The best websites skillfully blend eye-catching design and graphics with well-written, SEO-focused content. Beautiful and inviting designs capture the eye, but the content captures attention and creates conversions. That makes who you choose for your content creation services crucial to the ranking and profitability of your website.
Why Content Is Essential
Content forms the foundation of your website because it provides the context and delivers your message. In other words (no pun intended), everything revolves around content.
Search Engine Rankings
Think of your website as your Billboard on the Internet, just like signage on brick-and-mortar operations. Both types of sign aim to attract attention and encourage potential and returning customers to enter your digital “store.”
Unlike physical signage, people only see your digital signage if Google finds you and ranks your website at the top. That’s where the art of Search Engine Optimization (SEO) comes in. Any site to turn up near the top of your search results needs outstanding copy written for specific keywords, and then those keywords also need to be used in a proper structure, page headings, links, meta descriptions, image captions, and much more. So, even though content is the foundation, it needs additional elements to rank highly in search results.
Website Conversions
But content does much more than put you at the head of search results; it creates a voice of authority, builds credibility, demonstrates authenticity, and provides the foundation for trust. When your content does this, your conversions increase, creating (and retaining) customers.
Types of Website Content
Websites are a collection of different page types. Each page type needs different content that encourages visitors to take the next step in the customer acquisition process. Here are the typical page types:
- Home page — The sole purpose of this page is to get visitors hooked so that they dive deeper into your website.
- Service pages — These pages form your website’s core, explaining what you do and each including a compelling Call To Action (CTA).
- Lead development pages — These pages are the target of your CTA, collecting contact information, offering free reports, scheduling consultations, or making other offers.
- Company pages — Usually found under the ubiquitous “About Us” heading, this page tells visitors your story.
- Landing pages — Specialty pages designed to receive traffic from specific marketing campaigns.
- Blog posts — Pages designed to rank for long-tail keywords and drive traffic to service and lead development pages.
Our Content Creation Services
When looking for someone to write great content for your website, it’s vital to understand their content development process. The content creation industry is awash with “content mills,” where companies churn out poor-quality content on a massive scale. Often, these operations are offshore, employing non-native English speakers. This content rarely performs well in web searches and can be detrimental to your reputation if it is inaccurate, misleading, insensitive, lacks proper (or at least conversational) grammar, or is just plain awkward.
West Hills Web’s content creation services are a breed apart, following a “listen first” process. After learning how we work, we encourage you to compare what we do with that of any other service provider.
Content Action Plan
Our first step with every new client is to create a Content Action Plan (CAP). Here’s how that works:
- First, we learn about your customers — who they are, what makes them tick, and what they want.
- Next, we learn about your company — who you are, what sets you apart, what you sell, and why your target market should choose you.
- We then create a master document, the Content Action Plan (CAP), that forms the roadmap of your new website or content we will be adding to your existing website, and lists all the pages, their hierarchy, and their role in our content strategy.
Then, we write every word — using skilled humans, not AI (more on that later), and our designers build each page to excel at getting your message across. During the development process, we focus on:
- Select relevant images — to increase the visual appeal of the content and illustrate important points.
- Apply SEO optimization best practices — we write and design each page for top ranking in search results.
- You provide feedback.
- We revise, and you review. Repeat, as necessary.
You approve the final copy, and then we’ll publish it on your website.
To Use AI or Not to Use AI, That is the Question
We insist that our writers do what they do best — write. That does not mean we don’t understand how and when to use AI. For example, we may use AI to research a topic. However, unless specifically directed by a client to write using AI (which we do not like but has happened), our website content creation services always deliver 100% original text.
Let’s Discuss Content Creation for Your Website
When you need content creation services for your new or existing website, let’s discuss how we can meet (and exceed) your needs and make great content together!
