There is a lot of focus around blogging for builders…and with good reason. Blogging creates content for relevant keywords, gets web site pages indexed, and converts your web site visitors into customers. However, other areas of your builder web site still need content, too. This additional content will drive even more web site traffic. Here are just a few aspects of your web site that may have gotten lost in all of the excitement of blogging and need to be re-visited.
News Room
How many times have you come across a web site news section with links that are all at least 2 years old? Nothing says stagnant business like old links. News sections can contain event information, press releases, product updates, news mentions, awards, and more. Put everything a single feed so it is easy to manage. When you aren’t getting a lot of publications elsewhere, don’t be afraid to write your own product update or event bulletin.
Resource Center
One of the best ways to establish your building company as experts in your field is to create valuable industry resources. Consider guides and ebooks as well as third party content such as analyst reports and market research. If you’re worried about losing lead generation, put your content behind a form that is easy to complete and will direct visitors right to the content redemption page.
Learning Center
Have you ever been able to troubleshoot a problem at home by watching a “how to” video online from the company? Videos, written content, and images with explanatory captions about your products and services will be a huge asset for your customers. Keep your page fresh by using stories and images that customers submit themselves.
Multimedia Content Library
If you find that your videos and other multimedia content, such as podcasts and webcasts, are cluttering your learning and resource centers, create a separate section for the them. Customers are likely to give this more lengthy content the time it deserves if it doesn’t have to compete with the written content. Include written forms again to encourage lead generation.
Testimonials, Reviews, and Case Studies
Many people check out information online about businesses to get reviews before trying products or companies. When customers are in the evaluation stage of the buying process, reviews can make or break sales. It can take a while to build up written reviews, but it will be well worth the effort of gathering and publishing them.
Blog Post Written by Jimmy Donnellon
Jimmy is an inbound marketing professional with a background in public relations and marketing. Jimmy helps his clients found on the web, convert visitors into leads and helps them track their results.