Most business owners assume that more content means more visitors and better search visibility. But a website content strategy only works when it starts with the service page content that represents what the business actually does. Put simply, that means connecting the services a business actually offers with the searches it wants to show up in. Get that right, and the rest of your content strategy will fall into place. Here’s Rocks Digital Marketing’s approach to getting there.
Your Service Pages Should Match What the Business Offers
Business websites can have large content libraries filled with blogs, FAQ and other resources, yet still present an incomplete picture of what they offer. The problem is not that the content is irrelevant to the industry itself, but that it doesn’t represent the specific services customers can hire the company to provide.
One of our long-distance moving clients ran into this exact problem. The client had a lot of blog content already on their site, but had only a handful of foundational service pages – specifically long-distance moving, international moving, corporate relocation, storage and packing. On the surface the site looked developed simply because there was so much content.
However, on closer inspection, we found that many of the company’s primary services were not represented anywhere. Specific types of moves like cross-country, interstate, apartment and senior moves had no dedicated pages of their own.
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