Impulse Creative
You've decided that it's time to overhaul your business' website. You have a new design that's ready to go, only to realize that you're missing one thing: content. Sure, you could use your old content, but what's the point of using old content on your new site?
You've visited dozens of different website and read through hundreds of pages of content, but your website isn't theirs. It's yours. And you want it to be perfect. So, how do you go about creating remarkable content for your business' website?
Here are seven tips that will help get you started:
Write for your buyer personas
One of the biggest mistakes that businesses make when writing website content is that they don't write for their buyer personas. Instead, they write about what they think their audience wants to know, or (even worse) they write about what they want their audience to know.
Before you start writing your website, think of your top three customers, and develop buyer personas around those customers. Figure out their pain points, what questions they ask during the sales process, and how your product or service can solve their problems. Then, use this information as a starting point for your content. Address your buyer personas' pain points. Answer their questions. Ease their fears.
Convey your "why"
Simon Sinek got it right when he said, "People don't buy what you do. They buy why you do it." Sure, your website still needs to explain what you do, but more importantly, it needs to explain why you do it. Don't try to sell what you do to people. People don't connect with "what." They connect with "why." Before you can write remarkable website content, you need to figure out why you do what you do.
Tell a story
As humans, we're natural storytellers. We connect with stories. If you're struggling to write website content, try telling a story. You'll find that it's much easier to tell a story than it is to write paragraphs that try to explain your business to strangers. Address your buyer personas' pain points, show your "why," and then tie in your "how" and "what."
Show your expertise
None of us like to listen to people who don't know what they're talking about. When you talk to your audience, keep this in mind and give them a reason to trust you. Point out your experience in the field, offer detailed insights that show you know your stuff, and above all, be confident.
Make your content easy to digest
Chances are you have a lot to say, and that's awesome! Before you go and write an essay explaining everything there is to know about your product or service, it's important to understand how users read on the web. On the web, people don't read word for word. Instead, they skim content trying to get a quick idea of what it's about. They scan for information they're interested in and ignore the rest.
Save that essay you want to write for a blog post, and keep your website content short, concise, and easy to digest. Keep your content to a paragraph or two, and use your company's blog to go more in depth about your industry or the technical details about what you do.
Be authentic
There's a common misconception that you can't be yourself when writing online. We disagree. There's no hard rule that says your website content has to be formal or stuffy. When writing your website content, be true to your company. Don't be afraid to be conversational or fun. Write like you speak, and always be authentic.
Proofread (and then proofread again)
You wrote your content and now it's time to get it on your website. Right? Not so fast. Before you put your content online, always make sure to proofread your work. Nothing screams unprofessional like website content that's full of spelling or grammatical errors. After you finish writing your content, step away from it for a few days and come back with fresh eyes. You'll likely notice errors that might have been overlooked before. Also, don't be afraid to ask your coworkers to read over your content, or enlist the help of tools such as Grammarly and Hemingway App.
Writing remarkable and targeted website content isn't rocket science, but it does take time. By following the tips above and taking the time to create great content, you'll watch your website do more than you ever imagined it could do.
