When a potential client clicks on your website link, they will decide to either read on or leave within seconds. You need to figure out a way to capture their attention. One way to do that is to write amazing content that will leave them wanting more.
When writing your website content, look at it as more than just informational – it has to tell your brand story from start to finish (the finish line is the sale!).
Here are 8 tips to help you write content that is going to stay top of mind when it comes time to making the sale.
#1: Start with a good brand foundation
This might seem like a no-brainer, but most people don’t take it to heart. Not only do you need to have your name and visual identity (logo, colours, and font) in place, but you also need to have all of your messaging in place. Your messaging should clearly outline who you are as brand, what you offer, and how you offer it. It should showcase your brand values and your brand character. Starting with this messaging document will put you in the right direction when it comes to tone of voice and what type of language you’ll use throughout your website. It will also make it easier for you to stay on brand while you talk about what you have to offer in more detail.
#2: Define your audience
If you have done a good job of your business plan, then you should already have a good idea of who your target audience is. Before writing your website content you need to be able to identify their pain points/needs and how you can provide solutions for them. You also should take the time to get to know how they like to communicate and what they are interested in. That way you can focus more on them when you write your content.
#3: Define your website goals
You need to figure out what you want to achieve through your website and then make sure you include calls to action throughout your pages to help you achieve those goals. Are you trying to sell something? Are you trying to get people to sign up? Using active voice rather than passive voice will also help you in this sense. It is a more direct way of speaking.
In order to get them to buy into what you are asking for make it easy for them to explore your site by including hyperlinks to other pages within your site. You’ve likely heard the expression “down the rabbit hole” and your website should be that rabbit hole.
#4: Talk with your audience, not at them
As you write your content, pretend you are having a one-on-one dialogue with your customer – answer all of the questions they might have in a meaningful and efficient way. Focus on what you can do for them rather than how great you are as a brand.
#5: Use your keywords strategically
Search Engine Optimization (SEO) is important when it comes to your website and being found online. Do your research to find your top-ranked keywords and use them strategically throughout your website content. However, don’t pack them in so you use the word as much as humanly possible, it will make your text seem cumbersome to read.
#6: Keep it simple
This is always your best option. On each page, use simple language – NO JARGON – and keep paragraphs and sentences short and simple to read. Videos and images are great to use when you want to highlight something in the text, but everything should work together as a cohesive unit. In order to make it easy for your audience to scan the page, use sub-headers throughout as well as bulleted or numbered lists where it makes sense.
#7: Be memorable
Sometimes this is easier said than done, but you always want to be memorable (in a good way). A great way to approach this is to be original and tell your unique brand story. If you are trying to stand out but you copy almost word for word a competitor’s site content, you either look lazy, like you cut corners, or that you don’t know what you are doing. None of those are great impressions to leave on a customer.
Another way you can be memorable is with more provocative content. Find ways to make your audience think about things in a new way.
#8: Get a second opinion
It’s your brand and your baby, but if you have spent hours working on the content for your website, it’s always beneficial to get a second set of eyes on it to have a fresh perspective. If you really have no one to look at it for you, finish your first draft and walk away from it for at least 24 hours. When you pick it up again, play devil’s advocate to make sure you haven’t missed anything.
Your website content should tell your brand story, and that isn’t always an easy thing to do. SongBird can help you by being your second set of eyes, or we can even write it for you! Give us a call to chat about your website needs.