It’s probably silly to ask if you’re satisfied with the lead generation from your website or blog.  Very few would say they are.  Unless you have a straight e-commerce store website with just product listings, the content on your site that draws visitors and attempts to get their information for further marketing is crucial to your lead generation success.

In this article, you’ll get four best practices that will improve your content and the leads that it generates if you follow them.

Know your customers: You obviously know your content and your business.  But, do you know if your content is presented in ways that will appeal to your visitors to convert them to future customers?  What do they want when they do business with a company like yours?  What questions do they want to be answered?  How do they make decisions related to buying your products or services?  Is your content answering those questions and informing those decisions?  What you think is important or valuable may not match their requirements.

Use the right key phrases:  It is well beyond just keywords.  Are you using the key phrases they would use when searching for your products or services?  Do you present some of those phrases as “conversational searches?”  A huge number of searchers are using Google voice search on their phones.  The sentence “Your home will be secure with home security systems from XYZ Company” isn’t going to work as well as “Where are home security systems sold nearby?”  That “home security systems phrase is in both, but it will work far better phrased as a question that would likely be spoken into a phone,

Get to the point:  Whatever phrase or question that brought them to the site needs to be addressed very quickly in your article or blog post.  The best way to do that to keep them reading is to hit it straight-on with something like “This is where you’ll find the right place to protect your home with state-of-the-art home security systems.  Read on to see why many aren’t doing the job for homeowners.”  You get the phrase right at the top and a hook to get them to read on.

Stretch your creativity:  Your competition is creating content addressing the same questions if they’re smart.  The search visitor can get another result with one click on the back arrow.  Using our running example, don’t be afraid to try something bold.  Perhaps that article beginning would look something like: “There’s an online course in how to disable your home security system for a break-in.  If you can learn how to build a bomb online, you can certainly learn how to disable inferior home security systems.  Find out here how to stop these criminals.”  Hopefully, this company is selling high-quality equipment, but the point is to get and keep their attention until you can get their business.

Keep these four best practices in mind as you modify or create content, then place strong calls-to-action to build a stream of quality leads.