Content is Hard to Create
So now we get to the tough reality: content is hard to create. It is time consuming. It takes someone who is very knowledgeable about your dealership and the industry. It requires someone who can write.
With that in mind, here is what you want to make sure is included on your site.
Creating Your Main Website Content
When it comes to the content of your main website there are a few main objectives:
Supports the Sales Process
Your web content should support your sales process. When someone talks to a rep and then visits your site, it should be a seamless experience. Similarly, when someone checks out your site before a sales call, it should tee the ball up.
Supports New Business Initiatives
If your web content positioned appropriately, current and potential clients should be asking you about new solutions like print management and document management. When these items are prominently displayed on your website and backed with enough depth of content to prove you are an expert, your clients will ask their sales reps.
Shows You Understand the Client’s Problems
Web content should be written from the reader’s perspective. You want to capture the clients’ attention. So, think about what is important to them and frame your content around common business problems and goals and show them how you can help them achieve these goals.
Positions You As the Expert
The content on your site should go into enough detail to prove that you really know what you are talking about. While you should certainly follow the rule that the initial pages of the site should not have too much content, as you drill down in your site you should find more and more content on each page. Even if clients don’t read this, they see that you have a lot to say on the subject.
Large companies like HP now have many of their mid-level executives blogging on a regular basis. Their postings are on topics that they have encountered recently.
When we are posting weekly or daily content to our dealer clients blogs with our Search Engine Optimization Service, the topics include:
Articles from their dealership newsletter
Opinion articles on document management, workflow, color and print management
Press releases and case studies from OEM’s and solutions vendors
Local case studies
As you write blog content, keep in mind the same guidelines for general web content. You blog should position you as an expert and show you understand your clients business problems.
Blogging is much less formal than copy for your regular website. So, you can be much more conversational in these postings. The important thing about blogs is that you update them regularly.
Bonus: Look for our next article on "Developing a Content Strategy"
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