By David Hall,
Vice President Sales and Marketing, Pro-Active Websites

The information contained within a Web site is its content. Generally, the more useful and relevant content a Web site offers, the more successful it will be. Content can include products, articles, tutorials, video product reviews, podcasts, industry news, opinions or whatever might be interesting and desirable to your customers. Your content should be easy to understand and should be focused on the targeted prospect and customer.One of the questions I am constantly asked is what makes for great Web site content. You’ve probably heard the expression that “Content is king.” How do you go about getting the right content on your Web site, so others will engage with it?

Start by taking a look at what you do every day that is special and unique. Perhaps your store focuses on teaching seniors. Work with your teachers to write articles that show the many benefits of teaching music to this demographic group. How many times have you had a student or parent tell you how learning an instrument has affected them in some astounding way? Create a survey and ask questions about their experiences. Record video testimonials that illustrate their joy of learning and explain how making music has impacted their lives.

Thankfully, working in the music business provides familiarity with, and easy access to, products that can help you create your audio and video content. It doesn’t take a huge investment to get started, and there are plenty of inexpensive audio and video recording products available.
Here are a few other suggestions for content that you can create and utilize on your Web site.

Start A Store Blog. A blog is a Web site where individuals or groups of users record opinions, information, etc., on a regular basis. Creating a store blog is one of the best opportunities to build a community of people who are looking for, and are interested in, your products or services. It’s your goal to provide them with relevant information and keep them coming back.
You don’t have to create the technology to design and manage a blog on your own. There are a number of blog-building tools available at little or no cost.

Create An Online Lessons Course. If you offer lessons, you have a tremendous pool of resources within your reach. Work with your teachers to create video introductions and beginner lessons for all instruments, voice, and recording and DJ equipment.

One of the questions I am constantly asked is what makes for great Web site content. You’ve probably heard the expression that “Content is king.” How do you go about getting the right content on your Web site, so others will engage with it?

Offering new students the opportunity to learn on their own time will remove any pressure, and you’ll establish credibility in their mind as a knowledgeable educator. There is no magic number of video lessons to offer: Three to five should do the trick. Your goal is to inspire repeat visits to your Web site and seed the market for new students. Remember to make it easy for students to continue their lessons in-store by including your contact and sign-up information at the end of every video. Consider having every student register with you prior to receiving any video links. If you make them available to the general public, don’t forget to post them on YouTube.

Create Videos To Demonstrate Products. Use videos to sell more products. Videos are more accessible than ever, and you will want to use this medium to get your sales message out. Keep your videos short, highlighting just the main features. Show the product in action wherever possible and post them on YouTube.

Host An Audio Podcast With Guest Interviews. A podcast is a multimedia digital file that is made available on the Internet for downloading to a portable media player, computer, etc. Audio is popular because people can listen to it anywhere. Work with your employees to create a library of podcasts. Interview interesting people from your community, and be sure to exchange links wherever possible.

Create A Customer Testimonial Page. We all understand the importance of word-of-mouth referrals. You can use your Web site to accomplish the same results by creating a customer testimonial page. This can be a key content element because it will contain unbiased comments that prompt visitors to buy. By using testimonials in text, audio or video, you will introduce content that will promote your product in a convincing manner and provide search engines with unique and relevant topics to index.

Make A Top 10 List. Create a list of your top 10 bestselling products or services. Include your product demonstration videos, customer testimonials, brochure downloads, specifications, user manuals, FAQs and any other content that will set you apart from your competition.
Your Web site might be the only contact that you have with a prospect. Put your best foot forward and give that person every reason why he or she should buy from you.

Create An FAQ Page. Write down questions that are asked of you and create an FAQ page. Keep an open ear to new questions, and keep updating this page. It’s important to make sure you’re answering real questions, not just those you’d like people to ask.

Upcoming Event Announcements. Tell customers about upcoming events in your store. Provide as many relevant details as possible, including reasons why they should go and how they will benefit from attending the event.

Tell Customers About Your History. Write about your company’s history. This helps people get to know you better. People like to do business with people…not cold, faceless companies.

Think of content as a vehicle for discovery, engagement and sharing. Content allows you to tell your story and is the core of what will drive repeat business to your Web site. Creating good and interesting content is not as difficult as you might think it is. The key is to make sure you have a manageable strategy for developing new content. Commit to creating just one new page or enhancement each week, and you’ll have a content-rich Web site in no time at all. You will then be ready at all times to entice new visitors and drive repeat customers to your Web site.

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