How Do I Create Engaging Content for My Home Improvement Business?
Have you ever searched for a solution to your problem on Google, clicked on a link and visited a likely looking landing page, only to leave a few seconds later? We’ve all been there. But maybe you didn't stop to think about why you bounced off the page? Maybe:
- you didn’t feel that the page was addressing your needs quickly enough
- the page wasn’t offering clear enough solutions to your problem
- there wasn’t enough information about the solution being offered
- the content was so confusing and misdirected, you felt it would take too much of your time to discover the business’s advantages
- it was so visually bland and devoid of imagery, you didn’t feel enticed to explore further
Whatever the reason, the landing page failed to do its job, namely, providing engaging content.
Sure, we all want online traffic to rush to our business’s website. But ultimately, all the traffic in the world is pointless if nobody is staying to browse the other pages, engage with CTAs, or fill out a form in exchange for more useful content.
It is very easy to lose sight of your target audience when creating content for your home improvement center or business, especially when you are passionate about the subject matter. Possessing advanced knowledge or expertise in your industry is advantageous for your business, but it may not advance the sale when placed heavy-handedly into your content. The same holds true for content on social media channels, blogs or email blasts.
The good news is, there are several very basic methods of increasing visitor engagement on your home improvement website, and we will explore these a little bit further in depth.
Step 1: Know Your Audience
It’s hard to plan a special meal for somebody if you don’t know their gender, age, dietary restrictions, regional influences, and other preferences. It would be very different cooking a meal for an 8-year-old boy in the Bronx and a 55-year-old woman in Southern California. Same goes for preparing a meal for a 20-something hardcore vegan versus a 40-something barbecue fanatic.
Well, the same principle holds true for content creation. Think of content as the special meal you are creating for your target audience. The first and most important part of generating engaging content is to know your audience.
Will they respond best to simple, direct language or more elevated, refined writing? Are they risk-takers or seeking the safe bet? Do they want to explore and find their own customizable solution, or do they want to be presented with a package that meets most of their needs more quickly?
These are some of the questions you’ll want to answer before you start creating content.
Step 2: Educate Your Visitors
In 2012, the top ten Google page results for any keyword had over 2,000 words of content each. Algorithm tweaks since have only confirmed that in-depth content is ranked higher. A recent study has shown that longer home page copy tends to earn links, and perfectly targeted, not-necessary-brief copy wins the sign-up, subscription or download every time.This seems to fly in the face of the popular push towards compulsory brevity in the age of Twitter-length communications. However, the study revealed that what encourages visitor duration and exploration is having learned something specific from the copy. A visitor who was enlightened about their problem tends to stay longer, explore the site, and develop brand trust and loyalty.
Step 3: Address the Pain Points
When a visitor comes to your website looking for a solution to their home improvement or remodeling problems, they also bring with them hesitation and concerns about investing in the solution, no matter how wonderful. There is always a cost, or “pain point” associated with every gain, whether that’s the cost of a product, the giving up of private information, or even the risk of receiving spam by providing their email address.A successful landing page or home page should first educate your visitors about how your products and services can solve their problem, and why it is the best solution on the market. But it should also address your potential customer’s pain points, and allay these with reassurances about privacy policies, money-back guarantees, or even a chance to discuss the service one-on-one with a knowledgeable home improvement associate.
Step 4: Provide Clear Steps for Your Visitor to Advance
If your visitor is thrilled with the products and/or services that your website is offering, then it should be very easy, almost intuitive for them to then take the next step. Well-positioned Call-To-Action (CTA) buttons or contact forms are one way to create easy flow from one stage of the buyer’s journey to the next.
It’s also good practice to follow-up with a visitor after they have downloaded content or filled out a form. These “follow-up” emails are an easy way to direct targeted content to your potential customers, including additional CTAs linking to landing pages that continue to move them towards a purchase or service commitment.
Step 5: Create New Content Regularly!
Most important of all, continue to create fresh content for your website, blog and newsletters on a regular basis with the help of a content management tool. The goal of search engines is to provide your home improvement customers with the most relevant and current information available, so those with regularly updated content will rank higher. Smart, educational content about your services and industry also lends credibility to your business, and encourages inbound linking from other authoritative websites.
In additional to higher ranking on search engines, new content help you foster relationships with your customers, both potential and established, and help you redefine your business goals as trends and tastes ebb and flow.
One of the easiest way to keep that content coming from your team on a regular basis is to set up a content calendar to keep track of upcoming publications, social posts and email blasts. You can download our “Free Content Calendar Template” to get started today!
Happy content creation!