Skip to content

Radically Better Results

Avatar of Josef Church-Woods

Some marketers like to say that content is king, but we all know that the customer has the final say. 

Everything we do revolves around meeting their needs — which includes understanding what kind of information they’re interested in and how to make it as appealing as possible. 

Ultimately, it’s the quality of products and services that gives brands staying power, but the content we create is key to reaching and engaging customers. It’s often the seductive voice that grabs their attention, the helpful expert whose know-how wows them, and even the reassuring negotiator who seals the deal. 

Of course, no one piece of content can be all of those things (and more) to every customer. That’s why it’s important for brands to understand their audience and tailor a host of content that anticipates and responds to different needs at the various stages of the customer journey.

Matching your content with your customers’ intent

Someone doing general research into a topic or product is probably looking for a very different piece of content than someone who’s focused on a specific product they’re ready to buy.  

Longform, evergreen guides and engaging visuals or video content can hook people in, boost brand awareness, build trust and help you establish your business as an authority within your area of expertise.  

For someone who’s ready to buy, on the other hand, a concise and visually appealing product page that clearly signposts top level product information, key benefits, price points and customer reviews or trust scores will help position you for conversion.  

That’s not to say that customers on the brink of a purchase aren’t interested in good quality supporting content. Different types of content work in tandem and adding informational elements to a product page — such as a comprehensive FAQ section, or links to relevant insights — can act as a persuasive motivator for those on the fence.

Making your content appealing and user-friendly

Regardless of what type of onsite content you’re working on, there are some general principles that you should consider, to help steer potential customers towards the next step in the customer journey.  

Keywords and optimisation

For any content you want to drive organic traffic to, choosing the right keywords to target in your copy — and optimising the page effectively in general — is essential. Again, intent and where people are in the customer journey play an important role in this process.  

To get your content in front of the right people, you’ll want to match the type of information you’re offering, and the wording you use in your copy, with those users’ search intent. That means targeting the most relevant keywords, which may be lower search volume, longtail and query-based terms for more informational supporting content.  

Accessibility

Is your content accessible? For example, a relatively simple thing, like making sure descriptive and accurate image alt-tags are in place, can make the difference between instant turn off and a sale for users who are visually impaired. (This is especially important for ecommerce businesses using photos and images to showcase products online.)  

Think about investing in an accessibility audit, alongside a technical audit, to make your web content user-friendly for all potential customers and help them take the next step towards conversion.

Page and content structure

This is our bread and butter in the Yard content team, so I could go on for pages about creating a user-friendly onsite content experience that facilitates the customer journey.  

But in an effort not to put you all to sleep, I’ll try to keep it brief. Speaking of which, people tend to have minimal attention spans when browsing online pages. Often, they’ll scan content and make a call within seconds as to whether they want to spend any more time on a page.  

So, making sure the most important information really stands out is crucial to optimising any content. Even an in-depth guide, designed specifically for people who want to learn more about a subject matter, should make it easy for readers to pick out key points and decide if it’s what they’re looking for.

On-page content optimisation checklist

Here are some of the key things we always consider when working on content, to make it meaningful, accessible, appealing and actionable for page visitors:

  • Lead with the most important information 
    Always try to get the main point of the content across above the fold – for example, by including a brief summary at the start of the page.

  • Target keywords effectively 
    Use the most relevant (and ideally higher search volume) terms prominently in the content, including in the main heading (h1) and subheadings.   
     

  • Create space and copy breaks on pages 
    Split content into smaller chunks of copy (with subheadings), making the page feel less text heavy and easier to scan. 
     

  • Make headings clear and descriptive 
    In addition to optimising them with important keyword terms, check that headings describe the section they head up accurately and effectively – so that readers can instantly understand what each part of the page is about.   
     

  • Use different content elements to add interest and flag up key information 
    Bullet points, tables, text boxes, pull quotes, video testimonials, icons, illustrations and customer reviews can all be used to make the content easier to take in, more visually appealing, and to highlight important information or statistics.  
      

  • Don’t forget about CTAs and internal linking  
    Encourage your visitors to convert or explore additional information on your site with stand-out CTAs (calls to action), and internal linking to relevant product and supporting content pages.

The above is not an exhaustive list, but it should give you a good starting point for optimising your content to oil the wheels of the customer journey. Good luck!  

If you need help with data-driven content optimisation, technical audits or anything SEO-related, please do give us a shout.