How to write good content for your website is a question that often plagues those who really want to push their business presence online and create more than just words on the page. They don’t want just a website but something unique, which stands out from others in the marketplace.
Is this you? You’re proud and confident of the business model you have created; you have your stories lingering and an excellent capacity for products and services, but you have a fear of writing, and this is keeping you from appearing in search results. Without enough pieces of content on your website, it is difficult to keep visitors on the page.
I have good news if you are in this camp. The secret to great content is less about the best word order or grammatical perfection and more about knowing your audience and their desires.
Creating good content for your website isn’t easy, but it is highly achievable with the right amount of determination and a few pointers, which we’ll look at in this blog.
As the author and productivity guru, Cal Newport states in his new book,
“In business, good is not the same as easy, and fulfilling is not the same as convenient.”
Below, I’ll run through the preparation and decisions that will naturally help you write copy for your business website. But, like the foundations of your house determine its strength, the same goes for your website.
‘Just writing’ or copying what is out there already will get you a website, but you want more than that, don’t you? You want a great website!
No one wants to read your website just for fun, except maybe your mother. Modern people have books they’d instead read, Netflix to watch, Insta, exercise in the park etc. They have a billion better things to do than read about your business, so the first thing you need to decide before you start writing is who will be interested and how you can fulfil their needs.
Your visitor will be on your website with a purpose: to see how your business can help them achieve their goals or see if they can learn something from you, buy something, or think about purchasing something.
This is particularly important on the home page or landing pages of a website. Having a meagre 15 seconds to convince a website visitor to stay browsing on your website may feel miserly, but it’s the truth.
That old saying ‘build it and they will come’ has never been falser when applied to your business content.
Fifteen seconds sounds harsh, but that’s the time you have to convince someone to stay on your website, so before you write a word, make sure you answer the following questions.
1. Who is your audience? Try listing the demographics or creating a set of buyer personas.
2. What are their emotional desires?
3. How does your business meet its emotional desires?
With all this information to hand, you can create home page content that talks directly to your audience, including taglines, addressing the desire directly and a call to action. Remember, this is your chance, right now, to make an impression on your potential customer or client – do you want to waste it talking about your certifications or with boring statistics that everyone else knows? Or do you want to make an immediate splash and address their emotional desires?
Product or Service Clarity
A coherent offering is another big issue that I see with websites. Though the home page may look good and you’ve hooked onto the emotional value of the visitor if you can’t follow this through with the right product or service offering, how can you expect them to do business with you?
Keeping your audience hat on for just a moment, are each of your offerings clear and do they relate to the needs and desires of your ideal customer? Now you’ve validated their reason for being on your web page, where should they go? Have you carried this clarity over into your products and services? It is time to get specific about how your products or services can help fulfil the promise your home page has made.
Products are easier to package and sell, though make sure you keep the theme you identified on the home page running. For example, if you’re a seller of tableware from the Belle Epoch period, you would probably not want to mention dishwasher friendly – keep your theme closely intertwined with your goods and services.
Services, especially for those in the knowledge sector, can be difficult to package and define, but tough luck, small business is complex. If you keep in mind your audience, what they want from your services wise you’ll be on the right track.
Now you’ve got all the fundamentals in place, it’s time to have some fun with your website and get creative about what kind of content to produce. I do not mean your painting, storytelling, or mosaic artisan abilities by creativity – I mean your unique outlook on the world. The one that only you have because you have the knowledge, experience, and a rapport with your customers.
Creativity is your ability to think differently based on your experience, and according to the exceptional thinker and particle physicist David Bohm, it is infinitely more valuable than knowledge.
So, the magic trick here is to take what you know about your audience and mix that with what you know about the world and voila, you have a creative approach to your business. And remember, now that you’ve dealt with your audience, there’s an enormous scope to be creative and differentiate your website from others.
Good places for this include:
- An about you page – once your visitors have clicked over to your ‘About You’ page, they’re curious – about you, not necessarily where you want to high school or what degree you have, they want to hear your voice and your story.
- Business storytelling – there’s no limit to the stories you can tell on your website; just make sure that they reflect the values you want to convey.
- Blog posts and content marketing – remember, now you know what your audience wants, you can use this information to think creatively about how you could help them.
- Don’t forget to include your loveliest recommendations
- Can you get creative about the resources you use in your everyday business? This is often helpful content for fellow business owners.
Thanks for reading, and I wish you all the best with your website content. Hopefully, you’re inspired and ready to start or revisit your own website with the above ideas in mind.
I help businesses create content that makes an impression, if you need professional help with your content, please do get in touch here, and if you’d like to read a bit more about creative thinking for small businesses and startups, you can download my guide here.
You may also be interested in the below article about creating the perfect tagline for your business.