Content that Cuts Costs? Steps to Creating Written Content for your Website

Creating written content for your website may seem like a heavy lift for little return when in actuality, it can help to capture non-brand searches, build trust with your community, and even improve paid efficiency. With proper SEO techniques, paired with proper tracking for analysis, written content can be a great way to cut costs and help you rank higher on organic search. When you post the right content in the right way, you increase the quality score of your website which will help it to rank higher for paid search. On the other hand it can help capture those potential customers who may be in the alternative evaluation stage of the purchase decision process, for example, by having a blog post about the differences between a Honda Civic Si and a VW GTI or even what features on your vehicle are best-in-class. Below is a checklist of things to consider when creating written content for your website.

Steps to Consider

1. Know who you’re talking to (and what they’re searching for)

   1. Write for real shoppers: first-time researchers, cross-shoppers, or ready-to-buy.

   2. List questions they’d type into Google (e.g., “Civic Si vs GTI,” “out-the-door price in Atlanta”).

2. Choose a clear topic and headline

   1. Promise one thing and deliver it fast (comparison, how-to, or pricing explainer).

   2. Keep the intro tight and answer the main question up top.

3. Use the right words; naturally

   1. Include the main keyword in the title, first paragraph, and a subhead.

   2. Add related phrases customers use, but keep it human (no stuffing).

4. Make images work for you

   1. Use real photos or simple graphics that explain a point (trim differences, feature close-ups).

   2. Write helpful alt text that describes the image’s purpose and that helps SEO (ChatGPT can be a good place to brainstorm).

5. Invite action

   1. One clear call-to-action that fits the page: Book a test drive, Get pre-qualified, Schedule service, sign up for newsletter.

   2. Offer a low-effort option too: call, text/WhatsApp, or a short form for follow-ups.

6. Create two-way feedback

   1. Add a quick poll or a comments/Q&A section (“What should we compare next?”).

   2. Use that input to pick your next topics and tighten future posts.

7. Post consistently and build momentum

   1. Aim for a steady cadence (e.g., one helpful post per week).

   2. Revisit winners to update pricing, incentives, and model-year changes; link new posts to the old ones.

By taking this list into consideration, you can begin building a foundation to help your website become more efficient in the digital space, lowering costs, and building trust within the community.