March 27, 2023
Quality website content is vital for attracting clients. Master website content writing and get tips from the expert Noga Cohen to increase engagement and sales.
Before sitting down to type the words, you need to do some groundwork. We can't just start pouring fancy phrases on our website visitors. We need a base to encourage them and help them make a decision.
The goal of this stage is to establish for whom we're writing and what we want them to do. I guess you already have your business's target audience and goals figured out. But be careful: you need to define the website's goal specifically. It is a part of your overall goal but most likely not the goal itself.
The key to good website content writing is a nice balance between cheering for your brand and giving unconditional benefit. The ultimate formula:
As soon as potential customers land on your page, they need to get excited with your headline and understand right away what your business is about. When you catch their attention, you can start giving them helpful information to build trust. At the right moment, you'll give them an opportunity to engage (subscribe, buy, set up a meeting, etc.).
Ultimately, when you're writing website copy, you should answer all the potential questions your audience might have so they can make this decision. The outcome of the preparation stage will be the list of those questions.
Examples:
There are classic sections that your website should have to give your target audience the maximum of information without overwhelming them. Each case is unique, and sometimes you need to think if some of those sections are relevant for you, or you may need to rearrange them or create an utterly unique one. I'll provide the basic list you can use as a starting point.
Those sections can also be pages if you have lots of crucial information. So on the homepage, show the intro and lead your visitors to a page with the rest of the information.
It's what users see right as they land on your page. This is where you grab their attention. Traditionally you're supposed to have a photo, video, or illustration as a backdrop, a main header, and a short paragraph elaborating on your header. Also, you can have here your first call to action (CTA is a button that encourages the user to take a desired action: contact, buy, leave their contacts, etc.). Please, remember about the balance: this copy should be both "salesy" and descriptive to eliminate the guesswork.
Here you build up on this attention you gained. UVP sets you apart from the competitors: how you can solve customers' problems, your unique technology, your certifications and patents, etc. You need to make sure that you present a real VALUE here. What will be a key aspect that will sell you to your target audience?
Now, when you have some credibility, you can show them what exactly you're offering. This is a pretty self-explanatory section. Also, you can put here a call to action (preferably the same as before, but it depends on your website goals).
Continue to build trust. It would help if you show the logos of the clients and/or partners and reviews on your business. It's better to curate testimonials so they would resonate with your audience and also be impressive to them.
Here is your chance to share your mission and values to connect to the audience more personally. Also, showing a face behind the company may be a good idea. It will add up to the trust, especially in case team members are recognizable in the field.
Here you can show your expertise to enhance the effect of all the previous sections. It can be a point of interaction with your audience and your chance to generate leads offering subscriptions. The only catch is you need to update your blog regularly. The "dead" blog serves the opposite purpose.
Make sure that your potential customers have multiple ways to contact you. See if there is room for one more call to action if your page is long. Though be careful and don’t overflow your website with CTAs.
In conclusion, effective website content writing is crucial for any business. You can create high-quality website content by understanding your target audience and business goals. Following a structured workflow ensures that your content is informative, engaging, and persuasive. With these tips in mind, you can create website content that sets you apart from your competitors and helps you achieve your business goals.
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