Websites are where consumers go to learn about your company and where they decide if they want to learn more. We would like to tell you that if you’ve got them to your website, the hard part is over. Yet, in reality, the feat to growing your business is keeping them there.
Whether your business is in home repairs or a neighborhood bakery, the content on your website is what can either gain you business or send consumers to a competitor.
Think about writing content for your website in terms of writing slogans. Great slogans are engaging, informative, and have a call to action for the consumer. When you think of Nike, what’s the first thing that comes to your mind?
It's probably their advertising campaign turned tagline turned slogan, “Just Do It.” Coined in 1988, “Just Do It” was one of the top taglines of the 20th Century and evolved in the face of the brand. Great website content can do just that. It’s your company, so your website content, whether it is good or bad, represents who you are.
The following steps to writing great website content not only engage the reader but also begin to establish a relationship that will potentially lead to growing your business.
- Indicate purpose without trying to sell. Other than listing your services, tell the reader how your offerings can help them. Help the reader better recognize the purpose of your site.
- Keep it short. In the age of the Internet, everything is fast-paced and people don’t have a lot of time or simply don’t want to read a lot of text.
- Write how you speak. Avoid complex words when writing about complex concepts. You’re not writing a research paper for a professor; you’re writing for your readers, who came to your website because they need your help. It’s like when you’re about to undergo surgery and the doctor explains the procedure to you. He doesn’t use medical terminology because you wouldn’t understand it.
- Identify your target market and their needs and problems while providing solutions to them. Know who you’re writing to, find what needs and problems they have, and aid in providing them solutions. The content of your website cannot be all about you; it has to be about your target market. Build trust by providing helpful tools, such as our Social Media Tune-Up Guide and Website Redesign Checklist eBook.
- Explain what makes you different from your competitors. Believe it or not, potential prospects want to know why they should go to you instead of your competitor, so let them know. Although all the content of your website cannot be about you, in this instance, it is completely okay to brag and show off your products.
- Update your website with fresh content. Always keep the content of your website updated and give value. Not only will fresh content increase website traffic, but readers will flock to your website if you give them value.
- Have a call to action. So potential consumers not only went to your website but they browsed and read your blog, testimonials, and you know what? They like you. However, after they’ve browsed through your site, how do they know how to contact you or download your free eBook? Consumers need direction and if you fail to give them direction they’ll find it elsewhere. After a potential consumer reads your content, always have a call to action.
Have you found yourself stuck with writer's block and not sure how to word, or what content to distriubte on your website? Pick up a free copy of our website branding kit today!