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Writing website content that works

Tegan Mathews

Writing website content that works is the most difficult part of the website process and can substantially slow down or halt the website build for days, months or even years. It’s difficult because you are writing about yourself, need to make it compelling to your website visitor, and Google friendly so that you are found. These top seven tips will make it easier for you to achieve all this and more:

1. Make it Original

Google does not appreciate content that has been copied from someone else’s website or blog post and will penalise you heavily for it. Changing it by ten percent does not make it your own. You need to write your own original content from your years of experience dealing with your specific customers in order for Google to like it.

2. Have a Clear Message

Each page needs to have a clear message to your reader and a specific call to action. You can have the same call to action throughout the website but you must have one. Think about what action you want your reader to take and what do they need to know in order to feel comfortable enough to take that step.

3. Talk Your Customer’s Language

If you write your content too professional you run the risk of losing potential customers. Write as if you are talking to a customer and use the same words they would use to describe what you do. Writing website content that works isn’t about impressing them with how much you know, it’s about connecting to your visitor as the authority in your industry.

4. Keep it on Point

These days no one has time to read details and fluff so they skim read. With this in mind use compelling headings that pull the customer in to read more, and sub-headings, bullet points and short paragraphs to make it quick and easy for them to get what they want. Put yourself in their shoes and answer the questions they would be thinking. Don’t make them go looking for what they want and don’t overdo the exclamation marks and bolding as this will make you look like an amateur.

5. About Page

These days this can be one of the deciding factors as to whether your visitor chooses to do business with you or not. Yes, that’s how important this can be. People are wanting to connect with the business owner or the employee they are dealing with. It’s almost like we are craving connection in this overly connected world. So, share your story, why you do what you do, where did you start from, what inspires you to keep going etc. Add a bit of personality to employee descriptions too.

6. Always Include FAQ Page

This is where you can answer any of the questions you get asked regularly but more importantly, this is where you can appease any concerns your potential customer might be having. Brainstorm with your co-workers what hesitations you think they might have and provide answers for them on the FAQ page.

7. Keep it Visually Pleasing

A picture can tell a thousand words. Writing website content that works for your customer means choosing images that portray what you are wanting to say instead of filling your content up with unnecessary words. Add in facts and figures as charts that are easy to understand and will impress with relevant information. White space is good so don’t cram up everything. Use colours sparingly and don’t lose sight of the overall look of your page just because you have so much to say. This will just come across as if you are trying too hard and that will put your potential customers off.

That’s it for writing website content that works for you and your business. We hope this has been helpful. If you don’t already have a website, or have built your own but don’t like it or know what to do with it, have a look at our designs and the Blue Dog DIY Club.

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Tegan Mathews

Tegan has over twenty years experience in sales & marketing both nationally and internationally and the founder of several businesses, her first at the age of 14.

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