All online marketing content should be created not just to be easily found on search engines, but also to be customer friendly. Content needs to provide potential customers with the needed information about your products and services in such a way that they are engaged and made to feel as if their needs come first. Web content is not simply about presenting information pertinent to your company. Getting rid of we and our and replacing it with you is a good start, but it is not enough. Don’t simply rephrase, here’s what we do, to, here’s what we can do for you. That is not enough to attract a customer’s interest.

Start with a Question
It is always better to begin by asking your customers questions and providing links to different possible answers. If a customer starts on your landing page and the first thing they see is a question, they are more likely to stay and look for a service that can meet the need mentioned in the question. For example, if you own a company that provides payroll services, you might ask customers about a situation where a payroll error created problems for the company. Where employees where short changed or tax information wasn’t recorded correctly. You begin by asking about errors, and then you provide links to different payroll services that address different needs. By asking the customer to identify the service they are most interested in, you engage them and encourage them to continue browsing. By using a question format for all page and paragraph headings, you encourage the customer to read further to discover the solution.

Provide Information on Solutions
You are familiar with what most customers seeking industry services you provide want. Read your content as if you were a customer. Ask the stupid or inane questions, because what seems obvious to an industry insider is often gobbledygook to those shopping. Make sure your content offers actual solutions to a problem using as little industry lingo as possible. Never assume a customer is familiar with your products, they often come looking without a clear idea of what they want. Tell them what the solution is before you try and sell them a product. If you sell management training courses, describe what they need their managers to offer, before telling them that they can learn the information on your site. Always provide as much detail as possible without overwhelming the consumer. They don’t need the minutia, but they do need enough information to motivate them to make contact.

Getting contact from customers through your website is the purpose of online marketing. If you sell products, you want to drive direct sales. If you sell services you want people to email or call your company for more details. Convincing customers to take action is the hardest part of online marketing, but offering solid content with actual solutions can be all the motivation they need to take the next step. Once you have them engaged in conversation, via telephone or email, it is a short step to convince them to buy.