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Your website is your online presence and often the first point of contact with potential customers. It’s also a great way to showcase your business and what you do. With so many options available for people looking for information or services, having an engaging website can help increase your chances of gaining customers. So if you’re not getting leads through your site, then it’s time to look at how you can improve things.

The content on your site should be engaging, informative and helpful for visitors. If your site fails to engage visitors with high-quality content, then they’re likely to leave without taking any action at all – which means no conversions or sales.

Poor content is not always caused by one thing. There are many contributing factors that can be addressed to improve your website’s quality of content and help you generate more leads.

You may be thinking, “I’m not sure how to create great content for my website.” Well, we can help you figure that out.

Do you have a digital strategy?

To assess the quality of your website content, take a look at how well it’s currently performing. Look at your analytics and see if you are generating enough leads to meet your goals. If not, consider where you are up to in terms of your digital strategy:

  • Are you working from a developed strategic plan to produce your content, or are you just producing ad-hoc articles, visuals, and infographics?
    Are you measuring how your content is preforming by:

    • Reviewing your analytical data on Goggle Analytics, Google Search Console, Google Trends, or any third-party platforms you might be using such as Moz, SEMRush, Ahrefs, Answer the Public, or Screaming Frog?
    • Are there areas of improvement that need addressing such as bounce rate or conversion rates?
  • Is your blog/news page regularly updated?
  • Are pages optimised for SEO?

If you are not doing any of the above, is it time for an update of your strategy?

If you’re seeing a lot of traffic on your website but no leads, it’s likely that your content is not engaging with your audience. Or it could be that the visitors you are driving to your website are not your correct target audience – these two factors are big considerations.

Improved User Experience

 If you want to improve the overall experience for your website visitors, then it’s important to create a considered user journey for your audience(s). To do this, you need to know what people are looking for. To improve your website’s content, you need to understand your audience. You need to know who they are and what they want from a website. You also need to understand what goals you have for your site. Are you trying to sell a product or service? If so, why?

What value does it offer them and how will that benefit them in their daily lives or careers? You need to provide valuable content/information, guides, instructions, etc.

Really great content will help your visitors to solve a problem they have, and guide them to make improvement to their lives, work, or how they are currently approaching an issue.

Once you understand what makes a good experience for your visitors and how it can be improved, then it becomes easier to develop content that meets their needs. Create keyword and SEO based content that ensures you appear at the top of the search engines or in their social feeds. Content should be regularly refreshed so that visitors will keep coming back for more. Or, even better, share with others.

Is your content optimised for your audience and search engines?

Enhancing visibility on search engines involves several techniques and thoughtful content structuring. Such as, writing optimised titles and meta descriptions for each page on your site as well as making sure you have a good cross-linking structure throughout your website. By structuring this correctly it signals to search engines the hierarchy of your websites content. And results in giving the most important pages more value than your other pages, which might be less valuable to users and your audience.

By ensuring you are developing valuable content for your audience first, and creating a structure content architecture that follows best practices for search engines, you are giving your content the best opportunity to reach your target audience.

Get the basics right

When you produce content, follow a structure. Ensure each page on your site has:

  • Unique and well-optimised titles and meta descriptions.
  • H1, H2 and H3 tags on the pages of your site. These help Google understand what the page is about and the hierarchy of the page titles. It also helps users skim read the content if they are looking for certain answer to a question, or to check to ensure the article is relevant to their needs.
  • Plan you content strategy so that you can cross-link your content with an internal linking strategy, as discussed above.
  • Develop a content plan in your blog/news/insights or help and guidance section, that utilises medium/long-tail search queries. This will help you create content with specific keywords and queries that your audience are researching and need help with.
  • Lastly, don’t underestimate the role of alt tags, especially with visual content. These provide a text description to web crawlers, thereby enhancing image SEO and accessibility.

Are your images and videos relevant?

Relevance in visual content is vital in captivating your audience’s attention and stirring their interest towards your site and content. Images and videos act as powerful storytelling tools that create the first impression. They can play a massive role in stimulating potential customers’ desires, making them want to get in touch with you. For instance, a well-captured image or video of a beautifully renovated home could inspire a homeowner, persuading them to use your service for a similar outcome. Or a well-chosen shot of a garden product can persuade viewers to get in touch and begin the process to purchase.

It’s also worth mentioning, that the correct resizing and naming of visual content can enhance their searchability and accessibility, ensuring they serve their purpose effectively.


  • Clear and high-quality images
  • Composition – can see the full product
  • Good exposure
  • Subject in focus


  • Poor quality images
  • No cut off images
  • Subject not in focus
  • Overexposed
  • Unsightly surroundings
  • Lack of proportion to scale

Do you have testimonials from real customers?

Testimonials play a fundamental role in establishing the credibility of your business. They elicit a sense of reassurance in customers, instilling confidence towards your product or service. These statements are perspectives of real people who have tried your services, adding more weight to their authenticity. Showcasing testimonials can be significantly beneficial for your business, as a variety of customers’ experiences can influence new visitors, convincing them of the quality and reliability of what you offer.

Adding to the strength of testimonials, considering third-party testimonials from renowned sites like, Trustpilot, and Google can further boost the sense of authenticity and dependability of your business. These platforms are seen as impartial and trustworthy, so their testimonials can sway potential customers who rely on these sites for their decision-making process. The more testimonials you have, the more visitors are likely to trust what they read and see on your website.

The solution to generating visitors and leads

Indeed, there’s much more to explore and optimise when it comes to your website’s performance. The tips provided above should get you started with enhancing your content in ways that will help to generate more leads and sales. Every element – from layout and design, site architecture, calls to action, and even page load times – plays a role in your overall site performance. Improving these elements contributes to an ultimate goal of creating a compelling online destination that sparks interest, facilitates easy navigation, and drives conversions.

Let us help you

We acknowledge that exceptional content creation and strategising your digital journey can seem daunting. That’s why Relative Marketing is here to help.

Our team of expert marketeers and strategists can help you craft compelling content that engages, converts, and ranks well on search engines. We can aid you in understanding your audience better, optimising your site’s content for SEO, and even improving user experience with well-designed interfaces and smooth navigation.

It’s time to enhance your digital footprint and build strong customer relationships. Schedule a consultation with us today to discuss how we can assist you in achieving your online business goals.

Luke Burnett profile picture

About the author

Luke is Relative’s Senior Project Manager, with experience of delivering projects from traditional press and high-volume print campaigns, to SEO & content marketing, and website design & development. His role involves building relationships and working closely with clients, design and digital development teams.

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