Your website is a powerful marketing tool for your business. A well-developed website provides information about your business, your background, and your brand. More importantly, it can provide useful resources that encourage visitors to come back to your site and purchase your goods and services. Posting on the website allows you to demonstrate your expertise and provide your visitors with information, tools and tips that can improve their performance. Five effective publications include Tips, Glossary, Frequently Asked Questions, Stories and Case studies.
1. Tips. Tips are some of the simplest and most effective website postings. They consist of a series of recommendations designed to improve performance in a specific area. Your advice should be brief (3 to 4 sentences maximum) and the first sentence of each advice should consist of an action statement. For example, as a lifestyle coach, one of my favorite tips is “Eat 4-6 meals a day”. I then follow this statement with several sentences that describe the benefits of this approach when it comes to losing weight and leading a healthy lifestyle.
2. Glossary. A glossary is another simple website publication that you can use to provide useful information to visitors and demonstrate your expertise in a specific area. Simply identify the terms that are relevant to your niche market. For example, as a cycling coach, I know that cyclists and multisport athletes want to know more about power-based training. So I can develop a website glossary that defines terms like power, functional power threshold, critical power, and power meter. The beauty of a glossary is that it is very easy to create and does not require a lot of time. It will also give your readers the kind of information that will keep them coming back to your website. Just add a new term every two weeks to maintain interest.
3. Frequently Asked Questions (FAQ). The FAQ can be used in the same way as tips and a glossary. However, an advantage of the FAQ is that you can use common questions. Based on your experience, you simply include the questions you were asked and provide answers to those questions on your website. For example, I am often asked questions such as “How can I increase my power on the bike?” And “What are the benefits of power training?” By providing the answers to questions like these, I am able to demonstrate my expertise and increase the likelihood that visitors will use my services.
4. Stories. Stories are inspirational anecdotes that can encourage and motivate your visitors. Good stories provide useful information and serve as examples to follow. Your stories should be short (1-3 paragraphs) and honest, and should include a lesson that we can all learn from. For example, if you have a client who has overcome a very difficult situation, their story could serve as an inspiration for people facing similar issues. Of course, you need to get the client’s permission before using their story and you may also need to protect their identity.
5. Case studies. A case study is a real-life example of a problem and the strategies used to solve that problem. The benefit to the reader is that your case studies will provide specific techniques and tools that can be used to resolve a variety of common issues and problems. The benefit to you is that the case studies provide a very clear demonstration of your knowledge, expertise, and effectiveness in dealing with a particular type of problem. Keep your case studies brief, and be sure to highlight key steps readers can take to resolve similar issues in their lives.