Qualified Website Visitors

The first step in setting up your website as a lead generating machine is to attract the right prospects with high quality content.

Many small business owners we talk with share a common challenge: online awareness of their product. “Our product speaks for itself and will sell - we just need more people to know about us!”

The Internet is a crowded space and “getting your name out there” isn’t easy. Remember, your competitors are also working to win the attention of your prospects. This effort takes strategy, consistency and hard work.

When you understand your customers and their pain points (see buyer personas and buyer profiles), you can develop your website content around the type of information they are looking for in every stage of the purchase process. Developing relevant, high quality content for your buyers is crucial to showing results with inbound marketing.

Embrace Your Inner Journalist

Pardot cites a statistic that claims today’s buyers will navigate up to 70% of their path to purchase alone. If and when they’re ready to buy, 90% of B2B consumers say they’ll reach out to you.

Given these shifts in the buyer’s mindset, the primary aim of educational content across multiple media types is to establish your business as a trusted resource and authority long before a buying decision is ready to be made.

Helping Over Selling

The best content isn't salesy; it's helpful. Approach your writing or video producing as a journalist would - presenting all sides of the situation as objectively as possible.

This “help-first” mentality positions your business as a trusted authority your potential customers want to engage with.

Using Video With Marketing Automation: Generate, Nurture and Qualify New Leads Through Video Free eBook
website content marketing assets
Website content makes for

Strong Marketing Assets

Consider the use of additional media vehicles...

As the web continues to mature, so do the expectations of your prospects in regard to how your information is presented to them. For instance, prospects often expect video as a means to showcase products in action, or describe more complex topics.

What’s your best recipe? Quality content should be tailored to where prospects are in the sales process. It comes in many forms:

  • Blog posts
  • Search engine optimized websites
  • Videos, animations and slideshows (especially if your product is visually appealing)
  • Printed marketing materials
  • Case studies
  • Whitepapers
  • eBooks (great for more thorough, detailed information)
  • Infographics (great for sharing stories through data or statistics)
  • Educational tip sheets
  • Marketing news
  • Landing pages
  • Live and/or pre-recorded webinars

What content should you create to get the most bang for your buck?

Three targeted content campaigns are a core piece of...

  • Attract more website visitors
  • Generate more qualified leads
  • Turn your digital marketing investment into revenue
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Search Engine Optimization (SEO)

Structuring “Google-friendly” content

How can I get these pages to rank on Google so people find me?

The small business owners we speak with all want to get to the top of Google's search engine results.

It’s important to understand the role of SEO within your inbound marketing effort to attract more website visitors. When ignored, you won’t be doing justice to the content you worked so hard to build. That’s the equivalent of building a beautiful billboard and sticking it in on a remote island - no one will ever see it.

Emphasize a meaningful

User Experience


Once a prospect is on your website, you want to encourage them to continue engaging with your content, visiting more pages, and educating themselves on your product. A great inbound website will be deep in helpful content, while making it easy for the visitor to quickly find the information they’re looking for. This emphasis on the user is important for the Attract stage, as Google rewards websites that retain their visitors for longer time periods. In turn, your site will show up higher in the search engines, attracting more visitors.

Real Results