How to create compelling web content

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Web content is an important element of your digital identity, and ensures you maximise your digital presence. Maintaining relevant, engaging, and consistent content will have a positive impact on your business's lead generation. There are always new updates and stories coming from the UK's engineering and manufacturing industries. That is why it is important to utilise this information on your digital platform. When creating content, you must consider what your target audience want to see from you. Below, we break down the steps you need to take to maximise the impact your web content has on potential customers.

Tone
Firstly, to write good content you need to decide what message you want to relay to users and the tone of your business. This tone helps to develop your branding and means that users can instantly recognise your company's message.

Identify your target audience
It is important for your business to have a clear understanding of your target audience. In the Sheffield city region, most engineering and manufacturing companies are B2B. Therefore, you would need content tailored to suit what this specific audience would be looking for, and how your business can help them.

Keywords research
To support your website's SEO campaign, content should always be written with the use of keywords. These should be the words that are most relevant to your business, and its industry right now. They will be the words that your target audience will use when utilising a search engine to find the products and services that you offer. The more you use relevant keywords in your web content, the more search engines will identify your site as relevant and will show it on search results.

Keywords also help your audience understand what the content is addressing in a simple, straightforward way. This should be a priority for engineering and manufacturing companies due to their tendency to offer innovative services or products.

Unique Selling Point
Content should focus on your unique selling point. There are hundreds upon thousands of websites a user can choose from to purchase services or products from. For engineering and manufacturing companies in the UK, there are also cheaper competitors abroad that the user could choose. This is why your content needs to emphasise what makes your service or products innovative, and why your company is a better choice for the customer.

Call to action
Your website's content needs to provide the user with a clear call to action, so a potential lead can turn into a paying customer for your company. This could be as simple as just referring them to your contact page to get in touch to find out more.

Having an expert copywriter to ensure that every page of your website is optimised with compelling, relevant, and useful content is an essential element of an overall SEO campaign. Through the effective execution of targeted online marketing, the UK industry can rival cheaper foreign competitors. It is time to make your presence felt online.

Take a look at our copywriting service here.

Next week we discuss the importance of e-commerce for engineering and manufacturing companies with products ready to ship.

In October, we are hosting an event that will be a detailed exploration of the digital solutions available for engineering and manufacturing businesses in the Sheffield City Region. If you are in this competitive industry and interested in attending the event, please email Gemma Daniels on gemma@hydracreative.com or call on 0114 2509 578 to book your place.

post by Shamsa
Client Portal.