Deft Creative Articles

Tools for your industry, the ultimate in sticky content

November 15th, 2006

I have mentioned several times about the importance of creating a website with a use instead of just adopting a “we just need one” attitude.

“Sticky content” is any content on your website that either keeps visitors on your website, or encourages them to return again. Very few standard brochure-style websites have this kind of effect, so it is worthwhile putting some thought into what you could do.

Have a think about possible tools/resources your customers will find useful, to keep them coming back to your website. With valuable “sticky” content your website will be better off for several reasons;

• People will link to you from other websites
• People will revisit
• They will tell others about it
• It will show that you care enough to put this kind of effort and expense into something useful
• It will show you are innovative in your industry

Of course, it would also be good if this website feature actually worked for you in reducing workload or admin costs. One good example I talked about in a previous post, “People in Virtual Glass Houses“, where a solicitor had an online progress tracking system.

There are many other possibilities that might be useful for different industries;

• Financial advisor - tax calculators
• Recuitment company - CV templates available to download
• Freight/courier company - quaote calculator based on volume, weight, destination etc
• IT support company - checklist for a smooth running network people can print out and run through
• Direct mail company - postage cost/campaign cost calculator
• Search engine marketing company - online website checking tool for initial basic checks
• Estate agents - mortgage/moving costs calculator

The more visitors you can retain the better. With prolonged exposure to your brand they will become more loyal.

Entry Filed under: Web Design Best Practices, Website Marketing