In this post I am going to outline an easy to follow website content strategy that will help you attract clients while you sleep!
If we are being honest with ourselves, what’s the real reason you started your online business? Let me guess, so you could have time and financial freedom! That’s exactly what effective website content strategies can help you achieve!
Overview of the website content strategy you’ll learn in this post:
- Why you need a website strategy (and not just a pretty website)
- Start with the end in mind; what are your business goals and how can your website help you achieve them?
- Do SEO keyword research to determine where the opportunity is for your website to realistically rank in search results
- Map out your website pages and user journey; guiding them to take action
- Create a website content plan to consistently publish Blog posts that increase your website traffic.
- Prioritize creating evergreen content that works while you sleep!
- Don’t over complicate your marketing strategy for a website
As a small business owner, especially if you don’t have a team, you know there’s a lot on your plate! You’re wearing all the hats and doing all of the things. And creating content just has to be a big priority for you because you need to continue to attract leads to grow your business. But the one thing you don’t have to do? Create content that’s going to die in 48 hours or dance to the latest trending music on socials. You can create a website content strategy that’s going to work for you 24/7 to attract, nurture and convert ideal clients while you sleep!
TBH though, this is not going to happen overnight! It does take time for SEO to kick in and for your blog posts to start ranking in search results. I say this to be transparent – not to scare you! Because if you’re serious about your business then you’re in this for the long game. And that means that you are willing to put the work in for results that will give you the highest ROI when it comes to creating content online! Implementing an effective content strategy for web will continue to drive traffic and attract leads for years to come!
I have the perfect gift for you!
I created a template of the exact Blog Content Calendar I use to stay organized and consistent with my posting schedule! You can download it for free below!
1. Why you need a website strategy (and not just a pretty website)
When you’re not familiar with website design it’s really easy to just focus on the visuals of a website. Don’t get me wrong, the appearance of a website is extremely important. It’s important for it to reflect your brand and also to keep visitors on your website. If it’s not easy to use or isn’t appealing then most people do leave. So yes, website design is very important! However, if you want a website that actually works for you 24/7. AKA, drives traffic, nurtures and converts leads; you need to start with website strategy!
In short, here’s the main difference between a pretty website vs a strategic website
The purpose of a pretty website
In order for someone to find your pretty website you will have to send them there. This can be through a link on your social platforms or by directly sending the link to people. The main purpose of a pretty website is to provide all information to your clients/potential clients. It’s a place where people can buy from you or book with you.
Most people who invest in a pretty website without focusing on strategy are new business owners. Or anyone who doesn’t necessarily want to use their website to actually grow their business. It’s a place they are sending their existing community to learn more or to book with them. It saves them time so they aren’t going back and forth scheduling clients or having to repeat themselves sharing information.
The purpose of a strategic website
When you have a strategic website your goal is to use your website to grow your business! The pretty part is of course included! A part of having a strategic website is for it to be visually appealing so, don’t worry, you don’t have to live with an ugly website!
You have to implement marketing strategies for websites in order for it to work for you 24/7. Your website design strategy is based on data and research. We start with SEO keyword research to determine what your ideal clients are actively searching for. We determine where there’s an opportunity for you to realistically rank in search results. Then we map out the core pages of your website and your user experience based on the research and your business goals. The entire process is determined by your goals and how your website can help you achieve them!
Which one’s right for you; a pretty website or a strategic website?
There’s no right or wrong here. It honestly just depends on where you are at in your business and what your goals are. As well as where you want to spend your time! Yes, we can create a content strategy for websites that optimizes your main pages for SEO which can attract leads for your business. But I do recommend blogging as well to continue to increase your website traffic; this is where you’ll see those BIG results. Like, hundreds of website clicks per month!
But if you don’t enjoy writing and you love social media marketing then you can have a pretty website no problem! You can even start with a pretty website and then add SEO and a blog in the future. Every business is different and it really comes down to your business goals.
To be clear though, if you want your website to actually grow your business, a clear website strategy is essential!
2. Start with the end in mind; what are your business goals and how can your website help you achieve them?
In order to have a strategic website we need to know what your goals are. Think deeper than just your website goals; think about your business goals. What do you want to achieve in your business:
- Do you want to grow your email list
- Do you want to increase your leads
- Do you want to increase your sales
Once you know your business goals then think about how your website can help you achieve them:
- How can you grow your email list through your website
- How can you increase lead generation with a web content plan
- How can you direct your website visitors to book with you in order to increase your sales
These are just a few examples, of course your personal website content planning will depend on your unique business goals. When you know what you want your website to do for your business you can plan out your website content, pages, copy and CTAs (call to action) from there.
3. Do SEO keyword research to determine where the opportunity is for your website to realistically rank in search results
SEO keywords are very important when it comes to ranking on SERP (Search Engine Results Page) aka Google or any other Search Engine. When you actually research keywords you’re able to understand what your ideal clients are searching for. You will use these keywords in your copy to optimize your web pages and your blog posts. But even more than that these SEO keywords will help you determine what type of content to have on your website.
Most service based businesses will have the following website pages:
- Home
- About
- Service
- Contact
When you do your SEO keywords it will show you where you might be missing out on a web page that could bring you a lot of traffic. For example, I have a client with a Photobooth and when we did her keyword research we found there were a lot of searches based on Photobooth rates and prices. She already had a services page but there was an opportunity to add a specific page for pricing.
If you are ready to invest in Website Design and SEO services you can book your free consultation to work with me.
Or if you want to get started with your own SEO keyword research you can learn how to do that here: 4 Ways To Do SEO Keyword Research
4. Website creation strategy – Map out your website pages and user journey; guiding them to take action
Once you have determined what pages you will need you can get started with your website creation strategy. I would recommend creating wireframes for your web pages. This always helps me have a visual of what the design layout will look like and how we will be linking to pages.
Wireframes can be a simple sketch of the website page layout. I like to hand draw them but you can also do them on your computer using platforms like Figma or Adobe. Here’s an example of a website wireframe.
The reason this is so important is because you want to direct your visitors to take specific actions. Make it really easy for them to find exactly what they are looking for! For example, if your goal is to grow your email list, have a “join newsletter” button in your top navigation menu. Or have a freebie offer pop up when they land on your website where they trade their email for this free offer.
Your website menu (top navigation)
Add the most important stuff to the top of the page. Your top navigation menu is very important because that’s what users will refer to when trying to find specific content on your website. I recommend having no more than 5-6 links on your menu. Don’t confuse your users, you don’t want it to be like an overcrowded restaurant menu. Too many options can deter people from moving forward!
Website above the fold section
The second most important section is the above the fold section. This is what the user will see on their screen before they start to scroll down. This is where you want to capture their attention and add a CTA to support your main goal.
The above the fold section on your website should include:
A simple tagline that states:
- What you do
- Who you serve
- How you can help them
- CTA
The importance of internal linking
It’s really important to have internal links throughout your website. Internal links are where you link to other pages within your own website. This matters because it helps Search Engines, like Google, crawl your website. Crawling your website means Search Engines crawl through all of your website pages and the way to go from one page to another is through internal links. You are literally creating a spider web of internal links to make it easier for Google to crawl. Once your pages are crawled Google will index them. Meaning it will file them away in its library of web pages and when your content matches a search query it will present that page to the user in the search results page.
This ties back to SEO keyword research because the way Search Engines match search queries with web pages is by matching keywords. So matching the users keywords from search to the keywords on your web/blog page.
You know you need a website for your business but you have no idea where to start?
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5. Create a website content plan to consistently publish Blog posts that increase your website traffic.
If you are launching a website I do think you should definitely optimize for SEO. It will help your website rank over time. But if you are serious about using your website to work for you 24/7 and actually grow your biz, then you need a website content plan to consistently publish blog posts.
Think of it this way, each web page is optimized for specific keywords based around one topic. With each blog post you can start to target different keywords and have a whole lot more pages that have the opportunity to rank in Google. Not only that, it’s a great way to provide value to your ideal clients and grow your audience, aka lead generation.
I wrote a blog post that teaches you exactly how to create a blogging strategy to consistently publish your blog posts. This is exactly how I plan my own blog content: My Quarterly Blog Planning Strategy as a Business Owner
6. Prioritize creating evergreen content that works while you sleep!
One of the best parts about blogging? Your blog posts can continue to bring traffic to your website for years to come! Yes, you read that right! A single blog post can bring in qualified leads for years. And because a blog post you write today can appear in Google a few years from now; you want to make sure it’s evergreen content. Evergreen means that a specific piece of content will always be relevant. It’s not only relevant at certain times of the year or dependent on trends, etc. For example, a blog post about Christmas will not be relevant in the summer. Try not to tie dates to your blogs so that no matter when someone lands on your post they won’t be able to tell when it was written.
That being said, it’s also important to update your posts. Google likes fresh content and you should post new content consistently. But you can also update old content to refresh it. There are some topics where you can update them yearly for example. I have a post “How to successfully blog in 2025”. I can easily update this every year with new or updated information and it will stay relevant. It’s not entirely evergreen because I do have to update it but it’s close enough!
7. Don’t over complicate your marketing strategy for a website
You don’t need to over complicate your website content strategy or your website design. The more clean and clear it is the easier it will be for your users to navigate and for Search Engines to crawl.
When I started website design, I used to see all of these really intricate designs and was so inspired by them. Don’t get me wrong, they were beautiful! I started designing like that as well because I was visually drawn to it. But the more I learned about website strategy and user experience I realized some of those designed over complicated the user journey. And the whole purpose of your website is to support your business!
Make it really easy and clear for your website visitors to find the content they are looking for and write your content so Google can understand it. Think back to when you were taking notes in school. You have your title (this will be in the above the fold section), then you have headings, subheadings and paragraphs. This is how Google reads your content and determines the hierarchy or information on your web page.
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