Developing great content for your commercial real estate website doesn’t have to be difficult. In fact, by applying a few simple principles you can easily begin to create great content that will increase traffic to your site, and set yourself up as an industry leader.

First, it’s important to understand your potential client and what’s important to them. It’s tempting to write about why your company is great, and leaps and bounds ahead of the competition. However, this is rarely the best option. Instead, focus on what unique benefits you offer to your clients. The content on your website should give a prospect a clear idea of the benefits that they can expect to receive. In order to write to this ideal client, it can be useful to create a client profile. This is a fictional client who represents someone who may buy from you. Once you have a completed profile, you can use it for this next exercise.

Before you start writing content, ask yourself, what does a client of mine want? What questions do they have, what problems are they experiencing, and what content can we produce that will help them to make their lives easier? It’s important to create something of value when considering a commercial real estate marketing campaign. Internet users have become very adept at sniffing out and avoiding poorly written, generic content. That means you’ll have to work harder to create valuable content. However, the good news is that if you do so, you’ll find that you start to get repeat visitors to your site, and your traffic will begin to increase every month.

It’s not always easy to come up with content though, especially since you already have an intimate understanding of what your company does and the level of service that you offer. So when developing content for commercial real estate websites, one of the simplest ways to figure out what to write is to put yourself in the shoes of your ideal client and figure out how you can be of use to them. Remember, the idea when producing written content isn’t to convince people to work with you, or to list all of your accomplishments, it’s to help them to make their lives easier.

For example, what unique problems exist in the real estate industry that you have valuable insight into that other people might not understand? If you can answer these difficult questions you’ll immediately set yourself up as a leader in the industry, and someone who other clients and even businesses will turn to when they have a problem.

Finding a good writer or setting aside enough time to do it yourself is an important step in the content development process. Quality writing may cost more money or time, but it’s worth it in the long term. Ultimately, good writing or not, the thing that will have the largest impact on the quality of content on your website is the ability to identify problems that your clients (and potential clients) are having, and then solve those problems. That’s what keeps people coming back to a site, and what gives you the largest possible chance to sell to them.