Your website is the essential piece of virtual property, second perhaps to your social media pages. That’s why it is crucial to ensure that your business website, from design to content, accurately reflects what it is all about.
One of the biggest mistakes we see businesses make is selling their services with sloppy, confusing, and bloated written content. Not only will low-quality content result in you losing sales, but your credibility will take a hit too, and that’s regardless of how good your services or products happen to be.
On the other hand, website content that’s easy to read soft-sell your services and reflects what your business is all about, helping to reach out to potential customers. Even aspects like your blog posts will attract more shares, which will mean more websites linking back to yours. Over time there will be people who blog about your product and services, consequently helping you do more business.
Great Website content should consist of the following:
Sure! It sounds like common sense advise, but most businesses don’t seem to understand or at least implement this in their content. So, the outcome is often content that’s bloated, pointless and offers nothing of value to the visitor. That’s why we strongly advise that before you draft any content for a business make sure to ask the following three questions:
Let’s say you’re working on website content for a law firm. The primary target audience could be existing clients, but the secondary audience is perhaps much broader. The secondary audience includes law reporters and other attorneys who may require your services at any time. So, the content needs to be both exciting and easy to read.
Sections like your homepage need to answer important questions that these groups of people may ask, like how many successful cases have you had? So, they should lead most of these questions on the website to book an appointment to answer more specific questions.
It would help if you also considered that audiences tend to stumble upon your content or business differently. Some may actively Google it, others may see it on a social media site like Facebook, while a couple of local clients may have heard about your services from people in their friends’ circle.
Statics show that most websites will receive their traffic from search engines apart from a few exceptional circumstances or specific types of businesses. So, the texts need to be very well written and also optimized for search engines. If not, even the best-written content will go to waste as you will never read it.
Numerous studies have shown that the vast majority of people on the internet have very short attention spans. Most people will take just a second to decide if your website is the one they want to stay on or hit the ‘back button’ and find another. So, your website needs to be structured in a way that gets them hooked instantly or at least long enough for you to sell them your service or product.
We’ve often seen the best results from using what’s known in the content writing industry as the inverted pyramid. In its most simplistic terms, it means to put the most crucial message first or on the top of the page. That message should give you an extra few seconds to provide the visitor with more supporting and contextual information.
Building on the example above, let’s say you’re drafting content for the law firm’s page that’s meant for people looking for a lawyer to handle their drunk driving case. The most important thing for people who come to this page is knowing how successful the attorney or the law firm is with a similar past situation. Some people may want to know if the firm has any prior experience dealing with such cases.
So, you’ll open with a headline similar to: “99% Success Rate Over the Past 10 Years in all Drunk Driving Cases.” Then the three lines below should further elaborate on how that success is assured. Further details can then be in paragraphs below that because by this point, and you already have the prospect interested.
Microsoft’s study revealed that the average human’s attention span has dropped from 12 seconds back in 2000 to just 8 seconds.
One of the biggest challenges of writing good web content is to keep things simple. Explaining exactly what your service does in three sentences instead of six requires skill and experience. Unfortunately, some people still write long sentences which do not cut it with current day attention spans. You also need to factor in the fact that the average American adult can read up to just 9th grade-level English. That’s why it pays to make your content as simple as possible, which we admit is easier said than done.
One of the things many successful web content writers have done is to use mainly verbs and nouns with adjectives and adverbs used as few times as possible. Also, avoid big words like “equanimity” and instead use a more common word like “calm.”
You can use many of the freely available text readability apps online which will scan your text and give it a grade level. The most common is the Flesch-Kincaid Grade Level.
We are not talking about the product pictures on your website. Neither are we referring to images of your team at work. Sure, pictures are worth a thousand words, but your remarks should be able to accurately show the reader why it’s worth their money.
Your prose shouldn’t be limited to just generalized statements or ones with tall claims. The best way to sell your service or a product is with a real-world example, which helps the reader visualize the message.
So here are two examples:
“The best roofing company that money can buy!”
“We provide expert roof replacement that’s guaranteed to be durable thanks to the use of certified high-quality materials making your roof impervious to the worst storms and hurricanes!”
Which roofing service would you prefer to call? Most people will find that the second version is the best as it provides a clearer picture of what to expect.
Interestingly, more specific and rather descriptive information helps with SEO and the information they need to purchase. We will talk more about SEO below.
Remember, we stated that your website needs to be found by prospects, where SEO or Search Engine Optimization comes in. Generally, the vast majority of free traffic and how most candidates will find you will be Google. If your business website happens to appear on the first page, that ensures business success, at least getting inquiries and leads.
While there are many aspects to running an SEO campaign, experts unanimously agree that optimized content is 50% of the work. Well-optimized content on your website will make ranking a lot easier.
Now writing optimized content hinges on two things:
If you are writing website content for your own business, the content needs to do all of the above while still being human-friendly or readable. The keywords have to be used skillfully and tactfully to get the best results.
You’ll find dozens of books and websites that talk about writing SEO content for websites mainly because it is difficult and hard to master. However, getting this one aspect of your content wrong can spell disaster for your entire business.
As stated above, most if not everyone visiting your website has a brief attention span. So, you can’t expect everyone to read an entire web page top to bottom. Sure, some people may read the whole page, but that’s after they have scanned it. So, your text has to be scannable.
A scannable page makes it very easy for a person to scroll through it to quickly find interesting bits of information. If they can’t find what they are looking for, you will lose them even if it is there.
After all, do you read every word on a website? Or do you jump around the page looking for what you want?
Here are a couple of things you can do to make your website content on just about every page scannable:
What do you want visitors to your website to do? Do you want them to call, email, or give you their contact information? Without a call to action, all those lines of excellent copy you’ve written are pointless because visitors will not know what to do with it.
A CTA or Call to Action tells the visitor on your website what they should do, even if it is downright obvious. Your CTA should be one line stating something like “Call 866-000-222 For Professional help Today.” Or “Buy [Product] Today and Experience Permanent Relief.” In each instance, the CTA is different, but it still tells the visitor what you want them to do.
The thing about the call to actions is that you should keep them brief and start it with an activity like; in our case, we used “Buy” and “Need,” similar verbs would be “Download,” “Sign UP,” “Join,” “Watch” etc. You’ll also want to include a hyperlink or other means of helping a visitor take the action you want.
Writing content for your website or any other type of business writing is hard work. It would be best if you got it 90% right on the first try, or it could waste all that money you’re pouring into advertising and marketing. Not to mention the money you’re spending on SEO, which would probably never take off if you’re not doing your business.
It is essential to check your content every month to figure out how to improve it further. Generally, if you got things right on the first try, as we suggest, those changes will be minor at best, like moving the ‘CTA’ button or perhaps changing the opening headline. You can also try split testing another version of the page to see which one does better and why. However, all of that is beyond this tutorial’s scope; that’s why writing website content is often considered deceptively simple!