Copy, images, and video are three content formats that work together to drive conversions and leads when supporting your message and calls-to-action. However, if your content doesn’t support your messaging, your conversion rate will suffer.
In practice, this means your website’s content:
• Doesn’t talk about you unless it establishes you as a qualified guide (not the hero)
• Is centered around the customer’s problems and tasks they want to accomplish
• Always starts by addressing the pain points the customer wants to be solved or the question they want to be answered