Forget about pleasing search engines or satisfying the demands of algorithms. Your website needs to be built on the needs of your target audience.

Search engines and their algorithms have become increasingly sophisticated but they still can’t see and understand a web page the same way a human does. They are unable to discover amazing pieces of material on the web and have no way of gauging the quality of content.

Great content is one of the most powerful tools at your disposal. However, it’s also the most difficult to execute.

If You Write It, They Will Come
Who is they?

You need to identify the archetypal person you want your marketing to reach. With this in mind, you can craft content that resonates with your potential customers. By using the same terms and language that they use, your chances of being found via search engines will increase, and you’ll be considered more relevant by your ideal market.

Go Beyond Buying
Your archetypal buyer needs a reason to come to you. How can you help them solve their problems? How can you boost their profits? How can can you cut their costs?

However, addressing these questions isn’t enough. You also need to overcome their potential objections. Is your product too expensive? Too complicated? In order to optimize sales conversions, it’s important to overcome all potential objections. All of these issues should be tackled on your sales page or in your FAQ.

Build Authority
Instead of harping on the values of your products or services, let others do the talking for you. Utilize testimonials and case studies to enhance your presence and authority in the mind of your target audience. However, don’t make these studies and reviews too positive; no one will believe them. A good strategy is to create a story around them, where the buyer’s initial doubts were assuaged by your product or service.

Alter Your Mindset
Stop trying to convince your audience to buy from you and instead help them to make informed decisions. By focusing on your target audience and building authority, you can expand your reach and grow your business.