Using unique website content to stand out from competitors

Using unique website content to stand out from competitors

Using unique website content to stand out from competitors When visitors land on your website, are they greeted by a templated site provided by your brokerage and/or content that the entire company is posting without any of your personality and expertise shining through?

While it’s great to have a starting point thanks to a website and access to copy provided by your company, unique content is a great way to set yourself apart from the competition and attract new business through an educational, value-added marketing approach.

Adding fresh content also makes you more attractive in Google searches.

Although you may rely on your company name and reputation to help showcase your professionalism, at the end of the day, your clients will work with you because of the excellent services and knowledgeable insight you provide.

Three ways to add unique content
  1. Start a Blog. The number one way to regularly add new content to your website is through a blog. Think about the mortgage financing questions you’re asked most frequently throughout the course of your day. Look at mortgage-related headlines and debunk some of the myths. Your posts don’t need to be long. Pick a few points you’d like to get across to new and existing clients and referral partners, and jot them down. The key is to add new blog posts at least monthly.
  2. Highlight Your Offerings. Let’s face it – if you don’t draw someone in within the first few words, no one is going to read anything on your website. That’s why it’s important not to dump a lot of information on your visitors. Break the information up into bite-sized pieces and rotate the featured service every month. Chances are, you already have great content that clearly explains what you have to offer, so why not showcase this information front-and-centre on your homepage? Focus on the time of year that makes each topic most relevant – such as freeing up renovation funds in the spring or consolidating debt in the New Year.
  3. Revamp Your Bio. Your ‘About Me’ should truly be about you, not about your brokerage. It should be a gateway into who you are as a professional and why you should become their trusted mortgage professional. So many bios are written in third person and don’t accurately depict the personality or expertise offered. A website bio should be written in first person as if you’re speaking directly to your audience, set beside a recent photo of you, inviting them to get to know you better.

If writing is not your forte, keep in mind that having unique content created on your behalf does not have to cost a fortune. If you sign up for an annual contract, for instance, the cost per piece will drop, and the content provider will be able to get to know your business over time, ensuring the content provided matches your unique business needs.

Remember that every time you have unique content created for your website, it can be easily reworked to use on social media and in database communications to get the most out of every dollar you spend.

Cindy Freiman is president and word wizard at Creative Soul Communications – a content creation company specializing in providing top-notch educational and thought-provoking content for businesses to share via social media, blogging, client communications, marketing and advertising. She can be reached at:;; 905-431-1546.