1.10 Content to attract existing clients
Alright! You have decided that you want to attract
your existing clients to visit your web site regularly,. You, and
your staff, are committed to creating regular new content for your
site. What kind of content do you need? What will attract your existing
clients and keep them coming back?
Unique for your clients
The content you provide has to be specifically targeted at your
clients. They need to get something from your web site that they
can't get elsewhere. Among the billions of pages on the Internet,
why should your site be the one they come back to again and again?
What is special about your clients? What do they have in common
that you can use to define unique content? There are two things.
They certainly have animals and they most probably live relatively
close to your surgery. Local animal owners.
There is only one class of material that can attract regular repeat
visits from your existing clients. The magic word is local. Local
content about local animals, their local owners and their local
veterinary surgery. It's local content that keeps small newspapers
alive up and down the country.
Last Weeks News
..and what happens to last weeks local paper? The cat pees on it.
Last weeks news is replaced by this weeks. This weeks news is often
much the same as last weeks, only the names change. The same basic
articles, rewritten with a changing cast of local characters, have
kept local newspapers alive and reasonably profitable for a hundred
years or more. The same approach can work for your web site.
A robust policy of removing content would do most web sites a world
of good. What good is fireworks advice in February? How can you
make the advice fresh come October when it's been on the web site
all year? Put it online at the appropriate time, take it down as
it goes out of season.
Bought in content
There is no substitute for regularly refreshed local content. You
and your staff are the only people in a position to create it. Nothing
created in some distant web designers studio, however whizzy or
technically advanced, can match a fuzzy snapshot of your head veterinary
nurse visiting the gerbils at the local primary school. Once you
let them know that their school is going to be on your web site
then this kind of article will attract visits from all the children,
their parents, their friends, their aunty and granny and the lady
who lives next door - the list goes on and on and nearly everyone
will live in your surgery catchment area.
You will still have clients without internet access. You don't want
them to feel left out. The content you create for your web site
should also be made available for clients visiting your waiting
room. Print a newsletter, put copies of articles on your noticeboard,
create a paper version of your site in a folder. You might even
consider making your web site available in the waiting room
an old computer is inexpensive and your web site can be displayed
without requiring an internet connection.
Let's put a couple of long standing myths about
content to rest
© Vetlist Ltd 2004
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