20 Apr How to Write Website Content Like a Pro
Learning how to write website content is not easy. It’s both an art and science. It’s art because you need to grab and keep visitor attention with messaging that speaks directly to them. It’s science because certain things you do can yield results – but you have to know what to do and how to do it.
With that said, it can be done. Here’s how my team approaches writing website content:
Do a brain dump
The first thing we always do is a brain dump of information. Gather everything you need into one document: brand messaging (like value proposition and differentiators), your story, team bios, target markets, service and/or product information.
As you cut and paste from other documents – or write from scratch – keep the website content organized by page. So, your story and team bios go on the About page, the brand messaging goes on the home page, the details about your services go on their own pages, etc.
Don’t worry about writing perfect copy at this point. Brainstorm, scribble ideas, make notes to yourself – but don’t edit.
Write for your target market
Now you can start writing, and as you write, focus on your target market(s) and what they care about. What challenges are you solving for them? How are you doing it better than the next guy?
This is especially important on your home page because you have three seconds to catch someone’s attention. If they don’t immediately understand how you can help them, they’ll click off and probably never come back.
When you get to your product and/or service pages, again, keep the focus on what your clients care about. I like to say, “Talk to them, not at them.” Talking at someone means you’re blasting them with information about yourself. Talking to someone means you’re having a conversation so you can help them.
Emphasize differentiators
I already mentioned differentiators because they are incredibly important to emphasize on your website – especially on your home page and product/service pages. You need to convince potential clients that you’re the right choice for them – and what makes you different is often a selling point.
Take my friend and client Patricia. She’s a realtor in Arlington, VA. Not only are realtors a dime a dozen, but they’re especially ubiquitous in Arlington because the city’s real estate market has been en fuego since 2002.
When I wrote her home page copy, I emphasized that she works with first-time home buyers, walks them through every step of the process, and remains a resource for them after they’ve closed on their home. Very few realtors do all of these things, and that makes Patricia stand out.
Keep it simple
You’ve already heard me say this a thousand times, but it’s worth repeating: write like you talk. Simple, clear, straightforward is always the best way to go, no matter how complex your industry or offerings.
Not sure if you’re writing hits those marks? Run it by a fifth grader, your grandma, or both.
Sound like you
People work with people they like. They more you sound like “you” on your website, the better. You’ll attract your ideal clients who get you and are eager to work with you.
Include keywords
Now we’re going to get into some more technical stuff. You need to incorporate keywords for SEO in your website content.
Don’t guess as to what those keywords might be. Work with a company that specializes in SEO – and can prove that they deliver results. They’ll give you a list of the right keywords to use – not what you think you should be using.
Highlight your top sellers
Push your top-selling products and services to the forefront. Highlight them on your home page and use words that convey excitement. If you’re excited about the product or service, then your excitement is more likely to spread to your potential clients.
Use headers, subheads, and lists
Headers allow you to provide additional context for what’s on the page. Subheads help organize the content and make it easier for people to find the information they’re most interested in. Lists make information more digestible and faster to read. Use them!
Write strong calls-to-action
Finally, for your website content to be most effective, you want people to take action. Tell them what to do – call you, email you, fill out a form, make an appointment. This is your chance to get a prospect into the sales funnel, so use it to your full advantage.
Not sure you can do a slam-dunk job for your small business?
Don’t want to have the time to write website content? We can definitely help! Contact us today!
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