What Sort of Content Should I Put on My Website?

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Are you staring at your website’s blank canvas, wondering what to fill it with? Or your web developer has gave you a form to fill out and you’ve already hit a brick wall? We get it. Crafting the right content for your website is like choosing the perfect ingredients for a recipe; it can make or break the final dish. Let’s unravel the mystery of content creation, provide you with some delicious examples, and help you answer the question: What sort of content should I put on my website?

1. Informative and Engaging Blog Posts

Blogs are a fantastic way to share valuable information, showcase your expertise, and connect with your audience. Whether you’re in the tech industry, fashion, or even pet care, well-written and informative blog posts can draw readers in and keep them coming back for more.

People say that blogs are a thing of the past and its all about videos now… only issue with that, Google cant qualify your video for SEO purposes and the video, is most likely, on another platform (not your website), this means you can’t control the user journey.

Blogs can help direct people to your website but it also means that since they are now on your website, they’ll browse around the rest of the site.

A blog is the best way to market yourself as the expert in your industry, if you want a great tip on figuring out what to write about, check out this clip from my recent podcast.
or watch it below:

@rosskinninmont Simple trick to market yourself as the expert! #WebDesign #smallbusinessowner #webdesigntips #agencyowners #podcast #podcastclips #entrupeneur #wordpresswebsite ♬ Lazy Sunday – Official Sound Studio

A great example of this is, HubSpot, a leading marketing and sales platform, who offer an array of insightful blog posts on topics ranging from marketing trends to CRM software. They understand the power of informative content to engage and educate their audience which in return gains them the reputation of being the industry expert and outstanding in their field. Even if you don’t use HubSpot as a platform, they are for sure ranking high on the search results to your questions.

2. Eye-catching Visual Content

A picture is worth a thousand words, and on the web, a picture can also be worth a thousand visitors. Visual content, such as images, infographics, videos, and slideshows, can make your website more engaging and memorable.

Not to mention using your own imagery rather than using stock imagery. Now, don’t get me wrong, stock imagery is great and certainly has its place on the web (it’s great for blog posts). But using your own imagery – images of you and your team, or your office or facilities etc… help build trust with your readers / users which is the best way to convert them into a customer. You are helping them understand who they are going to be working with before the even start.

That said, if you are looking for places to get free stock imagery check out where we get ours from for our designs: Pexels | Unsplash

Take a look at the difference swapping out images on your site can do – We helped Curran & Co create a more friendly and approachable feel for their website by utilising their own images and showcasing a face for the business.

3. Engaging Testimonials and Case Studies

Nothing speaks more to your credibility than satisfied customers or successful projects. Testimonials and case studies are powerful tools to showcase your track record and the value you bring to your clients or customers.

Testimonials should 100% be somewhere on your website’s homepage and I’d pop them on your other most visited pages. A great tip here is to make sure you use different testimonials on these other pages, so if its the same user, they are not just reading the same ones over and over again.

Now, here’s the tricky part. Testimonials help build trust with users but have you ever been on a website and read the testimonials and struggled to believe they are real? Yeah, me too!

So how do we prevent that?

What we like to do with client websites and even our homepage is embed a feed pulling directly from Google Reviews (and in other cases, TrustPilot). This gives your testimonials credibility and help strengthen that trust with users. Here is an example of how it can look although you get quite a bit of customisation:

Now compare that to what we have if we just build them normally:

Which do you think works best and builds more trust?

If you want to know how to get the Google Reviews embed for your site, get in touch.

4. Interactive Features and Tools

Do you want your visitors to actively engage with your website? Interactive features and tools, like quizzes, calculators, and surveys, can turn passive visitors into active participants. They can also provide valuable data and insights about your audience.

A great example of this is if your business isn’t exactly sexy and you want to jazz your site up and better engage with potential clients. Take BTL Mortgages Scotland Ltd, one of our more recent clients, wanted a Mortgage Calculator on their site to help users get a rough estimate of their mortgage quote – pair this with a strong CTA, not only are you engaging your users with interaction but also converting them.

Google likes websites that provide interaction with users and it doesn’t even have to be as complex as the above examples. A simple, yet effective Call To Action (CTA in your homepage header works just as well).

5. Clear and Compelling Calls to Action (CTAs)

Speaking of CTAs, your website should guide visitors toward the desired action, whether it’s signing up for a newsletter, making a purchase, or getting in touch. Well-placed and persuasive CTAs can significantly improve conversion rates.

Do you always want your reader to ‘Learn More’ or ‘See more’?

Or do you want them to…

  • Book a call?
  • Register for an event?
  • Download your lead magnet?

You could have the most beautiful website in the world…

But if you don’t give your reader a tangible action to take, you could be missing some incredible opportunities.

Take a look at 3 things i want to see more of in 2024 for more on effective CTAs.


So, what sort of content should you put on your website? The answer depends on your goals, your industry, and your target audience. A successful website often incorporates a mix of these content types to provide a well-rounded user experience. Think of your website as a versatile menu – offer a variety of content options to cater to different tastes and preferences.

By choosing the right ingredients and using real-life examples as inspiration, you can create a website that not only looks great but also offers valuable, engaging, and relevant content that keeps your visitors coming back for seconds.

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