Create Magnetic Content

 

Estate agents put too much emphasis on design and not enough on content despite the fact that content is the magnet that finds and draws in all of your potential business to your website.

Content finds the users (through search engines), brings them in (through compelling titles and descriptions), and keeps users on your website, moving them from page to page and in the end is used as the device to get those users to use your business.

Content shouldn't be a second thought or something you cut corners with. It is the foundation of your website; it is the bases of all your websites success.

So how can you create great content to ensure you achieve this?

1) Perform a website content audit

The first thing you should do before creating new content is determine what content you already have and discover where it is lacking. Some of your content may not need to be re-written but just added to. Find out if the content is performing well, what can stay, what needs to go and if it needs to be refreshed. This will give you a clearer idea of how much content you will need and where to start.

2) Find your audience  

It is vital to create content your audience will want to read. By determining who your key audience will be, you can create content that is relevant to their interests and needs. Your content needs to answer all their questions, as well as educate and clear up any confusion.

3) Include all essential content

When creating content you should have a specific purpose and audience in mind for each piece of content. People use the internet for research so use your content to give those people the opportunity to educate themselves about your business and industry. Here are some of the content essentials that you need to include within your website:

• A company blog
• Compelling About Us
• Office profile
• Service information
• Detailed property information
• Staff profiles
• Videos
• Testimonials

4) Write compelling content

Creating content that informs, educates and guides your audience is a crucial feature every website needs to include these days. The more content the better but each page should be at least 300 words long. Within the content you should include statistics, research and even quotes as they add substance to your content. And ensure you proofread all your content thoroughly.

5) Monitor performance

As with everything on the web, tracking the performance is crucial to ensure what you are doing is working. You need to make sure the content you are writing is relevant to your audience. Find out what pages are being viewed and for how long, as well as what pages are being shared. This will help you to determine what content you should be writing next or what you need to do differently to ensure growth.

Keep your website fresh and relevant with a strong, clear strategy in place for creating new content to help your website grow.