The Secrets To Creating Engaging, Informative And Shareable Content For Your Website

April 21, 2023 / Justin Widdop

We can all agree that a website needs content. Yet, when it comes to creating content there is a lot of misunderstanding and confusion, especially when you're trying to decide what needs to be created, why it needs to be created and how you create it. It's not as simple as creating any old content, throwing it on your website and forgetting about it.

Sometimes that might be enough for a simple business website but if you're serious about your business and want your website to drive revenue and build customer loyalty; then you need more than just pages of products and contact information. You need content that engages your readers, increases website traffic and builds customer loyalty.

The reality is that due to the ever-changing landscape of the internet, website content can make or break your online business. Whilst there are dozens of different types of content that should be created for a successful website, you need to be committed to getting it right for your business. Content is king, but when put together on a whim and with no thought your content will simply fall on deaf ears. Content is the lifeblood of your website, and without it a website can struggle to attract an audience and generate results.

One of the biggest mistakes we see with websites is when the business owner gets so caught up in the design of their website and forgets that people don't just visit websites because they like how they look. They visit them because they have something they want. The switch that many websites need to take is from focusing only on style and instead thinking about style and substance.

With the busy lives that most of us lead it might seem like adding more work of creating content to an already busy schedule is a bad idea. But guess what? It isn't! Being a content creator should be on the job description of every UK business owner, including yours.

What Content Does A Website Need

The first thing you need to know is what content you need on your website, so below is a simple guide on the content you need to you include on your website.

Homepage content

The homepage is the first thing that visitors see when they arrive on your website, so it's important to make a good impression. The homepage content should be clear, concise, and engaging. It should give visitors a sense of what your site is all about.

Remember, it’s not all about looks. Yes, make your website home page attractive but don’t forget substance. You need to have good content on your home page that conveys your message, attracts your audience and influences them.

Also, make sure you are giving Google something to work with by ensuring your main keywords are included on your home page.

About Us page

The about us page is where you can tell visitors about your company, your mission, and your values. It's important to make this page personal and engaging so that visitors can connect with your brand.

Some websites ignore this page and feel that having a small piece of ‘about us’ text on their home page is sufficient, but this is not the case. A page allocated to this is always important.

Products or services pages

If you're selling products or services, you need to have detailed descriptions of each one on your website. This information should include descriptions, USP’s, features, and benefits, as well as high-quality images or videos.

Don’t be sparse with this information. Give both your audience and Google enough information to work with. This will help with your SEO but also gives your potential customers a well-rounded idea of what you are offering and how you can help them.


A blog is an ideal way to create fresh, engaging content for your website on a regular basis. By writing blog posts that are relevant to your audience, you can establish yourself as a thought leader in your industry and attract more traffic to your site.

Testimonials/Case Studies

Social proof is a powerful tool for building trust with your audience. Including testimonials from satisfied customers on your website can help to establish your credibility and encourage new visitors to become customers.

If you can also create case studies where you go into more detail about how you have helped your clients and answered their pain points, then do this. A case study needs to include:

  • Details on the problem the client had before engaging your services
  • What you did to solve these problems
  • Images or videos of your work
  • A testimonial from the client


Frequently asked questions are the ideal way to answer the questions your potential clients will have before you even speak to them. You can give confidence to your audience and allay any fears they may have through a detailed and well-thought-out FAQ area.

Here is an example of our FAQ’s.


Videos are powerful and valuable content for any business. When they are done well these can be one of the greatest content assets you have at your disposal. If you are looking to be a leader in your industry, then video must be part of your ongoing content strategy for your website.

Contact Us

Finally, it's important to make it easy for visitors to get in touch with you. Make sure your contact us page includes a form and clear call-to-actions, such as a phone number and your address.

The 5 Keys To Successful Website Content 

Now you know what content is needed on your website you need to ensure that the content is going to work for you. If you are committed to growing your website and seeing it achieve results for your business, then here are the 5 keys to successful website content that you need to apply today.

Understand Your Audience: The Foundation for Great Content

You don’t want to create just any content but instead, content that resonates with your target audience. To do this, you must understand who they are and what they're looking for. Do you know who you are trying to reach with your content? If you don’t how can you reach them?

Conduct comprehensive research and create a buyer persona to identify their demographics, pain points, and preferences. You can then use this information to guide your content creation process. It’s your job to then ensure that every piece of content you create speaks directly to your audience's needs and desires.

Crafting Engaging Headlines: The Key to Captivating Your Visitors

Your headline is the first impression your content makes on your audience, and as the saying goes, you never get a second chance to make a first impression. Don’t just come up with any boring headline, think about it!

Investing time and effort into crafting catchy, attention-grabbing headlines is essential for enticing your visitors to click and read further. Make use of power words, numbers, pain points and questions to pique curiosity and promise value. Remember, a great headline is the key to unlocking the door to your content.

Embracing Storytelling: The Art of Human Connection

Everyone loves a good story and websites that truly captivate their audiences go beyond just providing the same old information. Instead, they create an emotional connection with their visitors through the power of storytelling.

To create content that truly resonates with your audience, weave stories into your content and by doing this, you will not only make your content more engaging and relatable, but you'll also create memorable experiences that keep your audience coming back for more. 

Prioritising Readability: The Path to Retaining Attention

In the fast-paced digital world, attention spans are shorter than ever. To keep your audience engaged, prioritise readability in your website content. Break up large blocks of text with headings, subheadings, bullet points, and images. Make use of short sentences and paragraphs and avoid jargon and complicated language.

By ensuring your content is easy to read, you increase the likelihood that your audience will stay on your website and consume more of your content.

Focusing on Value: The Secret to Shareable Content

The most successful websites consistently provide valuable, actionable content that solves problems and answers questions for their audience. To create shareable content that keeps your audience coming back for more, focus on delivering value. You need to offer practical tips, unique insights, expert advice and always prioritise quality over quantity.

Sharable content needs to focus on these 3 things:

  1. Educate your audience
  2. Demonstrate your authority as a thought leader
  3. Position you as an expert

When you consistently provide value, you establish trust with your audience, making them more likely to share your content and recommend your website to others.

3 Final Content Tips

No one ever said creating good quality content was easy but if you stick to the above and follow all we have laid out in this guide, you will see success.

To conclude we want to leave you with these 3 simple but effective website content tips to help you create some stand-out and effective content for your business.

Stay on-topic

Make sure that each piece of content you create relates back to the main topic at hand. Don’t try to cram too much into one piece and don’t drift off subject.

When writing content such as blog posts use keywords related to the topic while still making sure that they don't sound like spammy keyword stuffing techniques trying to rank higher in Google search result pages. In the long run, this will not pay off.

Proofread and check your content carefully

You should always proofread and double-check your content carefully before publishing it. Even the smallest error can undermine your professionality and work.

Consistency is everything

One of the biggest mistakes many businesses make with their content is inconsistency. They are so hit and miss with creating and publishing it they never gather any momentum and results don’t follow. Be consistent. It will pay off.


Your website can have a visually stunning layout and be the best-looking website in the world, but if it doesn't have solid content, progress will be slow and frustrating. The content is what makes your website special and what keeps visitors coming back. Make sure you invest time in creating quality content for your audience, the results will then follow.


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