In today’s online world, customers are more informed than ever. When they’re looking for products or services, they aren’t just searching for a brand name or a price tag—they’re looking for answers, confidence, and connection. If you’re a business owner, content isn’t just about filling your website or social media pages. It’s your first impression, your 24/7 salesperson, and often, the deciding factor between someone choosing you—or your competitor.
So what kind of content are people actually looking for when they’re in the market for something?
1. Clear Explanations of What You Offer
Let’s start with the basics. Visitors want to understand what you do and how it benefits them—fast. Your homepage, product/service pages, and landing pages should be crystal clear. Avoid industry jargon. Talk to your audience like a real person would. Bullet points, short paragraphs, and visuals all help.
Think about it like this: If someone lands on your site, could they explain what you offer in one sentence within 10 seconds? If not, it’s time to simplify.
2. Trust-Building Proof
Before people spend money, they want to know they can trust you. Content that builds credibility includes:
- Customer reviews and testimonials
- Case studies or before-and-after examples
- Certifications, licenses, or affiliations (like BBB or industry memberships)
- Photos or videos of your team and past work
- Links to your Google Business profile with current reviews
When people see real results from real people, it makes your offering feel safe and proven.
3. Educational Content That Adds Value
People love to learn before they buy. Blogs, FAQs, how-to videos, and buyer’s guides are powerful because they position your brand as helpful and knowledgeable—not just salesy.
Example: If you’re a plumber, create a blog on “5 Signs You Might Have a Hidden Leak.” If you sell skincare, make a video on “The Right Order to Apply Products.” Help them make informed decisions.
When you educate, you earn trust—and trust leads to sales.
4. Answers to Specific Questions
Your audience is Googling very specific things, especially when they’re close to making a purchase. Think:
- “Is [product] worth it?”
- “How long does [service] take?”
- “Best [service] near me”
- “What’s the difference between X and Y?”
If your content answers those questions before they even ask, you’ll win more customers. Use your website copy, blog posts, and service descriptions to get ahead of those FAQs.
5. Visual Content That Shows, Not Just Tells
People are visual. Images, videos, infographics, and virtual tours can help someone visualize themselves using your product or service. Especially for service-based businesses, a “day in the life” style video or “behind the scenes” look can build major connection.
Also, don’t underestimate the power of before and after content—especially for anything visual like home services, fitness, beauty, or remodeling.
6. A Human Touch
People buy from people. When your content shows your personality, your values, and your story, it becomes more relatable. Share your company’s background, introduce your team, talk about your mission. When people feel a personal connection, they’re more likely to support your business—even over cheaper options.
7. Easy Calls-to-Action
Once you’ve earned their attention, make it easy for them to take the next step. Your content should guide viewers naturally toward:
- Calling you
- Booking a service
- Getting a quote
- Adding something to their cart
- Signing up for a consultation
Make sure your CTAs (calls-to-action) are clear, visible, and simple. The smoother the path, the more conversions you’ll see.
Helpful, Honest, & Human
The content your audience wants is helpful, honest, and human. If you focus on delivering real value and addressing the questions they’re already asking, your content will not only attract more visitors—but convert them into loyal customers.
So next time you’re creating a blog, updating your website, or planning social media posts, ask yourself:
“Is this useful? Is it clear? Is it trustworthy?”
If the answer is yes, you’re on the right track.