As marketers, content is at the center of the digital experience you create for your customers. Whether your aim is to build awareness, drive engagement, or lift sales, everything you put out — from the six-second Vine to the 500-word blog post — contributes to your end goal. If successful, that content will put consumers where you want them.

Pinterest has done a remarkable job of driving massive traffic to websites and product pages. And for businesses, that traffic is paramount to reaching marketing and sales goals. For example, a recent study found that Pinterest referral traffic drove a 67 percent increase in e-commerce revenue between January and June of this year.

The value of a Pinterest Pin is growing, but in order for the platform to work for you, you need to ensure that the content you’re publishing is optimized for pinning. Here are some best practices to consider when adding content to your website.

Pay Extra Attention to Images

Images are a powerful asset to have on your website; they’re the only way anyone can share content from your site on Pinterest. For this reason, it’s recommended that your site feature attention-grabbing visuals on each page, including blog posts. One thing you’ll want to do is avoid using stock images. They’re not unique to your business, and chances are pinners will see the same images used elsewhere. Creating wholly original images is ideal, but using images from Creative Commons is a cheaper alternative if you can’t do that.

If you’re selling a service rather than a tangible product, don’t underestimate what a little color and a text overlay can achieve. An earlier study found that the most repinned images have multiple colors. Additionally, red images tend to get more repins than blue images. You’ll also want to make sure that you’re always up to date on image sizing guidelines.

Enable Rich Pins

Introduced in July 2013, Rich Pins enable brands to embed useful information from their websites directly into their Pins. Rich Pins currently serve five types of content: movie, recipe, article, product, and place. Businesses using this technology can embed specific types of information into Pins so that, when a user clicks an image, the information appears below the caption. We’ve discussed in the past how this feature impacted two brands’ Pinterest strategies.

Here’s Why You Should

Last spring, Pinterest launched its Send a Pin feature, which enables members to share interesting Pins with friends on and off of the site. Since then, this feature has become incredibly popular with more than two million Pins sent each day. Now, Pinterest is making it even easier for people to communicate and collaborate with the launch of its new messaging feature.

Although it’s unlikely that many brands will be invited to join those conversations, the important thing is that they’re taking place around your pinned content. But the only way these conversations can take place is if your content is pinned to begin with, which is why it’s so important to consider the best practices above when adding media to your website.

Once you’ve made your website more Pinterest friendly, check out our earlier articles about how you can drive followers to your Pinterest Profile and make your brand more discoverable on the platform.