Generate Profit-Driving Content for Your Website

Learn why, how and when to create and post content for your website.
Photo Credit: Unsplash

Author: Cassie Scott

A good website is like a well-stocked fridge. It’s full of fresh, nourishing good stuff. Although we stock websites with information and fridges with food, the idea is the same: No one wants to open them to find old, stale outdated goods.

That analogy comes from Sam Nichols, director of web development for Frontier Media LLC. Nichols advises ATA members to regularly create fresh, filling content to satisfy customers and increase their business’s Google ranking, which determines how high their website appears on the search results.

So, how do you serve fresh, satisfying content to potential customers? You create it! That’s easier said than done, but these tips should help inspire your work.

Try to post multiple times a week, but don't overwhelm yourself. Photo credit: Unsplash

Post Regularly and Realistically

Posting content on a consistent schedule generates leads, increases your website’s traffic, and establishes your business as an information powerhouse. Plus, it builds your content inventory, which increases opportunities for search engines like Bing and Google to match your webpage with new users through “search-engine optimization” or SEO.

Nichols said website administrators must regularly post new content to compete with big players. How often should you post? Some experts recommend two or three times per week, but some say more and others less. Nichols suggests ATA members add content “realistically.”

“With the insanity of life, we all know the ‘best practices’ for publishing new articles twice a week or more are unlikely to happen,” Nichols said. “Set a goal to publish at least two new pieces of content a month.”

Sharing content is a great alternative to creating your own if you’re short on time, or lack writing and editing skills. Follow the ATA’s consumer websites and social platforms, Archery 360 and Bowhunting 360, and share content that suits your audience.


Include Keywords

The more content your website offers, the more keywords it has, too. “Keywords” are words and phrases in your website’s content that help people find your site with search engines. Keywords bridge the gap between your content and those searching for it.

Use keywords essential to your business, such as “bows,” “arrows,” “archery,” “archery classes,” etc. But Nichols advises not being overly concerned, because algorithms make it hard to know which terms or phrases work best. He suggests using a few keywords consistently, and being specific without overloading your content with jargon.

Nichols put it this way: “If you’re posting a video about the best release method, a title like, ‘How to Execute a Perfect Release When Shooting a Traditional Bow’ is better than a generic title like, ‘Perfect Release.’ The first is more specific and helps rank you higher for people searching for related content, which means they’re more likely to visit the website/page, and stay a while to view your video.”

Including good keywords is just one aspect of SEO best practices. Learn more about keywords and SEO tactics here.

Post a mixture of products, videos, and event photos. Photo Credit: W24

Diversify Your Content

Most people think “blog” or “article” when reading “content.” Nichols suggests changing how you view content to include the ideas and examples below:

– Videos: Post a 30- to 60-second video on your website with a brief written summary. Videos and descriptions work well on social media, and can push customers to your website or store. Learn how to film a commercial for your business.
– Product pages or posts: Most companies post pictures of their products. Listing product names, and designating pages for products or product lines is good for SEO. It also tells customers what you carry. Outlining products year-round is an easy way to build your content inventory.
– Service outlines: Does your business conduct lessons or classes? If so, post summaries of what the students learned or what they should practice for upcoming lessons. You can also tease future classes to intrigue potential customers. This content provides value to web visitors and becomes a resource for students.
– Reviews: Write product reviews that include your sincere opinion, and plugs for when and where customers can find it in your store or online. Don’t be a product salesman. Instead, explain how the product works and whether you like it. Product reviews can establish your business as a credible authority.
– Events: If you attend a convention or trade show, write about it. Customers like to see what’s happening in the industry. You can preview or recap the event, or explain what you learned and what products you ordered.
– Podcasts: Use podcasts, which are audio recordings, to tell a story or discuss events, products or services. Podcasts cost little to create, and deliver information to customers on the go. Write a short description for each episode if you create a series.
– User-generated content: Let your customers help you create content. Ask them to share their archery or bowhunting stories in an email, and feature someone monthly. You could also create a Q&A segment on your website.

All these strategies serve two purposes: They help you create content and engage your customers.


Use the ATA’s Resources

Did you know the ATA offers free resources to help its members boost their online presence? Start using the ATA’s free widgets and Social-Media Calendar today.

The ATA’s Archery 360 widget and Bowhunting 360 widget help you populate your site with fresh, unique archery and bowhunting content. A widget is like a miniature app that displays information from other sources. The ATA’s widgets pull content from its 360 websites. ATA members who embed these widgets in their website automatically share ATA articles on their own site. The content helps your business attract and engage new customers. Plus, they’re spam-free and easy to install. Click here to learn more.

If you have questions about ATA’s widgets or how to install them, please contact the ATA’s business and membership office at (866) 266-2776 or

While you’re at it, check out the ATA’s free 12-month Social-Media Calendar, which includes weekly messages for ATA members to use on their social platforms. Use the informative posts as you find them, or tailor each message to your brand and customers. Either way, create content that encourages people to comment online, visit your website, or drive to your store. Log in to the ATA’s “Resource Website” to download the free Social-Media Calendar.

Contact Scott Einsmann with questions about the ATA’s Social Media Calendar at (866) 266-2776, ext. 114; or

Media marketing companies like Prophase and Frontier are part of your member benefits. Photo Credit: Unsplash

Get Help from Experts

Need more hands-on help? Work with an approved ATA-member service provider. The ATA has two website-development companies ready to serve you. The staff at Frontier Media LLC and Prophase Marketing can solve your website needs. Log in to your “MyATA Login” account to learn more.

Good content helps you increase website “conversions,” which occur when website visitors take action, such as buying products, clicking links, filling out forms, or signing up for classes or newsletters. Read “Boost Your Business by Increasing Website Responses” to learn how to create content that converts.

Unsure about where to start or how to generate good content? Contact Nicole Nash, ATA’s range and retail programs manager, at or (866) 266-2776, ext. 116. She can assess the effectiveness of your online presence and recommend ways to improve it.

Share This Story