Is your website working hard enough for you? Or is it simply an order-processing facility? Does it actively drive people to your products or services, or do you have to drive traffic from social media? So many websites - despite costing thousands, looking amazing and having all the functionality you need for it - fail to really deliver. This is not because they are bad websites - often it’s due to a lack of visibility, poor engagement or lacking the triggers that will convert browsers into buyers. A web content consultant - specifically one with expertise in SEO and blog content strategy - can transform a website from a passive online brochure into an active revenue-generating asset.
This blog article shows you how a content consultant can transform your website and your brand:
What is a Content Consultant?
A content consultant is a marketing professional who oversees your content strategy. As well as writing blog articles, creating social media posts or making YouTube videos for clients, consultants look at the long-term, overall strategy. They may work across all types of content, or they may specialise in a specific area. Furthermore, content consultants will often work with your in-house team or outsourced professionals to create the content itself. A content consultant will have the specific, strategic expertise, long-term vision and technical know-how that can enhance, elevate and expand on your current efforts.
As a content consultant specialising in SEO, blogging and written website content, I help my clients exclusively with those areas. Whilst I do create content for my clients (blogs, website page copy, meta titles, etc), I don’t just create content. I develop an SEO and blog content strategy that aligns with your SEO goals, audience needs and brand positioning. When I work with my web content consulting clients, I work with them to ensure that every piece of content serves and aligns with the bigger picture - brand visibility, authority building, and growth.
For an overview of how content consultancy works and how to get started, check out my Ultimate Guide to Content Consultancy.
Transforming Your Website Content Into a Revenue-Generating Asset
Your website does not need to just sit there looking pretty and expensive, nor does it need to simply be an online shop window or somewhere to process orders or enquiries. You have invested several thousand pounds into having your website built, but you also need to invest in making it visible to your target audience. By doing so, you transform your website from a window display into a visible, lead-generating, sales-making asset.
An SEO and web content consultant helps you do just that. I optimise your site (including your homepage, service pages, blog articles, etc) to rank well in search engines for relevant search terms and speak directly to your target audience. Essentially, my task is to ensure your website content does the following things:
Captivate - get your website visible in the search results and drives them to your website
Connect - build trust, authority and credibility with your audience
Convert - present your offers as the solutions, and help turn browsers into buyers
As part of my SEO consultancy services, I carry out keyword research, SEO audits, on-page SEO, internal linking and technical SEO to help your content get ranked by search engines. Combined with a bespoke blog strategy, my web content consulting services give my clients the complete website performance package that works throughout the buyer journey from initial visibility to conversion.
Captivate: Boosting Organic Traffic with SEO-Friendly Content
The primary role of website content is to provide value to your target audience. The primary role of SEO is to make your website content more discoverable and drive a steady stream of organic traffic to your website. Creating SEO-friendly content means balancing providing value to your target audience and satisfying the Google Search algorithm so that it “sees” the value of your content. The operative word here is “balance”. Search engine users are humans. Google’s algorithm is, well, an algorithm. Whilst Google is making its algorithm more and more “human” in its understanding of search intent and user behaviour, it is still an algorithm that needs certain boxes ticked for it to do its thing.
As a content consultant who specialises in perfecting this tango, I integrate on-page SEO, keyword research, internal linking and technical SEO best practices into your content. My aim is to do this as naturally as possible, so that I can make your content visible and ensure it is engaging to your readers.
Case Study: Increasing Organic Traffic For My E-Commerce Client
Let’s take a quick look at my e-commerce client, an emerging brand in the UK equestrian sector. This client came to me with a WordPress website, with a number of blog articles already published. However, despite this, the website was not ranking well in Google Search and nor was it driving enough organic traffic.
This client’s blog articles - whilst they featured unique and interesting specialist insights - were very short (some were just 5 sentences long). They lacked detail, and hadn’t been written with SEO in mind. The same could be said for the homepage and product pages.
After optimising this client’s blog articles, and carrying out a laser-focused, targeted SEO and blog content strategy, my client’s website started to generate far more organic traffic:
Of the top 25 pages to drive traffic to the website, 19 were blog articles
Those blog articles drive 6,000 organic sessions to the website
SEO drove 90% of all website traffic (over 9,000 sessions) in 12 months
My client outperformed all but one major (and much larger) competitor in terms of average position, and all by two in terms of traffic forecast and visibility
If you are looking to elevate your SEO, blogging and web content strategy, take a look at my SEO and content consulting service. It’s for growing, ambitious businesses seeking long-term and long-lasting growth through bespoke, educational, long-form content.
Connect: Building Brand Authority and Trust Through Content
Quality, consistent content helps position your brand as an authority in your industry / sector. This is especially important for service-based businesses, as clients are paying you for your expertise. However, products-based businesses can also benefit from using their website content to build trust and authority. For example, they can publish customer testimonials, reviews and images (e.g. of them wearing / using the product). Blogs can also help product brands build trust by offering transparency, such as by blogging about the materials, manufacturing process, environmental credentials or ethics (e.g. fair trade or local sourcing).
A content consultant can help your brand develop trust and credibility through a blog strategy that demonstrates your authority, expertise and experience. As an SEO specialist, I incorporate what we call Google EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) into my clients’ content. By demonstrating these four credentials in your content, you are providing your readers with the key elements they need to connect with your brand.
Convert: Driving Sales and Enquiries Through Effective Content
Effective content guides your audience through the buyer journey, from initial research through to decision, conversion and even retention. To work at its best, your content needs to be visible to people at all stages of the buyer journey, and act as a guide to steer them through to buying or enquiring.
A content consultant will optimise your website content to foster the customer journey - firstly by making that content capture and connect with your audience, then by prompting them to convert. As well as writing about your products, services and expertise, your content consultant will help you utilise your client results, case studies and call-to-action to get your audience over the line and transform browsers into buyers.
Unlock the Long-Term, Long-Lasting Value of Investing in a Web Content Consultant
Hiring a content consultant who specialises in SEO and web content can transform your website into a lead-generating (even sales-generating) asset. By making your website content captivate, connect and convert, your content consultant can make your website really pull its weight and maximise the return on your website development investment. By combining written content marketing strategy with SEO expertise, my clients benefit from great content that drives visibility, traffic and conversions long after it is published.
If you want to maximise your website ROI and transform it into a lead-generating asset for your business, my high-level SEO and content marketing consultancy service is for you. As your web content consultant, I will work with you to strategise, create and publish website content that captivates, connects and converts for your business. Book your free 30 minute discovery call today to get started!
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