It is critical to remember that the content on your website should be useful and informative to people who are searching for those topics online. Providing content about yourself & your services is necessary and important, but it shouldn’t be the primary focus of your website if you want to use it to generate leads.

This is the mistake that 90% of websites on the internet make today. They make the website all about themselves rather than the content that their prospects are looking for. Your website should answer the questions that your buyer personas have. It should contain content that is both interesting and beneficial to your buyer persona. 

You have to organize your content into distinct core topics. These core topics are keywords that describe an issue or problem that your buyer persona is attempting to solve. Around these core concepts, which have a 2 or 3-word phrase, you will create topic clusters, which are a collection of sub-topics that are more detailed versions of the core topic. The content is attached to this sub-topic. It could be in the form of a blog post, a video, a podcast, an e-book, or something else entirely. These topics, sub-topics, and related content would be found on your website as pillar pages.

Now you’ve understood topic clusters and pillar pages, you’ll need to create the content for those pillar pages. Through this content, prospective clients will find you, They will look for questions and topics. If you have adequately created pillar pages with sufficient supporting content, it will appear in their search results easily.  But it’s not quite that simple. Your content must also have the appropriate content tags, meta description, title format, structure, and so on. All of these factors will lead to potential clients discovering your website.

How do these visitors become leads?

It is not only by providing the content that they are looking for. Having content that appeals to visitors to your website and provides them with answers to their questions or solutions to their problems is an important component in building trust. That trust will eventually lead to conversions, but it will take time. To convert visitors to clients, you must first generate a lead.

One method for generating leads is to provide the visitor with more detailed content that answers a question or provides the solution that they are looking for. Sufficient and beneficial content is your power to generate high-qualified leads.