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Published: 28.06.2024

Last update: 28.06.2024

Types of content for a website: how to find a tone of voice and attract customers?

Are you just launching your business online or want to increase sales? Then you definitely need a website. But it's not enough to just ...

article on 13 minutes

Types of content for a website: how to find a tone of voice and attract customers?


Are you just launching your business online or want to increase sales? Then you definitely need a website. But it’s not enough to just create it – you need to fill it with the types of content that will attract the attention of your customers. After all, it’s interesting and useful content that will help you attract customers through content and form a brand voice that will set you apart from your competitors. In this article, we’ll look at how to find your unique style and what types of content will help you succeed.

Types of content for a website: how to find a tone of voice and attract customers?

Chapter 1: What content should you publish on your website to engage your customers?

You already know that a website is a business card of your business in the online world. But what exactly should be on it to attract potential customers? What content should you publish on your website? You should think about this even before you think about how to create a website. Let’s look at different formats and ideas that will help make your website informative and attractive.

Types of content for a website: how to find a tone of voice and attract customers?

1.1. More than just text

Of course, textual content is the backbone of any website. Descriptions of goods or services, blog posts, company news, answers to customer questions – all this is important for informing users and SEO promotion. But don’t limit yourself to text alone! The modern Internet user certainly appreciates high-quality and useful information, but also wants to receive it in an accessible, understandable and attractive form. That is why it is important to use different content formats to make your website more interesting and memorable.

Photos: High-quality photos of products, team, office, work process help to visualise your business, make it more “alive” and closer to the customer. Photos create an emotional connection with the user, inspire trust and increase interest.

Video: Video content is becoming increasingly popular among Internet users. It can be product reviews, instructions, interviews, event videos, as well as entertaining content that is relevant to your business. Video helps to better absorb information, evokes more emotions, and stimulates action.

Infographics: If you want to convey complex information to your audience in a simple and understandable way, infographics are what you need. Graphs, charts, maps, illustrations will help you visualise data, make it more memorable and interesting to perceive.

Audio: Although video is in the lead, don’t discount audio content. Podcasts, audiobooks, interviews in audio format – all of these can be interesting for your audience. This is especially true for those who spend a lot of time on the road or playing sports.

Interactive content: Tests, polls, quizzes, games are not only entertainment, but also an effective way to engage users and increase their loyalty. Interactive content helps to increase the time spent on the website and encourages users to share the results on social media.

Using different types of content, you can:

  • Make your website more attractive and memorable.
  • Better convey information to your target audience.
  • Arouse more emotions and increase interest in your business.
  • Increase the time spent by users on the site.
  • Improve conversions and increase sales.

Remember that the main thing is not the quantity but the quality of content. It should be interesting, useful and relevant to the interests of your target audience.

Types of content for a website: how to find a tone of voice and attract customers?

1.2. Content for your business

Of course, there is no universal recipe for perfect content for all types of businesses. What works great for an online clothing store may not be relevant for a legal services company. That’s why it’s important to understand what content is suitable for an online store and what content is suitable for a construction company, beauty salon, or educational project.

Let’s look at a few examples:

Internet shop:

  • Quality photos and videos of products: Show the product from different angles, focus on the details, demonstrate it in action.
  • Detailed product descriptions with features and reviews: Help your customer get the most information about the product so that they have no doubts before buying.
  • Blog articles about new products, trends, tips on choosing and using products: Become an expert for your audience, provide them with useful information that will help them make the right choice.
  • Video product reviews, instructions, masterclasses: Show the product in action, tell about its benefits, teach how to use it.
  • Section with answers to frequently asked questions (FAQ): Collect the most common questions from customers and provide comprehensive answers to them.

Service Provider:.

  • Description of services with a detailed disclosure of their advantages and benefits: Tell us how your services differ from competitors, what problems they help solve, what results they guarantee.
  • Portfolio with work examples: Show potential clients what you can do best, demonstrate your professionalism and experience.
  • Reviews of satisfied customers: Trust is an important factor when choosing a service. Let your customers share their positive experience of working with you.
  • Blog with expert articles, industry news, and tips for customers: Become a source of useful information for your target audience, gain their trust and loyalty.
  • Video presentations, webinars, interviews with experts: Use different formats to convey information to your audience in an interesting and accessible way.

Remember that the content on your website should be not only interesting but also useful for your target audience. Analyse the needs and interests of your potential customers, follow trends, experiment with different formats, and don’t be afraid to be original!

Types of content for a website: how to find a tone of voice and attract customers?

Chapter 2: Speak to the customer in their language

Creating interesting content is only half the battle. It’s important not just to talk, but to speak to the customer in their language so that they hear, understand and remember you. To do this, you need to define a brand tone of voice that will resonate with your target audience and reflect the values of your business. Imagine that your website is a stage and you are an actor who has to play a memorable role. But before you go on stage, you need to study your character – your target audience – well.

Types of content for a website: how to find a tone of voice and attract customers?

2.1. Who is your client?

Before you start writing texts for your website, creating vivid images or shooting exciting videos, you need to clearly understand who you are doing it for. Who is your target audience? What are their needs, interests, problems? What is important to them? Answers to these questions will help you find how to find your brand voice and use it in content that will resonate with your target audience.

To better understand your client, create a portrait of him. Visualise his image, give him a name, age, profession, describe his interests, habits, values, problems, dreams. Think in detail about his customer journey – how he learns about your business, what he might be interested in, what questions he might have, what might motivate him to make an order.

Here are a few questions that will help you create a portrait of your ideal client:

  • How old is he?
  • What does he do?
  • What are his interests?
  • What are his problems?
  • What are its goals?
  • Where is he looking for information?
  • What social networks does he use?
  • What is important to him when choosing a product/service?

The more detailed you describe your ideal customer, the easier it will be for you to create content that will resonate with them. Speak their language, address their needs and interests, and offer them solutions to their problems.

Remember that you can’t please everyone. Focus on your target audience – the people who are most likely to become your customers.

Types of content for a website: how to find a tone of voice and attract customers?

2.2. Plan the content

So you’ve identified your target audience, you know their needs and interests. It’s time to think about how to provide them with useful and interesting content on a regular basis. Random publications once a month are unlikely to bring you the desired result. A systematic approach that helps you create a content plan for your website and publish materials on a regular basis is much more effective.

What is a content plan and why is it needed?

A content plan is a document that sets out the topics of your future publications, content formats, publication dates, target audience, and goals you want to achieve with each piece of content.

Benefits of the content plan:

  • Consistency: You publish content regularly, keeping your audience in mind.
  • Strategic approach: You think about the topics and goals of your posts in advance, which makes your content more effective.
  • Variety: You can alternate between different content formats to keep your audience interested.
  • Saving time: You prepare materials for publication in advance, which saves you a lot of time in the future.

How to create a content plan?

  1. Define the goals of your content marketing. What do you want to achieve with content: increase brand awareness, attract new customers, increase sales, build an expert image?
  2. Analyse your target audience. What topics are they interested in? What problems does she want to solve? What questions are they looking for answers to?
  3. Come up with a list of topics for publications. Try to look at your business through the eyes of your client and think about what information will be useful and interesting for them.
  4. Determine content formats. These can be blog articles, news, reviews, how-to guides, videos, infographics, polls, etc. Choose the formats that are best suited to reveal your chosen topic and engage your target audience.
  5. Create a publishing schedule. Decide how often you will publish new content: once a week, twice a week, daily? Consider your capabilities and the characteristics of your target audience.
  6. Define key performance indicators (KPIs) and analytics tools.How will you measure the effectiveness of your content? What tools will you need for this?

Remember that a content plan is not a dogma, but a flexible tool that you can always adjust to new circumstances and analytics results. The main thing is not to be afraid to experiment and look for your own unique style

Types of content for a website: how to find a tone of voice and attract customers?

Chapter 3: Professional help for your business

Creating and promoting content is hard work that requires time, knowledge, and experience. If you are just starting out in online business or simply want to delegate these tasks to professionals, there is an effective solution – contacting content marketing specialists.

Types of content for a website: how to find a tone of voice and attract customers?

3.1. Content that works

Content marketing is a powerful tool for attracting customers and growing your business online. But like any other tool, it requires proper use. By entrusting the creation and promotion of content to professionals, you get a number of benefits:

Expertise and experience: Content marketing services are provided by specialists with extensive experience in various niches. They know how to create content that works for your business and how to promote it effectively.

Individual approach: Professionals will develop an individual content marketing strategy for you, taking into account the specifics of your business, target audience and tasks.

Qualitative content: You do not have to worry about the literacy, uniqueness, and interest of the content – professionals will take care of everything.

Saving time and resources: You will be able to focus on the development of your business, and the creation and promotion of content will be handled by professionals.

Measurement of results: Content marketing specialists track their performance and provide you with reports on the results achieved.

What services are included in content marketing?

  • Development of a content marketing strategy
  • Analysis of the target audience and competitors
  • Creating a content plan
  • Writing texts of various formats (articles, news, reviews, interviews, etc.
  • Create video and audio content
  • Development of infographics and other visual content
  • Search engine optimisation (SEO)
  • Placement and promotion of content on various platforms
  • Monitoring and analysis of results

Content marketing is a long-term investment in the development of your business.It helps to attract new audiences, build trust with existing customers, increase brand awareness, and boost sales.

Types of content for a website: how to find a tone of voice and attract customers?

3.2. Find your dream team

Creating a website and promoting it is a complex process that requires special knowledge and skills. Sometimes it is much more effective to entrust this work to professionals who can take into account all the nuances and help you achieve the desired result.

  • You don’t have time to learn all the intricacies of web development and online marketing. Creating a successful website is not just about design and texts. It is also about SEO, analytics, social media promotion, and much more.
  • You want to get the fastest possible result. Professionals with experience will be able to quickly and efficiently create a website and launch an effective advertising campaign.
  • You want to be sure of the quality of work. Experienced specialists guarantee the high quality of their product and its compliance with all your requirements.

What to look for when choosing a web studio or freelancer?

  • Portfolio: Check out examples of potential contractors’ work. Do you like their style? Do they have projects in their portfolio that are similar to yours?
  • Testimonials: Read client reviews about the work of a studio or freelancer. Pay attention to what clients say about communication, meeting deadlines, and the quality of work performed.
  • Cost of services: Compare prices in different studios and freelancers. Remember that the cheapest is not always the best. It is important to find the best value for money.
  • Contract: Before starting work, be sure to sign a contract that will spell out all the terms of cooperation: terms, cost, rights and obligations of the parties.

Remember that creating a website and promoting it is an investment in your business. And the success of your online business depends on how professionally it is done. Of course, you can contact Duli.online – we are always happy to help you with the development and promotion of your website. But the most important thing is to find a team of like-minded people whom you trust and with whom you will feel comfortable working!

Types of content for a website: how to find a tone of voice and attract customers?


Creating content for a website is not just about writing texts. It’s an art form that requires knowing your audience, understanding their needs, and being able to speak the same language as them. Use different content formats, experiment, analyse the results, and don’t be afraid to seek professional help. After all, your success in the online world depends on how interesting and useful your website is to potential customers.

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Frequently Asked Questions

What types of content are best for an online store site to increase sales?

Although textual product descriptions remain the backbone of any online store, text alone is no longer such an effective sales tool. The modern shopper wants to receive information in a more attractive and interactive form before clicking the “Buy” button.

Here are a few types of content that can help you significantly increase your online store’s sales:

  1. Professional photos and videos:
  • Show the product from all sides, focus on details, texture, colour.
  • Demonstrate the product in action so that the buyer can imagine how they will use it.
  • Add video product reviews where you talk about its benefits, characteristics, and features.
  • Engage bloggers or opinion leaders to create native video content using your product.
  1. Detailed product descriptions with a focus on benefits:
  • Do not limit yourself to dry technical specifications. Tell us what problems your product solves and what benefits the buyer will receive.
  • Add emotional triggers, tell the story of the product, and create an atmosphere.
  • Use keywords so that customers can easily find your product in search engines.
  1. Reviews and ratings:
  • Trust is a key factor in online shopping. Add real customer reviews, product photos, and video testimonials to your product pages.
  • Encourage customers to leave reviews by offering bonuses or discounts.
  1. Interactive content:
  • Add the ability to try on products virtually using augmented reality technologies.
  • Create an online product configurator so that the customer can choose the parameters they need.
  • Conduct online quizzes and tests to help customers decide on the right product.
  1. Useful and interesting blog content:
  • Share expert information about your product, market innovations, and trends.
  • Provide useful advice on how to choose, use and care for your product.
  • Create a FAQ section where you answer the most frequently asked questions from customers.

Remember that your website is not just a product catalogue, but a powerful sales tool. By using different types of content, you can create a positive user experience, increase trust in your brand, and significantly increase sales.

How difficult is it to create video content on a company’s website as a service, rather than just text descriptions and photographs being enough?

While textual descriptions and photos are important elements of a service company’s website, video content can significantly enhance your marketing and attract more customers. Video has a number of undeniable advantages:

  1. Video increases trust and emotional engagement:
  • Seeing is believing. Video allows potential customers to “look behind the scenes” of your company, see your team, workflow, and the real results of your work.
  • Video evokes more emotions than a static image or text, which helps to create memories and build brand loyalty.
  1. Video simplifies complex information:
  • Some services are difficult to describe in words alone. Video allows you to clearly demonstrate the process of providing a service, its benefits and results.
  • Video tutorials, training materials, case studies are a great way to convey complex information to the target audience in an accessible and understandable way.
  1. Video increases conversion:
  • Studies show that websites with video content have higher conversion rates.
  • Video helps to increase the time spent on the site, which has a positive effect on the ranking of the site in search engines.

What video content can I use?

  • Video presentation of the company: tell us about your mission, values, team, experience.
  • Video reviews of services:  demonstrate the process of providing the service, its stages, results.
  • Customer reviews: real stories of satisfied customers are the best advertising.
  • Video recording of events:  demonstrate the activity of your company, participation in conferences, seminars.


Video content is not a luxury, but a necessity for a modern service company. It helps build trust, increase brand awareness, simplify complex information, and increase sales.

How to know your tone of voice as a brand and use it in content to win the respect of your target audience?

Brand tone of voice is the way you communicate with your audience, the emotional colouring of your brand. It should be consistent and recognisable at all points of contact – on the website, on social media, in email newsletters.

How do you find your unique voice?

  1. How do your competitors communicate? What do you like about their tone of voice and what don’t you like?
  2. What makes your brand special? What emotions do you want to evoke in your audience?
  3. It can be: Formal/informal:Do you address customers as “you” or “you’re”?

How to use tone of voice in content?

  • Choose words and phrases that match your tone of voice.
  • Create a tone of voice guide: Write down the basic principles of your tone of voice so that everyone who creates content for your brand adheres to the same style.
  • Be consistent: Use your tone of voice at all points of contact with the audience.
  • Don’t be afraid to experiment: Try different options, analyse the audience’s reaction and adapt your tone of voice.


  • Serious and professional:  “We provide high quality services using innovative technologies.”
  • Friendly and informal:  “We are a team of professionals who will help you deal with any problems.”
  • Funny and creative:  “Well, are you tired of fighting with the computer? We will come to the rescue!”

Remember: Your tone of voice is a powerful tool for shaping your brand image and building an emotional connection with your audience.

How to make an effective content plan for the site and what tools to use for its implementation?

A content plan is your compass in the world of content marketing. It helps you publish content systematically, cover different aspects of your niche, and achieve your goals.

Steps to creating an effective content plan:

  1. Define your goals:
  • What do you want to achieve with content?
    • Boost brand awareness?
  1. Analyse your target audience:
  • Who are your ideal customers?
  • What are their needs, problems, interests?
  • What information are they looking for?
  1. Create a list of topics:
  • Use keywords that your audience is looking for information on.
  • Create a content calendar to allocate topics for the month/quarter/year.
  1. Define content formats:
  • Blog articles
  • News
  • Reviews
  • Instructions.
  • Video.
  • Infographic
  • Surveys
  • Case studies
  • Interview
  1. Create a publication schedule:
  • Determine the optimal frequency of publications, taking into account your resources and audience characteristics.
  1. Define KPIs and analytics tools:
  • How will you measure the effectiveness of your content?

Tools for implementing a content plan:

  • Google Docs/Sheets: to create and edit a content plan.
  • Trello/Asana: for project and task management.
  • Google Analytics: to analyse traffic and user behaviour on the site.
  • Google Search Console: for analysing keywords and website positions in the search.
  • Canva/Crello: for creating visual content.

Important tips:

  • Don’t be afraid to experiment with formats and themes.
  • Analyse the results and adjust your content plan.
  • Be consistent and don’t give up!

Creating an effective content plan is not a one-off event, but a continuous process. But the results are worth the effort!

What are the advantages of ordering content marketing services from professionals, rather than creating content yourself?

Creating high-quality content is not just a hobby, but a real craft that requires time, effort, knowledge and experience. While creating content yourself may seem attractive from a cost-saving perspective, hiring a content marketing professional can provide you with a number of undeniable benefits:

  1. Expertise and experience:
  • Content marketers are specialists with a deep understanding of the principles of content creation and promotion. They have up-to-date knowledge of SEO, target audience, and content marketing trends.
  • Their experience with various niches and projects allows them to quickly adapt to your needs and offer the most effective solutions.
  1. Individual approach:
  • Instead of template solutions, you get a content marketing strategy designed specifically for your business.
  • Professionals take into account the specifics of your niche, target audience, competitive environment and your business goals.
  1. High-quality content:
  • You don’t have to worry about the literacy, uniqueness, interest, and optimisation of your content.
  • Professional copywriters create texts that are easy to read, memorable, and call to action.
  1. Saving time and resources:
  • You can focus on growing your business by delegating content management to professionals.
  • You don’t need to spend time searching for information, learning, editing, and promoting.
  1. An integrated approach:
  • Content marketing is not just about texts.
  • Professional agencies offer a wide range of services: video and infographic creation, content audit, and SMM promotion.
  1. Measurement of results:
  • Professionals track the effectiveness of content using analytics and provide you with reports on the results achieved.
  • You get a clear understanding of what types of content perform best and can optimise your strategy.

Of course, ordering content marketing services involves certain financial costs. But it’s an investment that pays off handsomely. High-quality content attracts new customers, builds trust among existing ones, increases brand awareness and boosts sales.

What should you pay attention to when choosing a web studio for creating and promoting a site, so as not to make a mistake with your choice?

Choosing a web studio is a crucial task that affects the success of your online business. To make the right choice and find a reliable partner, pay attention to the following aspects:

  1. Portfolio and experience:
  • Check out the projects that the web studio has completed before.
  • Pay attention to the design, functionality, and usability of websites.
  • It is important that the portfolio contains projects similar to yours in terms of subject matter and scale.
  1. Reviews and recommendations:
  • Look for reviews of the web studio on independent platforms: Google Maps, Facebook, specialised forums.
  • Pay attention to what clients have to say about communication, meeting deadlines and the quality of work performed.
  1. Transparency and communication:
  • It is important that the web studio is open to dialogue, clearly explains all stages of work and promptly answers your questions.
  • Pay attention to how comfortable you are communicating with managers and developers.
  1. Pricing policy and contract:
  • Compare prices in several web studios, but remember that the cheapest is not always the best.
  • It is important to find the best price-quality ratio.
  • Before starting work, be sure to sign a contract that specifies all the terms of cooperation: terms, cost, rights and obligations of the parties.
  1. Additional services:
  • Find out if the web studio provides additional services:
    • SEO promotion
    • contextual advertising
    • SMM promotion
    • technical support for the site
  1. Location and working hours:
  • If personal communication is important to you, pay attention to the location of the web studio and its working hours.

Remember that creating a website is only the first step towards online success. It is important to find a web studio that will become your reliable partner in the long run and help you achieve your business goals.


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