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This is the beginning of a series on how content can be used to bring leads, increase sales, and improve your business’ competitive position.

When business leaders think of using content for marketing, the first thing they think of is lead generation. That’s great, but when it comes to content marketing it isn’t the place to start. Imagine if you were having a fantastic party at your home. You worked hard to invite everyone you know – and everyone they know. In the end, you have hundreds of people at your party. But then you realize – you have no food, no music, no entertainment!! Not only will your guests not enjoy your party, you can bet they won’t come to your next one either. 

Before you can invite leads to your website or landing page, you have to have great onsite content. You need the content equivalent of food, music, and entertainment, so that your visitors will be engaged and enjoy the experience. Today, we’ll talk about the first element of great onsite copy, which is branding.

Branding is how you introduce yourself to visitors. It’s the voice, tone, and feel that your site has. If you don’t have consistent branding on your site (and across all your media, but that’s another discussion) your visitors aren’t going to get a sense of who you are and will leave without connecting to you. Here are the four elements of great on-page branding. 

1. Consistent Voice. You need to make sure all pages of your website sound like they were written by the same persona. This can be a challenge when you have a marketing team creating your on-page content, so it can be helpful to hire or designate a single writer for your onsite content. If you don’t have consistent voice across all your pages, you will sound sloppy and unprofessional, which is not a great first impression. 

2. Targeted Tone. Are you reaching a serious, sophisticated group, or a more whimsical one? The tone of your onsite copy needs to be appropriate for your target market. There’s honestly no one right answer here – the only requirement is that you think through the impression you want to make on your prospects, and focus you content in that way.

3. Unified Color, Graphics, and Logos. Obviously your company name and slogan should be memorable. On your site, you need to make sure your colors, graphics, and logos all work together and are repeated throughout the site. This will get the image of your brand firmly planted in the minds of your prospects and visitors. 

4. Make Your ‘About’ Page Count. Obviously I myself am a little behind on this one, but I’m working on it. 🙂 Your ‘About’ page is a great way to introduce your company and brand to customers in your own words. It should fit the voice, tone, and color/graphics of the rest of your site. However, you can go in depth into your accomplishments, awards, and products without the prospect feeling ‘sold’. It’s a great way to establish your brand and credibility. 

The thing that sticks in your prospect’s mind is your brand. That means that on-site branding should be the first priority in your content marketing strategy. Thursday we’ll discuss the second element of great onsite copy – writing to create sales.

Do you have strong on-page branding? How do you establish it? Share in the comments!


Are you looking for great content and help with overall content strategy? Take a look at my professional services and contact me today to begin!

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