More often than not, your website is the first way a consumer will try to find information about your business. You’ve likely spent a lot of money getting it up and running and frequently update it in hopes of keeping content fresh. But are you posting the right content? Are you sharing content that will not only pique a visitor’s interest but convert them into a customer? Here are four ways you can guarantee that a potential customer will spend some time on your website and see you as a valuable resource.

Let one thing be known. The internet is massive. There’s a ton of content out there, making it difficult to stand out. Instead of just throwing up blog posts, you’ll need to create compelling content that will attract attention and have a positive impact on your search optimization (SEO).

Three things your content MUST do:

1. Educate and entertain. When someone comes to your website, they’re usually seeking information about the product or service you are offering. Make sure your content educates them and answers as many questions as possible. Eliminate any doubts and increase the chance of them buying from you. But it’s not just about educating. It’s so important to make your content entertaining, helping you stand out from the crowd.
2. Connect. Want to win? Connetconnect with a potential customer on an emotional level. Why? An emotional connection creates trust and can turn a potential customer into a sale and valuable influencer.
3. Convert. The goal of every piece of content you share should be to convert. This could mean increaseing social media followers, generating leads, or creating sales. Conversion = revenue. Without revenue, what’s left of your business?

Now that you know what makes content effective, here are four types you can use on your website.

1. Infographics. Keeping it simple, they just work. People would rather look at a visual than read a long, wordy blog post. The text on your infographics should be clear and concise. The design should be colorful, yet not busy. Infographics are highly shareable and have a greater chance of being promoted over a photo or video.
2. Contact Pages. Most contact pages are simple. Simple is fine, but won’t help you stand out. Instead of having a bland, basic contact page requesting someone’s information, create something that will actually make a customer want to reach out to you. Personalize your form so the visitor feels like they are speaking to you. Instead of traditional lines like “Phone Number” and “Describe your issue”, try things like “How can I reach you?” and “Tell me more!” It’s okay to keep things simple, but adding a little creative flair that showcases your personality will never hurt.
3. Resources. If you’re going to write a blog post (which you should!), don’t half ass it. Make it such a good source of information that it’s not only share-worthy, but something that a customer will either refer back to or something that will create a level of trust. Own your service. Own your knowledge. Share what you’re good at and the customer will recognize you as a trusted source.
4. Videos. I mentioned that your average person doesn’t really want to read pages and pages of content. Video is king. Create short and entertaining videos that detail the product or services you offer. When making a video, think about what you’d likely share with friends. Does it educate? Entertain? Engage? If you can say yes to all three of those questions, your video serve its purpose.