The 10 Most Important Elements for Your Website Content Strategy

Many people assume that the purpose of a website is to get new clients. Just create high-quality product pages, write a little content, add a CTA button then sit back and see if it works.

Yet the primary goal of a website is not just to get new clients. In fact, 92% of consumers visit a brand’s website for the first time for reasons other than purchase.

So, what is the function of a company website in the world of modern marketing strategies?

Sometimes the goal is to build trust for a potential employee. In other situations, the objective is to be an influential part of a complex-nonlinear buyer journey.

There is no “right” answer to this question, but based on my years of experience consulting for small businesses, the best answer is – your company’s job is to increase someone’s WTP (willingness to pay) or even WTPP (willingness to pay a premium).

This means guiding an end-to-end elegant customer journey, where the role of website content strategy is to increase someone’s trust and choice until they are ready to pay.

So what are the website requirements for small businesses and how do you go about building a site that earns the trust of its visitors and increases WTP?

Let’s take a look at ten things that will help drive WTP on your website.

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1. Make a commitment to fix the problem

Nobody wants what you sell – they want solutions to their problems.

The first thing your website must do is promise to solve a real problem. Avoid those big headlines that say what you do or what industry you’re in If people are on your website, they probably already know this

Instead, tell them the most important pain points you solve. This is the biggest opportunity to differentiate your business from every other company that does what you do.

For example, here is the homepage of Tuff, a digital marketing company. Instead of promoting their marketing services, they tell us the problem they solve.

They give us quick wins and long-term growth and don’t hide it in some mysterious secret sauce. It’s easy to connect their services to the pain they solve.

Read more about understanding your customers’ problems and solutions.

2. CTA

There are many reasons why someone might want to talk to you. So using strategic calls to action or CTAs is essential to help your customers move through the purchase journey.

Offer different stopping points where people can take action if they want. Don’t wait until the bottom of the page, or the contact us link in your top navigation menu. “I’d like to learn more,” “I’d like an evaluation,” “Set up a meeting,” “Get this free report,” or “Learn more” are all examples of different CTAs that can be used throughout your website to ultimately connect. You can reach your site visitors.

You can have different CTAs throughout your website for many reasons, but they should be clear, immediately visible, and at strategic stopping points throughout your customer journey.

3. Who do you get results for?

The third website essential for small businesses is to focus your website content on a specific niche.

Go as far as possible to narrow the focus on who makes an ideal customer for you and make them an essential part of your website content strategy. You might even say, “If you’re not that kind of company or person, we’re probably not the right fit for you.”

Be specific about who you serve and what problem you solve for them. Be clear about who gets the best results from your services because they will be your best customers


Showing your clients in different industries or situations is an effective way to show others who you work with. The more they identify with your website content, the easier it will be for them to go deeper into the purchase journey.

4. The main offering

So many companies offer many things. They write about every possible way they can work with someone on the homepage. But the reality is that there is often some service, product or offering that generates 80% of the profit for the organization.

Keep it simple. Avoid trying to feature everything. Pick two or three rock-solid offerings that you can do better than any other company and really showcase them on your site.

For example, this website’s tagline is “We build software from start to finish.” But instead of featuring every product or platform they can build, they’ve chosen full lifecycle services and technology as their core offering. It’s simple, but it works perfectly.


Processes are often documented and used only as internal documents to keep on top of tasks and get things done. What many businesses don’t realize is that if you have a solid process, it can actually serve as a great marketing message.

For example, if your commitment is to show up on time and clean the job site every time, show the entire 37-step process for cleaning the job site as a checklist. By doing this you are using your process to prove your commitment.

Sharing your entire process is also a great marketing message because it shows your prospects exactly what’s going to happen. People may not be buying because they don’t fully understand the benefits or how the product or service works. But if you show someone a step-by-step process of how your product or service will help them solve their problem, they’ll be more interested in working with you.

Especially if you’ve developed unique methods internally that guarantee someone will get a great result, you need to show that process.

6. Your team

In my experience, the second most visited page on any website is the “About Us” or “Team” page. This is because people want to know you are real; They want to know who they will be working with and what they will stand for.

Additionally, most clients will experience your brand through the people on your team. So show them who they are and let them know their values ​​and background.

See sample ‘About Us’ page below. This company contains snippets representing everyday conversations at work. It gives a real insight into the culture of the company, what they stand for, how they work and how they compliment each other. It makes you want to work with them as a consumer.

Many purchasing decisions today are based on your ability to connect with your audience. So get your stripes out, tell people what you’re about, and show them who they’ll be working with if they’re a client.

7. Belief and Evidence

When we land on a website, we first determine if the company can solve the problem. If they do, the next step is to find out details about how they have helped like-minded people.

That’s why you need case studies, customer testimonials and examples on your homepage. This will help your audience trust you with proof.

The above case studies are on the homepage of this company website. Actual results that they have achieved for people and specific numbers as a form of evidence.

531% growth in six months, 192,853 additional sales, how they beat Home Depot. Nothing says more for your brand than the words of those who have used your product or service before.

No case studies? Use your Google reviews to create a testimonial page Check out this amazing website content from Basecamp.

8. Video

Video is one of the best ways to build trust with potential customers, especially for small businesses. However, it should go beyond putting up a video of the owner talking about what their company does.

Video is a key part of a website’s content strategy. I see brands summarizing long-form blog content with a video that says, You want short stories here? Click on the video. Not only does it send a message of trust, but more people want to consume the content that way.

You can have more real customer testimonials, reveal how your product is made, create a how-to video to solve a problem, explain your unique approach to the market, or have videos that showcase your company culture.

This video is from an interior designer brand. Everyone on their team talks about their design approach, where they get their inspiration, and the types of projects they like to do. It sounds like you’ve met them before interacting directly.

9. Division

Most businesses have at least a few target audiences. You can have beginner vs. advanced level customers, customers based on title, or even customers with different needs based on their geographic location.

Each of these potential customers fits into a different segment for your business, and the more you can tailor their journey to your site, the better their experience with your brand will be.

You can start segmenting your site based on your target audience in a number of ways. You can create specific content, prompt your audience to self-select who they are, or even use automation and AI to do it for you.

Here is a typical B2B marketing scenario:

Suppose you are selling a business with several stakeholders. CEOs think differently than CFOs and COOs. So, segmenting solutions by role can be a great way.

For example, at Duct Tape Marketing, we work with small business owners, but we also train marketing consultants who want to learn our methods.

So by asking a simple question on our homepage, we help people navigate their content and provide a more personalized journey for every segment we serve.


10. Contact Options

Make communication easy, give options and let people communicate with you how and when they want To explain this to new clients, I tell them it’s like when businesses accepted cash, credit cards or checks. Now we have to take emails, texts, chats and calls.

If you use forms, make them easy to fill out. Many design tools can help you design elegant forms in minutes. And once someone fills out that form, make sure you use that opportunity to redirect people to a page where you can greet them with a short video, share more content with them, and connect them to your social media channels.

By doing this you are engaging with them, showing them other elements of your business and giving them clear guidance on what to expect from your business going forward.

Bonus Essential Website Elements! – Think mobile first

Many websites are still designed and optimized for 40-inch monitors. But the reality is that 80% of many businesses’ website traffic comes from mobile devices—which means that not only do you need to optimize your site for mobile, but you also need to have a solid mobile-first strategy.


The graph above is website traffic data from a local remodeling contractor. When we look at the numbers, almost 60% of their traffic comes from mobile devices or tablets. These findings prompted this contractor to audit how they were showing up on mobile and improve their overall mobile visitor experience.

Odds are most of your website traffic is also on mobile devices. So the bonus essential ingredient to designing a great website today is to focus on designing your website with a mobile-first mindset. Providing a great mobile experience compared to your competitors can greatly improve your customers’ WTP or WTPP.

For a more detailed description of essential website elements – see the Small Business Guide to Website Design.

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