How to Use the Right Web Content to Drive Traffic to Your Site

Laurent Duperval
5 min readJun 24, 2020
Cars ligned up in a dark tunnel
Photo by Hanny Naibaho on Unsplash

All the content on your web site serves a specific purpose. If not, it might as well not be there.

Your web content is a reflection of your company, what it stands for, and should give the website visitor a good idea of what it means to do business with you.

Before adding new content to your website, answer these questions first:

  • Who will be reading this document?
  • Why is that person reading? What are they trying to gain, or what are they trying to avoid?
  • What do you want the reader to do after they finish? What is their next step?

If you don’t have a clear answer to all of these questions, clarify them before proceeding. Otherwise, your content may never be read.

Once you have answered the previous questions, you will have a better idea of what type of content to publish.

Website content serves four goals. Whenever you are putting up content, its purpose must always be at the forefront of your mind, or it will drive readers away.

Putting content on your website just because you have to put content is a waste of resources, both time and money. Better to add new content less often, but of better quality.

The four goals of web content are:

  • Discovery: This is content to drive traffic to your website. It’s informational, and the goal is to educate website visitors about your products and services.
  • Lead generation: The purpose is to gather contact information about prospects who could be interested in your product or services. A lead generation page’s goal is to reverse the flow of information. Instead of the visitors coming to you looking for information, you provide the information directly to prospects with no extra effort on their part.
  • Conversion: The sole goal of conversion is to turn a prospect into a buyer. Of course, this assumes that you have products or services to sell.
  • Retention: This type of content is designed to keep an existing client coming back to your website, and keep using your products and services.
Laurent Duperval

Bilingual Cybersecurity Copywriter and Certified Content Marketer, I write content that attracts the customers you want. I write it so you don’t have to.


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