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People who need these know what they are. But you have to fill your site with content somehow. This post explains how.[/caption] "People who need wafer dicing know what it is. We don't need to explain it to them." Here at Ecreative, we hear statements like these a lot. Many of our clients are engineers marketing to other engineers. Everybody knows what the product or service is, how it works and why they need it, so there's no reason to fill up a webpage with that information. But for your site to be successful, you need to fill it somehow. So how do you generate content for a site aimed at customers who already know what they want?
Don't Explain it Anyway
It could be tempting to fill a site with a lot of explanatory information just so that there's plenty of content on the site. But this is a bad strategy, because you'll wind up attracting the wrong audience. Think of it this way: the service you offer is a college course and your customers are in Wafer Dicing 405. Why would you fill your site with content that belongs in Wafer Dicing 101? If your audience is high level, your content needs to be too.
Focus on FAST
This is a nifty acronym I just made up:
Facility. Build a page on your site that tells people all about your facility. Where it's located, what type of machinery it houses, what makes it unique. Do you do all your tooling in-house? Write that on this page. You can include this information (in different words) on other pages as well.
About us. An 'About Us' page doesn't have to be one measly little paragraph that sits all alone, just one click to the right of the HOME button. It can offer a detailed history of your company (which you should have because it helps establish trust with potential customers) and link to your Facility, Service and Team pages.
Service. Do your customers work with a single point of contact within your company? Do you offer expedited turnaround times? Will you answer calls from your customers, even when you're skiing on Christmas Day? Build a page and describe your unique approach to service on it.
Team. Show off your team. Include bios for your staff. Add pictures too. This is a good way to introduce new customers to your team. The great thing about FAST is that you can mix and match this information and splash it on other pages too (just don't cut and paste it). If you've got a page about wafer dicing and don't think there's enough content on it, add a little bit of S and a dash of F.
Build a Blog
Blogging can be tricky for websites like these. It would be different if you sold wire brushes and could show a new use for them every week. It's not like you can write something like "Top 7 Ways to Remodel Your Kitchen with Wafer Dicing." But it's also not true that there's never anything new in the world of wafer dicing. Has someone discovered a new and innovative method of wafer dicing? Or invented a new tool? If you're excited about this new innovation or plan to use the new tool, blog about it! On the flip side, if you hate the new tool or don't think the new innovation will work, blog about that too! The internet likes controversies.
Convert PDFs to HTML
Do you have spec sheets on your site in the form of PDFs? Convert those to HTML. HTML pages perform better in search engines better than PDFs. These are just a few ideas for building content for challenging sites. For more ideas, contact Ecreative today.
Photo credit: yellowcloud / Foter / CC BY 
People who need these know what they are. But you have to fill your site with content somehow. This post explains how.[/caption] "People who need wafer dicing know what it is. We don't need to explain it to them." Here at Ecreative, we hear statements like these a lot. Many of our clients are engineers marketing to other engineers. Everybody knows what the product or service is, how it works and why they need it, so there's no reason to fill up a webpage with that information. But for your site to be successful, you need to fill it somehow. So how do you generate content for a site aimed at customers who already know what they want?