{"id":19139,"date":"2022-06-01T12:00:00","date_gmt":"2022-06-01T12:00:00","guid":{"rendered":"https:\/\/www.nobraineragency.com\/seo\/https-www-nobraineragency-co-uk-blog-blog-5-types-optimised-content-lead-gen\/"},"modified":"2023-11-22T12:15:49","modified_gmt":"2023-11-22T12:15:49","slug":"5-types-optimised-content-lead-gen","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/5-types-optimised-content-lead-gen\/","title":{"rendered":"Five types of optimised content that can transform lead gen quality & results"},"content":{"rendered":"

When the main purpose of your business website is to generate high-quality leads that stand a high chance of converting, there are lots of different things that you can do with content to help attract new traffic to your site but also filter out website users who either aren\u2019t ready yet to convert, or who aren\u2019t a good match for your service and will therefore never convert.<\/strong><\/p>\n

For those website visitors who aren\u2019t yet ready but might be soon, you still want them to have a positive experience on your website, so that they\u2019ll come back to you (rather than one of your competitors) when they are ready to make a decision.<\/p>\n

In this article, we look at five different types of content that can be optimised from an SEO<\/a> point of view, but also to help ensure that the leads generated as a result are those which are most likely to convert into revenue for your business.<\/p>\n

1. Properly optimised product and\/or service-led pages<\/h2>\n

Most businesses trying to generate online leads will already have pages on their site dedicated to their individual services or products, but many brands use an SEO approach for this which isn\u2019t necessarily focused in the right way to attract the most relevant visitors.<\/p>\n

It can be tempting for businesses to focus all of their attention on trying to rank in search engine results pages (SERPs) for the top generic search terms in their sector. Appearing in the first three search results for terms like this will undeniably send the largest proportion of traffic to the site, but when lead and traffic quality is a big consideration, it can often be more straightforward and rewarding to change this approach.<\/p>\n

Focusing on incorporating intent-led keywords into your SEO strategy for product or service pages is a much better route to ensuring you attract the visitors to your site who are most likely to become customers or clients.<\/strong><\/p>\n

Ensure that you not only choose the right balance of keywords for a service page, but that you also get the on-page implementation of that content spot-on. Utilise the page title, meta description, H tags, strategic internal linking and make sure that any images, graphics or video content you use on the page are also optimised<\/a>.<\/p>\n

2. Highly detailed service FAQs<\/h2>\n

Having a detailed frequently asked questions section on each of your product or service pages is a great way of attracting highly relevant traffic.<\/strong><\/p>\n

Framing some of the questions about the product or service type as well as brand specifics means that you can gain visibility for non-brand questions too, with people who are highly likely to be looking for something similar to what you offer.<\/p>\n

For example, if you are a legal firm offering family law advice to individuals, your FAQs on a divorce service page can include questions about things like the various stages of the divorce process, timescales and costs, as well as questions and answers that are specific to how you do things as a firm.<\/p>\n

Optimising these FAQs for featured snippets and Google\u2019s \u2018People also ask\u2019 results feature can be a good way to increase relevant traffic coming through from search results, as can ensuring that you mark up these pages using FAQpage schema<\/a>.<\/p>\n

3. Offer free tools<\/h2>\n

It can sometimes feel a bit counter-intuitive to offer potential customer or clients something for free, but the principle of giving a little of the good stuff away for free and then leaving the visitor wanting more is a solid one.<\/p>\n

Whether it\u2019s a freemium model that provides a limited service for free on an ongoing basis, a free trial so that people can test the value and fit of what you offer before they commit, or a free tool that solves a common problem or answers an important question for your target audience, it can be a great hook to show potential customers what you can do for them.<\/p>\n

This can look quite different depending on what you do, but some notable examples include:<\/p>\n