As a digital agency startup, it’s crucial to present your services in the best possible light, right from the beginning. From helping you attract potential clients to establishing trust and credibility within your field, the right website content can make all the difference.
But how should you approach copy and content for your new business website?
To give you a head start, our team is here to explore some essential tips for crafting website content that not only resonates, but also helps boost your online visibility and fasttrack your agency’s success.
Want to learn more?
Good, let’s dive right in.
1. Don’t Just Know Your Audience — Understand Them!
Competition is heating up in the world of digital marketing services and creative content. As a startup, your website will need to do some heavy lifting if you want to stand out as an industry leader.
But, before you can create targeted and impactful website content, it’s important to know exactly who you’re targeting, and what they’re searching for.
This is where effective audience segmentation comes in.
Audience segmentation allows you to tailor your content precisely to the needs, preferences, and behaviours of different groups within your target market — without losing sight of your bigger picture, or alienating a broader audience.
Wondering where to start?
Here are 5 tips to help you strategically segment your audience and ensure your website content hits all the right targets:
Tip 1: Conduct surveys
As obvious as it may sound, creating audience surveys is a great first step to gaining an initial insight into the unique needs, preferences, pain points, of your target audience.
Surveys provide an opportunity for customers to voice their opinions and express their needs. This allows you to identify emerging trends, uncover areas for improvement, and strengthen your overall understanding of each client subgroup or particular demographic.
You can then use this valuable feedback and data to inform your content strategy and lay a more solid foundation for impactful content creation.
Tip 2: Create buyer personas
Sometimes viewed as an ‘old school’ marketing technique for deep diving into your audience’s preferences and needs, buyer personas are actually a valuable strategy for creating great website content.
By developing detailed profiles of your ideal clients, you’ll gain a deeper understanding of what they want from your digital agency. You’ll also gain an insight into their geographical locations, their evolving interests, and even their decision-making processes.
You can apply this knowledge to everything from your SEO strategy to the tone of voice you use in your content.
Tip 3: Analyse analytics
As a creative service provider or digital marketing agency that’s ‘fresh on the scene’, you probably won’t have existing website data like bounce rates, traffic sources, or user demographics to analyse. But, you can start by setting up basic analytics tools like Google Analytics to track essential metrics from the moment your website goes live.
This allows you to monitor visitor behaviour, identify popular pages, and gain early insights into your audience’s preferences and interests.
As your website gains traction and attracts more visitors, you can refine your analytics strategy to make more informed decisions, optimising your website content on an ongoing basis for maximum impact and engagement.
Tip 4: Explore competitor audiences
While your primary focus should always be on your own digital agency — especially in the early days — exploring competitor audiences can shed some light on how you should be positioning your startup.
By taking the time to analyse the type of audience your competitors are targeting, as well as the messaging and engagement strategies they’re using, you can identify gaps, opportunities, and areas for differentiation.
Just don’t forget to stay true to your own brand and vision — a good digital agency is one that isn’t afraid to lead the way, even as a new business!
Tip 5: Carry out keyword research
When it comes to digital content, keywords are the building blocks of online visibility. But, with search engine algorithms constantly changing, it’s up to you to make sure your website content and SEO strategies are consistently aligned.
To do this, start by conducting thorough keyword research to uncover the specific terms and phrases your target audience is using to search for services like yours. Be sure to update this list as your business grows and your audience needs evolve.
This level of insight also allows you to optimise your website content for local and highly-targeted audiences on an ongoing basis. Using specific keywords to match search queries, you can improve your chances of ranking higher in search engine results.
Did you know? Effective audience segmentation can also help you adjust your pricing model to ensure all client work matches specific expectations and budgets. While building customer loyalty is critical for startup success, never undervalue your services; quality work is always worth investing in!
2. Develop a Content Strategy That Speaks Volumes
From presenting pain point solutions to leveraging storytelling techniques that trigger action, your approach to website content can significantly impact client engagement.
Aligning with top industry standards and connecting with your audience from the moment they land on your page, your website needs to do more than pack a punch. It needs to tell an engaging story that keeps people coming back for more.
Whether you’re planning a blog section or want to add drop-down sections for a more seamless user experience, strategic planning is essential.
So, before building out your website content, consider these tips:
- Identify necessary pages: Prior to planning your website content, you’ll need to nail down the exact pages your website needs content for. This can include a homepage, an about page, individual service pages, and a contact page. Planning a site map in advance will help ensure comprehensive coverage of your digital agency’s offerings and facilitate easier navigation for users.
- Determine content ownership: It’s always a good idea to determine who will be responsible for writing your website copy as early as possible. Whether it’s an in-house team or outsourced professionals, clarifying content ownership will help streamline the content creation process and help maintain accountability.
- Establish a tone: As a startup, establishing a tone and style that best represents your digital agency will keep your brand identity consistent and well-rounded as you grow. A cohesive tone will also promote trust amongst your audience and reinforce your agency’s unique voice in the market.
- Create a content calendar: There’s more to an effective content strategy than social media management and email marketing. A structured content calendar should include content writing for your website, including details like blog post titles, details about the content, and potential keywords to include in each post — all planned several months ahead of time.
- User experience: First impressions count, which means your user experience needs to be on point from day one. Before launching your website, be sure to prioritise a user-friendly design, making it easy for visitors to navigate and find the information they need. This will naturally enhance retention rates, reduce bounce rates, and signal professionalism and reliability to both users and search engines.
- Use content creation templates: Structuring your website content can be a tricky thing to get your head around, especially when you’re trying to juggle multiple roles and give your startup the best possible start. Consider streamlining your content creation process by using templates for various types of content, like blog posts, service pages, and landing pages. Templates ensure consistency in formatting and messaging, saving time and effort while maintaining brand consistency.
3. Consider a More Strategic Approach to SEO
Search engine optimisation (SEO) is a sure way to get your startup digital agency website noticed. But, when limited resources and time constraints make it difficult to put an extensive strategy in place — what should your agency be focusing on?
Here’s how to optimise your website content strategically to get the best results – without overwhelming your resources:
Focus on long-tail keywords
Rather than competing for broad, highly competitive keywords, target long-tail keywords that are more specific to your niche and have less competition. Long-tail keywords not only attract more qualified traffic, they also improve your chances of ranking higher in search results.
Optimise meta tags and descriptions
Sometimes, even the smallest details in an SEO strategy can make all the difference. For example, we suggest taking a closer look at your meta titles and descriptions, ensuring they accurately summarise the content of each webpage. Why? Because optimised meta tags improve click-through rates and signal the relevance of your content to search engines.
Create high-quality content
Search engine algorithms now favour high-quality, valuable content that addresses the needs and interests of your target audience. This is why it’s essential to develop content that attracts backlinks, enhances user engagement, and boosts search rankings. This can include comprehensive guides, informative articles, and engaging multimedia content that helps establish your authority as a digital agency.
Optimise website structure
It’s not just compelling copy that search engines notice; they also value structure. For best results, organise content logically with clear navigation, user-friendly URLs, and internal linking to facilitate easy access to information and improve crawlability. With a well-structured website, you can enhance the user experience, increase retention rates, and instantly improve search engine visibility.
Prioritise mobile optimisation
With the majority of internet users accessing websites on mobile devices, mobile optimisation is now non-negotiable. Make sure your website is responsive, loads quickly, and provides a seamless browsing experience across various devices. Mobile-friendly websites naturally rank higher in mobile search results and appeal to mobile users — a great way to drive traffic and instantly boost engagement!
Tip: When it comes to content marketing and digital advertising, a good balance between organic and paid marketing is essential.
A profitable business is one that doesn’t just lean on influencer marketing or paid social media ads to tell its brand’s story.
While influencer marketing and social media ads can deliver great results, a well-rounded digital marketing strategy includes a strong emphasis on organic and more sustainable visibility through search engine optimisation (SEO).
This is why investing in professional SEO services is usually a better use of resources for a successful digital marketing agency.
4. Don't Overlook Structure for Storytelling
As mentioned above, the structure of your website plays a vital role in not only improving the user experience and driving purchase decisions, but also in helping your site rank higher in search engines.
But, which elements of your website’s structure can you leverage to achieve better results from your website?
Here are some key structural elements to consider:
- Strategic use of headings (H1, H2, etc.): Try to incorporate relevant keywords into your headings to signal the main topics of your content to search engines. Also, be sure to use hierarchical heading tags (H1 for main headings, H2 for subheadings, etc.) to organise content and improve readability. For content to resonate, it has to make sense!
- Optimised URL structure: Keep your URLs concise, descriptive, and relevant. A clear and optimised URL structure not only helps search engine crawlers understand your content, it also enhances the user experience by providing informative and easily-navigable URLs.
- Internal linking strategy: Where possible, strategically link relevant pages within your website to establish a logical hierarchy and guide users towards other areas of your site. Internal links also help search engines discover and index new pages — even more reason to put some time into your linking strategy!
- Image optimisation: Optimise images by using descriptive filenames and image alt text that include relevant keywords. Optimised images improve accessibility for visually impaired users and provide additional context to search engines, helping them understand the content of your pages.
- Strategically-placed CTAs (Call-to-Actions): Guide visitors through your website with strategically-placed CTAs that encourage desired actions, like contacting your agency, signing up for a newsletter, or downloading a resource. Effective CTAs enhance the user experience, drive conversions, and ultimately contribute to higher search rankings — what’s not to like?!
5. Have Bulk Content Ready to Go
As your digital agency startup finds its feet and adapts to market conditions and evolving client needs, it’s common for your own digital marketing strategy to take a backseat.
This is why, when launching your new creative or digital marketing business website, it’s vital to have enough content in place to give a great first impression and build credibility for your creative or digital marketing services.
To do this, it’s a good idea to have some bulk content ready to go.
When planned correctly, bulk content contributes to a well-rounded website and provides material for ongoing promotional activities that will help establish your startup’s online presence.
Here are some tips to help creative and digital marketing agencies achieve this:
- Select strategic blog topics for launch: Rather than simply writing and publishing any type of blog on your website before launch, select blogs or articles that showcase your expertise in areas relevant to your target audience. This not only establishes credibility, it also demonstrates your understanding of industry trends and challenges.
- Leverage bulk content as a branding tool: Use your bulk content to reinforce your brand identity and values. Incorporate your unique tone of voice, storytelling elements, and brand messaging throughout your content to create a cohesive and memorable brand experience for visitors.
- Optimise for engagement: Ensure that your bulk content is optimised for more than just search engines — it should lend itself well to user engagement, too. Incorporate interactive elements, compelling visuals, and calls-to-action (CTAs) throughout your content to encourage visitors to explore further, subscribe to your newsletter, or contact your agency.
Tip: Before launching your startup website, consider content that goes beyond the site. This could include guest posting on industry blogs, submitting articles to online publications, or repurposing content for social media platforms that will be published around the same time as your site’s launch. By doing this, you can attract a broader audience and drive traffic straight to your new website.
Looking for Content Creation Templates?
If you’re looking for ways to accelerate your content creation process and target your ideal clients as soon as possible — we’re here to help!
Explore our Website Copywriting and Blogging Packs to access templates and guides that will help your startup stand out in the digital world.
Purchase your accelerator pack today and give your digital agency’s online presence the boost it deserves.
