Good Content: Your Most Effective Route to More Visitors

Published on 3rd September, 2017 by Darren Bond

Is your website failing to achieve what you hoped it would? If so, you’re not alone. Whether you wanted to increase your brand awareness, build an email list, generate leads and sales, or had any other goal that requires more visitors to your site, it’s likely that there’s one common reason why it’s not happening;

Your site lacks good content.

In this article, we’ll explain what we mean by ‘content’, what ‘good’ might look like for you, and how having it brings potential customers to your website.

Before we get to the two main reasons why we recommend content creation, we should make sure you know that what we’re talking about here is the bedrock of an established form of marketing. This fact is good news for two reasons. Firstly, we know it works, and secondly, there are many free content marketing resources to learn from – plus many not-so-free content marketers who can help you.

Content marketing is a proven strategy with roots that reach at least as far as the late 19th century. For example, have you ever wondered why a tyre manufacturer began recommending restaurants?

How Content Attracts Visitors

Just like Michelin did, you can publish content that your potential customers find useful and informative, thereby gaining their trust and earning their custom. Unlike Michelin did, you can do this online and start with very little investment.

In a nutshell, content marketing works something like this:

  1. You produce content that’s of value to your specific market niche.
  2. Your prospective customer finds your content and likes it.
  3. Your visitors take action by joining your mailing list, contacting you, linking to your content from their site, sharing your content on social media, and various other activities that generate leads and increase your brand awareness.

Here we’re interested in two critical parts of that process. Your customers must find your content, and it must lead to the action you want. It may sound like we’re about to address two areas of focus to which you’ll need to apply time and energy, but we’re about to do the opposite. The reason why you need good content is that it goes a long way to achieving both of those things.

Here’s why that’s true.

There’s an entire marketing discipline called Search Engine Optimisation (SEO) whose purpose is to get your specific target market to see your website listed when they’re using a search engine, e.g. Google, to find the information and answers they seek. However, most of it relies on your site having lots of good content.

There’s also an all-you-can-eat buffet of techniques aimed at persuading your visitors to take specific actions, techniques such as the use of colour, layout principles, calls-to-action, social proof, banners, pop-ups, and on and on. However, most of it relies on a fertile base of good content.

Good content is the foundation upon which all these other things are built.

How to Make Content Good

So, now that we’ve established that you need content, and you need it to be good, how do you know what equals ‘good’?

The answers to that question depend on many things, not least of which is the specific goal or goals that you have. Fortunately, this is the stage when you can begin to leverage your existing knowledge of your customers, products and services. We don’t know those things, you’re the expert at that, but we can give you these principles to keep in mind:

  1. Make it original: Don’t copy content or re-post articles from other sources. Sure, read all of your competitors and suppliers websites for inspiration, and of course, you can reference facts and figures from reputable sources, but bring it all together with your voice, your style and your expertise. Be unique.
  2. Make it useful: Use your understanding of your subject to provide content that’s more than just interesting or entertaining. Share something your customers can use. Help them to understand something complex, show them how to do something step by step, share tips and tricks that they can apply to their situation. Be valuable.
  3. Answer the questions your customers have: Only you know the typical problems that your customers experience and ask about regularly. Answer them on your site. You’ll create grateful visitors who are more likely to trust you, return to you and share your content with others. Be an authority.

Many other elements improve the quality of content, such as visuals, storytelling and accuracy, but the bottom line is this; you need to provide unique value – in your customer’s eyes.

Hopefully, that’s easy to remember because it’s fundamentally what every business needs to do to succeed, so you’re probably already doing it with your products and services.

What Counts as Content

Finally, we promised to give you a better idea of what we mean when we say ‘content’. Here are some suggestions:

  • Infographics
  • Videos, audio and images
  • Product reviews
  • How-to guides
  • Case studies
  • An FAQ
  • Research results
  • eBooks and other downloadable resources
  • Industry news and opinion
  • Free tools, such as calculators

Content is anything that your customers will value, in any form that you can deliver over the Internet.


We hope this article has helped you to decide how significant good content might be for the success of your website, what it is and how it can help you to meet your objectives. If you’ve already decided to get started, here are two final tips:

  1. Deliberately creating thin, weak content is a waste of time, but trying to create high-quality content and ending up with poor quality is not. Nobody’s perfect on day one. Keep trying, keep learning, you’ll get there.
  2. Ideally, you’ll want to post new content from twice a week to twice a month – it depends on your market – but don’t set yourself a goal like that on day one. Start with something you can do consistently.

Give it a try for a few months at least, and we’re sure you’ll start to see more traffic.

And of course, if you’re keen on the idea of having content, but not the idea of creating it yourself, that’s not a problem. Remember what Mr Virgin said…

“From a young age, I learned to focus on the things I was good at and delegate to others what I was not good at.” – Richard Branson.

You’re one click and a phone call away from finding out how our team of designers and copywriters can help.

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