Fact: Websites are not cheap. So once it’s up and running, how do you see return on investment? How do you make it work as a lead generator?

The good news is that through regular and effective content updates, you can drive traffic to your site, increase brand awareness, and ultimately drive business. And with a good content management system (CMS) in place, you can upload and publish the content yourself.

Here are five content ideas for your website.

  1. E-Books

If you already have a collection of blogs, repurposing them to form an e-book provides even more value to your reader. Of course, it’s not just about pulling together a collection of blogs – it’s about carefully selecting, editing, and expanding blogs to form useful information on a particular topic that helps solve a customer pain point. Expanding one e-book into a series will also take your potential customer on a journey of how your business can help.

  1. Checklists

There is something incredibly satisfying to the human brain about ticking off a checklist. By providing downloadable checklists on your site, you’re encouraging potential client interaction with the added bonus of simplicity. Include them in your blogs, newsletters, social media, email signature, and more to encourage shareability. See one of Travel Ink’s checklists here to give you an idea.

  1. Blogs

One of the most powerful content marketing tools, blog posts are a fantastic way to keep your website regularly updated. Whether you do it daily, weekly or monthly, just make sure all your posts are timely, relevant, useful, and appeal to your ideal target market. Learn more about the power of blogging.

  1. Frequently Asked Questions (FAQ)

Keep this page updated on a regular basis and not only will it save you time but will also pre-empt your customers’ questions. Every time you have a conversation with a client, make a note of what questions they ask and update your website with the question and the answer – don’t forget to include the FAQ link in your proposals to drive even more web traffic.

  1. White Papers

An authoritative, academic piece, which is well researched and referenced, white papers present a problem and a solution and are an excellent source of data capture. They can be time-consuming but help significantly when it comes to building trust and credibility.


If you need help with your content strategy, writing requirements or language translation, Travel Ink can help. Get in touch on +9714 368 0882 or email

Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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