When you’re building or refreshing your website, you can have the most amazing design in the world, but if your content doesn’t connect, it’s not going to work. That’s why a solid web content strategy matters.

A good web content strategy is more than just deciding what to write about. It’s a plan—for creating, publishing, and managing the kind of content that will connect with your ideal client and help you meet your business goals.

Sound like a lot? Don’t worry.

We’ll break it down and give you the tools to get started.

1. Know Who You’re Talking To

If you’ve been around here before, you know we love talking about your ideal client.

Why? Because every piece of content you create should speak directly to them. Your content should answer their questions, solve their problems, and make them feel seen.

If you haven’t clearly defined your ideal client yet, take the time to do that first. (Seriously—this one step will make everything else easier.)

Then what?

2. Create a Game Plan

Once you know who you’re talking to, it’s time to make a plan. A good web content strategy includes:

  • What topics you’re going to write about
  • When and where you’ll publish them
  • Who’s responsible for creating the content
  • How you’ll measure success

We always recommend starting with outlines. Write down the key points you want to include in each blog post or page. Keep your ideal client in mind every step of the way.

How do you go about laying out all the details of your web content strategy?

Use SEO & Research Tools

Here’s where you need to find tools to help you discover what your ideal client is searching for so you can write directly to them. Some tools we like to use and recommend are: Ubersuggest, Answer the Public, and Rank Math. These tools can help you:

  • Discover what people are searching for
  • Identify keywords with high search volume
  • See what questions your audience is asking
  • Make sure your content is optimized for search engines

When you choose key words or keyphrases that match what your ideal clients are already searching, you’re much more likely to show up in the results, and when you talk to them directly, you’re much more likely that they’ll click on your result and read it.

Use AI (But Make It Yours)

AI tools can be incredibly helpful when you’re brainstorming, writing drafts, or editing your content. But here’s the secret: The more context you give, the better your results will be.

If you’re using AI to write a blog post, tell it all about your business, your audience, the tone of voice you want it to use, and the goal of the post. Then treat the output as a draft. Add your personality, stories, and expert knowledge. That’s what will make your content stand out.

I used AI to help me write this blog post. I gave it a long prompt about what I wanted included, examples, things I recommend, goals, keywords, etc. Then, I went through and edited that, changing words, adding in more information, and tweaking it to sound like me, and making sure I’m providing you with the information you need to not only create your web content strategy, but to make it feel doable, not overwhelming.

a person writing on a piece of paper planning out their web content strategy

3. What Kinds of Content Should Your Strategy Include?

Your web content strategy can include a mix of formats to keep your site engaging and helpful:

  • Blog posts to share tips, ideas, or news
  • Infographics to simplify complex info visually
  • Videos to explain what you do, entertain your ideal client, or introduce your team
  • Podcasts to provide insights about various areas of your industry
  • Case studies to highlight projects you’ve completed so your ideal client knows what to expect
  • E-books or guides for deeper dives into specific subjects
  • FAQs to quickly answer common questions asked via search or AI

Choose the formats that best match your strengths and your ideal client’s preferences. Keep in mind you DO NOT need to do all of these! It would be so overwhelming if you tried to include them all in your content strategy. Focusing on 2-3 and doing them well will work so much better for you in the long run. Then, when you have the bandwidth (or help) add on additional formats. Personally I try to focus on Blog Posts, Case Studies and FAQs. But you need to select what works best for you!

How Do You Know Your Content is Working?

Your strategy should include a plan for checking in. Here are a few things I recommend tracking:

  • Are you seeing more traffic to your site?
  • Are people spending time on your pages?
  • Are you getting more inquiries or sales?
  • Are people finding you through organic search?

Tools like Google Analytics and Rank Math can help you track these numbers so you can see what tweaks you need to make.

A Good Content Strategy Sets You Up for Success

Your web content strategy doesn’t have to be complicated, but it needs to be thoughtful.

When you take the time to plan your content around your goals and your audience, you create a website that works for you.

Not sure where to start? We love helping small businesses like yours develop content that connects.

Let’s create something meaningful together. Book a time on my calendar for a 30 min discovery call so we can make a plan.