Here’s why you need more effective website content for your business…

As a professional copywriter, I’m in a position to see the same situations play out over and over. I see companies that think nothing of dropping thousands on a new website design, and then approach content with a limited budget.

I know that digital marketing can be a significant investment, but with this approach, you’re essentially putting Pinto tires on a Porsche. Your audience will need to know, like, and trust you before they ever feel comfortable doing business with you.

If you want the type of website that serves as an extension of your sales team, make sure that you prioritize your company’s message. With that in mind, I have a few suggestions for improving your website content.

How to Write More Effective Website Content

Resist the Urge to Copy It – You’re allowed to like what your competitor wrote for web copy or a blog. You’re not allowed to copy it. Take the idea and make it your own. Write a similar post or a similar page that’s in your voice.

While there are plenty of rules from high school English that you can bend, plagiarism is still the cardinal sin.

Understand the Goal for Each Page – Effective website content has a purpose. It accomplishes a mission. When someone reads your page content, what do you want them to do? Make sure that your content sticks to this singular mission. You may have useful sentences or paragraphs that stray from your central purpose. You can cut them, and keep a file with other notes.

Each sentence needs to support your main theme, and goal. Every sentence should lead the reader naturally into the next. From headline to the call to action at the bottom, it should be a seamless experience.

Make it Scannable – Long paragraphs with no natural breaks make readers winded. They intimidate those looking for a quick solution. In other words, they’re not friendly. Take it easy on your readers. You can use short paragraphs, bulleted lists, subheads, and photographs to break up chunky content.

Your readers will thank you. 

Provide Relevant Answers – When your reader arrives on your website, they do so with a list of relevant questions. They want to know that your product or service will solve their problem. They want to know how easy it is to use, and how the people who have tried it before liked it. They want to know what the next steps for buying are. Do you make it easy for readers to find the answers they’re looking for, in the order that they’re asking? This involves stepping out of your shoes in order to experience this as your reader would. It’s an important skill for writing effective website content. 

Write for Humans – Somewhere along the lines, businesses figured out that they could use their keyword 50 times in a 300-word block of text and rank highly in Google for it. There are a number of reasons this approach can do more harm than good in the long run.

Number one, Google’s cracked down on it, and you can end up blocked from the listings. Even if it somehow flies under the radar initially, they’ll address the issue when it is discovered. It’s also content that’s not beneficial to your customer in the slightest. It’s transparent, creates stopping points, and tempts your reader to move on.

Bad content that draws tens of thousands of visitors but converts none is still bad content. Good content that draws smaller numbers but converts reliably is more valuable. This is an important skill for producing effective website content.

Write Right Sell Now

Focus on the Headline – Your reader will base their decision on whether to click on your website based on the headline. The search results page is crowded and competitive. It takes an impactful headline to convert your reader.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

David Ogilvy

There are a number of ways to write a compelling headline. You can tease the reader with valuable information on the page. You can use language designed to emotionally trigger the reader. You can use these powerful marketing words. Whatever you do, make sure that you put some time into crafting a strong headline before you publish.

Write a Compelling Call to Action – The call to action is also a critical piece to every web page. You don’t want to assume that your readers automatically know what to do when the content ends. Your sales team would make a final pitch. You can do this too with your content. Remind your reader of the value of what you’re selling and ask them to click, download, buy, or share. Make it clear.

Combine Stories and Statistics – Stories are a compelling part of the digital marketing process. People want to know your backstory and how it influenced you to start a business. They want to know the story of how your product helped others to overcome a particular problem. When you can effectively tell compelling stories, your readers will remember you.

Statistics help to back up your point. For instance, 72 percent of marketers worldwide said that content creation is the most effective SEO tactic. Now you understand how effective it can be for drawing in new customers and clients. Statistics provide the foundation for the argument that you are seeking to make. 

Do Your Research – It’s critical to understand the nuances for the product or service that you’re writing about. Even if you know everything there is to know about your product, it’s good to see how the competition is approaching this same topic. When you have a firm understanding of the broader market, you’ll recognize the gaps and understand exactly where your services fit in.

Review Before You Publish – Your website content provides readers with a powerful impression of your business. Grammatical and spelling errors detract from the point that you’re trying to make. Muddled content that skips from topic to topic may miss the mark completely. Make sure that your content does everything you need it to do before you hit that publish button. If you need the extra help, you can always hire a copy editor.

Conclusion: Effective Website Content is Within Reach 

You wouldn’t allow your sales team to just spout off without any regard for the truth, or how your product can help customers. Your website content is where your sales pitch lives forever, so you shouldn’t do it there, either.

One good way to make sure that you’re addressing your audience in a professional manner is to hire a professional copywriter. A copywriter can help you write the type of highly effective website content that will be a true asset to your sales team. If you have any questions, contact me today!

Matthew Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now