When businesses invest in website content, much of that effort goes toward the homepage, service pages, and search-optimized blog content. These pages do a lot of heavy lifting: they introduce the business, establish what sets it apart, explain the business’s offerings and attract organic traffic by answering questions and providing helpful information.
It makes sense to prioritize content for those pages. Still, there are additional pages or pieces of content that make a website useful for visitors. Although search visibility is an important consideration when developing website content, it isn’t the only measure of value. Some content helps establish credibility, some gives visitors a better understanding of the business, and some provides practical information they can refer back to when they need it.
Work Samples and Original Research
Many prospective customers seek out evidence to assess a company’s quality or capability. Work samples and client feedback give these searchers something concrete to evaluate before deciding whether your business is the right fit.
Portfolios
Portfolios showcase past projects and provide a sense of what your business can create for clients.
Case studies
Case studies explain a specific client’s challenge, the approach you took and the results you achieved.
Client testimonials and success stories
Client testimonials and success stories share positive feedback and demonstrate the value of working with your business.
Original research offers another way to establish expertise. Industry reports, survey findings, proprietary data and internal benchmarks provide useful, distinctive insights your business can share. These resources may also support sales conversations by helping your team answer questions and demonstrate its knowledge of the industry.
About and Team Pages
Not everyone chooses a business because of the products or services they offer. A company’s background, industry experience and the people behind the work sometimes factor into a sales decision, especially if your business requires significant investment or an ongoing working relationship.
About pages and team bios provide dedicated space to share your story. Company history demonstrates unique industry experience while employee bios highlight relevant credentials and specialized knowledge. These pages are ideal for discussing company values and approaches to working with clients or customers.
Downloadable Resources
Some information is easier to use when visitors can save it, refer back to it or share it with others. Downloadable resources are ideal for those looking for specific details to compare options, make purchasing decisions or understand how a product or service works. Depending on your business, these might include:
Sales materials
Sales materials such as product catalogs, comparison guides and capability decks that help prospective customers assess their options.
Technical documents
Technical documents such as blueprints, specifications and product guides that provide the details needed to evaluate or use a product.
Customer resources
Customer resources such as onboarding materials, setup instructions and how-to guides that explain processes and address common questions.
Company News and Updates
Not every company update needs to answer a search query to be worth publishing. Awards, new partnerships, employee milestones, event recaps and community involvement may have limited search value, but they give you a place to share developments that matter to your business and the people connected to it.
For example, a visitor researching your company might want to know whether you’re actively involved in your industry, building new partnerships or expanding your team. Company news gives you a way to share those developments as they happen, rather than leaving your website to tell the same story indefinitely.
