Leveraging Content on Your Company’s Website

October 25, 2020 | Category: ,

Your company probably has a website, but are you reminding your existing customers about it? Are you telling potential customers about it when they show interest in your business? You’ve invested in a website for your business, so you should be utilizing it to its fullest potential. One way to do this is by leveraging content on your company’s website.

A website is like an online business card in a sense. It can be beneficial to remind your customers what you stand for and what you have to offer them. If you have content on it that appeals to your ideal customers, you should try to show it to them whenever possible. Just be careful not to overdo it and be annoying from contacting them too often.

Moreover, if you regularly add new content like pictures, reviews and blog articles, you should especially be sharing it. This article will review why leveraging content on your company’s website is a great idea.

The Main Benefits – Why is it a Great Idea?

Lots of Value with Minimal $ Cost and Time

Even if you have a small website with only a few pages, it can still provide value. If it is up to date and easy to navigate, we recommend sharing it whenever possible. One main benefit of leveraging website content is that it comes at very little or no cost. Some ways you can share content on your website are:
  • Posting on the Company’s Social Media Pages
    • Posting takes very little time and comes at no cost. People connected with your business on social media usually have a relationship with you already. Most of your following will be open to hearing from you regularly. You can also ask your followers to share the content you post. If you genuinely operate a great business, your audience will be willing to hear you and engage with you on social media.
  • Posting in Public Facebook Groups
    • Hootsuite has a great article about Facebook Groups. Posting in them can be a great way to engage with new people and build relationships directly. The time investment is similar to posting on your company’s page, and it comes at no dollar cost to you.
  • Emailing to an Existing customer list
    • You might have a list of emails for a newsletter or from previous customers. As long as you have their consent, you can reach out to them. Email marketing might have some cost depending on how many people you’re reaching out to with each email. You can do this regularly with new content like blogs. Or just once in a while with a general page on your website. The beautiful thing about email marketing is that even if your recipients don’t thoroughly read your emails, they’ll be reminded of your business and what it can offer.  
  • Telling People in Person
    • This applies to existing and potential new customers. You and your staff should be leveraging content on the company website in person whenever it makes sense to do so. For example, suppose you operate a vehicle mechanic shop, and winter is approaching. In that case, you can mention a blog you’ve written about the importance of investing in snow tires. If you already have the content on your website, why wouldn’t you at least mention it?

Remind your Current Customers and Reach New People

When you communicate with current and potential customers on a regular basis, you remain more
top of mind for them. This can lead to them visiting your business sooner than they would’ve or leaving a review online. Sharing website content also gives them an opportunity to share it with people they think it’s helpful. 

For many businesses, referrals are a big part of how they gain new customers. You’re likely already getting referrals from some of your customers, but you can probably get even more. You have to give them a reason to tell their personal networks about you. That means you need to reach out and make it easy for them to share your content. 

By posting content online, it makes it very straightforward for your customers to share stuff about you. Ideally, your clients would introduce you directly, but the next best thing is to have your client share a link to your website with someone who will get value out of it. If they see the value and have a great first impression of your business, there’s a good chance they will reach out.

A great example of content to share from your website is your business’s precautions with Covid-19. This could be a blog post you wrote or just a section on your website’s home page. Making people aware of your business’ approach can make the difference between them choosing you over a competitor. The
Canadian Marketing Association gives another example of content marketing.

When taking a step deeper, sharing content on your company’s website also opens up an excellent opportunity to ask people what they would like to hear about—a chance to educate them on what they want to know. It can also lead to more feedback and reviews being submitted online.


As mentioned above, if you truly have a great business, some of your customers will be willing to view and share content on your website. This could mean reading your blog, leaving a testimonial, or sharing it with their friends and family. You only need to put some effort into communicating more with them.

By leveraging content on your company’s website, you can provide valuable information, remind your customers you exist and increase the number of new referrals you’re receiving. Content also opens the door for other opportunities like online reviews. Doing this only comes at the cost of some time and very few marketing dollars, if any.