how to launch a website Archives | Minerva Creative

Attract customers with content marketing

Over the past couple of years, the focus on content marketing and how it plays a fundamental role in the success of brands large and small has grown at a staggering rate. While measuring the success content marketing plays in a digital environment is relatively straightforward, utilising the same practices for the success of your physical business is altogether more challenging. Or, at least, so one might think.

For any business with a physical location – no matter what the industry – capitalising on content marketing in order to increase awareness, footfall and, ultimately, revenue should be embraced as part of any marketing/PR strategy. And, assuming your business already enjoys a digital presence, you can begin to reap the rewards of content marketing almost immediately.

A window on your world

Your website should act as a window into your company, highlighting in comprehensive detail the full range of offerings and expertise of your business. The importance of investing in quality content for your own site cannot be overstated; give potential customers everything they need to know in one attractive package. Done correctly, the content on your site will entice them to visit your location in order to do one thing: complete their purchase.

Content marketing, however, is far more than just the content on your site. To fully benefit from its benefits, you need to turn attention away from your own website. Even more important is the willingness to embrace creativity. Through thinking creatively – both in the content you produce and the ways in which you disseminate information – you will soon find yourself increasing traffic both digital and physical.

Thinking differently

Great content – and subsequently great content marketing – requires careful planning and an investment in time. It also requires preparation of material that will captivate, entertain and inform. The quality of your content will affect the level of interaction and engagement, and plays an essential role in your success. How so, you might ask?

By creating a piece of content that offers something extra and/or different, your content will pique interest. Whether funny or entertaining, informative or offering a solution to a problem, assuming it stands out from a crowd, it will almost inevitably promote sharing. Constructing a solitary piece of great content can see it be shared across social networks by thousands upon thousands of potential customers. Correctly branded, this content will raise awareness of your business and reach an audience that will, in turn, be directed to your location.

Focus on local

You can also look to generate content that seeks to capitalise on localised search terms. For example, if you run a restaurant in Derby, be certain to create practical advice and informative content around search terms such as ‘restaurants in Derby’, ‘where to eat in Derby’, etc. Content marketing has the ability to boost your presence in local listings, driving customers within your immediate vicinity to both your website and your premises.

Gone are the days when web content simply existed for the benefits of search engines. Today – and in the future – content is about the user; personalisation and relevance should be the watchwords of any content you produce. Done correctly, and the number of visitors directed to your commercial premises will grow in the same way as your online traffic.

Duplicate content? Invest in new website copy

Audit your site for duplicate content

Is your website suffering from an abundance of duplicate content? Perhaps you’ve been struggling with keeping website copy fresh and decided to take the easy route, lifting text from elsewhere and pasting it onto your webpages. You wouldn’t be alone.

Even in an era where digital agencies spring up right, left and centre, and where everyone is an expert in SEO and web marketing, the amount of duplicate content on websites is staggering. But it’s not just the (very harsh) penalties dished out by Google that arise from duplicate content discovery. In fact, with many recognised brands seeing a significant proportion of website traffic coming from direct referrals (and thus mitigating – but by no means negating – a fall in search engine positions), you should be concerned about the effect duplicate content has on your relationship with your customers.

Duplicate content and your users

As a writer, research pays an integral part in my day-to-day work. Finding sources of information that are reliable and informative, and which can be supported by secondary sources elsewhere, is essential to any piece of content created. So, imagine the frustration when, after finding one page that answers my question, the next ten results in the search engine say the exact same thing, word for word, error for error. In such an instance, it often pays to scrap what’s been found and start again, if only for peace of mind.

But it is not just as a writer that such frustrations arise. Consumers looking to purchase an item online want to know all they possibly can before they buy, so reviews which have been lifted from elsewhere add nothing to the shopping experience. I, for one, have been put off a purchase after being unable to find any ‘real’ reviews. The inability of resellers to develop unique content that educated and informed cost them a sale. I like to think that many other discerning shoppers decided the same.

Ensuring your site is free from duplicate content is essential, therefore, to developing a relationship with your customers that is built on trust and value. Customers will want to know that you have put the hard work in to offer something more than your competitors, dedicated time to crafting content that answers their questions, and will offer real value for money through going the extra mile.

How to avoid duplicate content

Avoiding the pitfalls of duplicate content is easy: simple put in the hard work. Ensuring that each page you create is truly unique and valuable in its own right guarantees that you will soon have a website that is valued among your clients. Regular content audits to maintain the absence of duplicate content are a must, especially if a large number of users have publishing rights on your website.

Creating page after page of website copy may seem daunting, by cutting corners and utilising duplicate content should be avoided at all costs. If you really don’t fancy preparing content yourself, you could always employ experienced writers that have the ability to write copy that is unique and compelling every time.

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How to launch a website

When looking at how to launch a website, it is surprising how often content is overlooked. Time and again we’ve witnessed companies face a mad dash to populate their stylish new site with compelling, quality content… and failing. Why the failure? Quite simply, like any piece of art, quality copywriting and exceptional content take time to develop and produce.

Naming no names

Now, it would be churlish to point the finger and apportion blame for an oversight in the production of web content; with the design and technical aspects of a modern site becoming more and more complex, it’s perhaps no surprise that website copy often falls down the pecking order. That said, the content on your site is your direct line of communication to internet customers, so failing to place suitable importance on the discipline will mean you will be playing catch up once your site goes live.

This is where forward planning and a content strategy comes into play. The early stages of how to launch a website will doubtless include preparation of a sitemap and website specification. These will be the blueprint from which your site is constructed and should act as the starting point for preparing content for your website.

How to launch a website: content checklist

  • Prepare an editorial schedule from the sitemap/website specification
  • Research the relevant keywords for each individual page
  • Formulate your internal linking structure
  • Ensure you prepare relevant meta descriptions, headers, alt tags and page titles
  • Invest in professional copywriters to write and edit content
  • Proofread all content before uploading
  • Carry out an audit on content before launch and ‘fill any gaps’

Copywriting is an integral role in any website development. It is the means by which your message is communicated to your existing – and potential – customers. Investing in the preparation and professional writers will ensure the quality of your site is as high as possible, and will serve to engender trust between you and your customer base.

Content marketing

Once you’ve carried out all the necessary measures for the production of your website content, and your site is launched, you will be ready to turn your attention to the next piece of work: content marketing – a subject we’ll cover separately.

For the time being, if you find yourself asking ‘how to launch a website’, don’t forget the importance of the content.


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