Some of the really valuable insights that I teach inside the Modern Marketing Collective centre around four categories of content that every business needs. These are connection, credibility, value and promotion, and today I’m talking about how to apply each of these specifically to your website.Understanding these four categories will be super helpful for everything marketing related, from posting on Instagram and creating your newsletter to how you structure your offerings and content across your entire business. CONNECTION Connection is all about building loyalty and likeability. Research shows that 86% of consumers say that authenticity is a key factor when deciding what brands they like and support. This means that it’s really important to show people who you are so they can see who is behind the business. The ‘About’ page is one of the most visited pages of websites, which gives you an opportunity to bring yourself into your brand and build connection with your audience. If you haven’t already, make sure you include a photo of yourself and tell people a little bit about what you value. This is one of the amazing benefits that small business has, as opposed to larger corporations, because you can really build your unique personality into the business. CREDIBILITY Building trust is huge when it comes to building community and ultimately, making sales. 70% of people will trust a recommendation from someone that they don't even know, which means thatawards, testimonials, case studies, reviews, and media features are really, really powerful. You might already have some of these included on your website, and if you don’t, start gathering some of these items and start weaving them throughout your website. You can get quite intentional and specific here in terms of boosting your credibility when it comes to the different pages on your website. For example, I have podcast reviews and statistics on the ‘Podcast’ page on my website, which helps build credibility for my show. VALUEThis category is all about understanding how to craft your message and make it crystal clear the transformation you offer, the problems you solve and the solutions you provide to your audience. Think about how you can showcase the value that your business brings.Messaging is absolutely key because it’s something you apply everywhere, from social media to emails, your bio to your website content. Establishing the right messaging can be a challenge, but when you are able to simplify and break it down to make it really clear, your audience will know exactly what you are offering and how you can help them.  PROMOTIONI like to think of selling as an invitation and this is something you should absolutely be including all throughout your website.