1. Be clear who your content is aimed at

Let’s start with four categories of people you might want to attract to your website:

  • People who might want to buy the products and/or services your business provides.
  • People who want to work for your business.
  • People who want to invest in your business.
  • People who don’t want to do any of the above, but who might influence others.

Obviously, not all of these categories might apply to you, and there may be other categories that do.

For each category that does apply to you you can create further subcategories. For example, the first category (potential customers) might be sub-divided into:

  • People who have problem but don’t know what sort of product would solve it.
  • People who know what sort of product they want, but don’t know which particular model they should buy.
  • People who want to buy a specific product and want to know how much you sell it for and when you could deliver it.

You might also sub-divide categories in other ways, such as where they live, or the language(s) they speak.

2. Establish what your potential website visitors want

Once you’ve identified the categories of people you want to visit your website you can work out what you think the people in each of those categories are likely to want to find on your website.

One way of doing that is to imagine you are in in that category, or (even better) get someone you know to imagine that are in that category, or (best of all) actually find someone who really is in that category and have a conversation with them (or yourself).

3. Decide what you want your website visitors to do

For each of the categories of website visitor you’ve identified you should decide what you want them to do whilst they are on any given page on your website. For example, you might want them to:

  • Visit another page on your website
  • Contact you
  • Book an appointment via your website
  • Order a product from your website
  • Visit your premises
  • Share your details with someone else
  • Sign up for your email newsletter
  • Follow you on social media

It is, of course, entirely possible that you’d be happy for them to do more than one of these things. If that’s the case you should rank them in some sort of order. For example, your preferred action for them to take might be to buy something from your website, but after that you might be equally happy if they shared your details with someone else, signed up for your newsletter and/or followed you on social media though even in this situation you might want to try to force some sort of ranking. (Getting someone’s email address probably out-ranks the other two!)