looks good, but not everyone can create a website that engages visitors and converts clicks to sales increases. We work with clients to ensure that all of our websites are not only affordable and functional, but also successful in converting website visitors into sales and success. High-impact content is an essential part of a website’s success.
We develop better content to deliver measureable results for our clients
Using Google Analytics to track website traffic, we can monitor how adding new, engaging content improves our clients' website performance. The increased website activity has attracted new customers and increased sales revenue for our clients.
- 80% increase the number of sessions on the site within one month of introducing new customer-driven content
- 10% increase in sales because of increased visitor engagement, longer session times and longer page view times
- 83% increase in average page view time within 1 month of weekly website updates
- 16% reduction in Home page bounce rates by featuring new call-to-action buttons each week
- 50% reduction in Home page bounce rate for local region by including updated content on site
- 5% increase in the number of website visitors per day when the client began using client portal to add updated and relevant content on a daily basis
- Increased organic search referrals to 18.5% of total visitors, which enabled a reduction in online advertising costs without a loss in conversions
- Increased the number of visitors located outside of the local region to enable clients to expend into Toronto (increased to 12.3% of visitors), Mississauga (increased to 5.9%), as well as consider potential American customers (increased to 5.4%).
Strategies for improving the content on your website
1. Clearly establish your business and brand identity
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By clearly outlining the core values of your business and key product/service offerings, you can develop the skeleton of your website content. One of the most visited pages on any website is the “About Us” page, and this page is even more important for small businesses. Your customers want to know who you are, why you are in business and what you offer that the big companies don’t.
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2. Understand your past, current and future customers
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Your website content should engage not only your current target market, but also a broad cross-section of potential, future customers. This includes people who might not be looking to buy your product or service at the moment, but might consider buying from or referring a friend/colleague to your business in the future. This means that your website should be more than a product catalogue or service menu. It is important to understand what your customers are interested in, how they look for the information they need and what style and level of communication they are comfortable with.
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3. Share your knowledge
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Strong relationships are crucial to small business success. Word of mouth referrals are the most powerful form of marketing there is, but it doesn’t come for free. You have to demonstrate your abilities and expertise before you receive a referral. If you’ve got the knowledge, share it! Your website is the best way to showcase your experience and knowledge. Providing information about current issues and trends in your industry will attract a large, broad audience to your website. Including interesting content and useful resources on your website will establish your business as an authority in the field and build confidence in your brand. It might seem counter-intuitive to give away free advice on your website when you want people to pay you for your services, but it is often the case that people search for advice online but are unable to carry out the recommendations themselves. Demonstrating your knowledge and the quality of your service by answering common questions will give your potential customers confidence in your business.
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