How to write website content for your business

You can identify your consumers by their:

• Pain points - IMPORTANT - define how you'll stop their pain
• Priorities
• Goals
• Concerns
• Personality traits

Here are the types of questions you will have answers to by the time you have your ‘perfect’ customer:

• Who will you be speaking to? 
• Why would they be on your website? 
• What information/support/service do they need? 
• How is your business/product/service their solution?

Extra tip: This is a great time to put together a brand messaging document book and customer persona, which will come in handy in keeping all your other marketing inline with your website messaging moving forward.

Step 2 - Plan your content

Once you know who you’re speaking to you can then plan out what you’re going to say to them, and how. It’s at this point you will want to think like your users and structure the information to best appeal to them.

A simple structure with any page on your website: 

• Have an attention grabbing introduction to relate to the user.
• Move into discussing your user’s problem and outline their solution. 
• Write-up a conclusion where you look to persuade them to take action on your website - to get in contact, buy a product, join as a member or sign up for your service, whatever your end goal is.

Step 3 - Start writing

Now that you have a structure for your website content, you can make a start on writing it up!

As some quick fire tips to writing website content, this is what I recommend:

• Use headings - this will help to structure your content.
• Ensure key information stands out - through headings and bolding.
• Write simple and short paragraphs - users will be reading fast. Try not to exceed more than 15 words a sentence.
• Use simple words - don’t overcomplicate your content. Ensure every user understands your words.
• Break up your text - this is called content chunking, it will help to improve the readability of your website’s content. It will allow people to scan read.
• Think mobile first - more and more people are using mobile to browse websites. Your sentences and paragraphs need to be kept to a minimum so that your site isn’t just bulks of content.

Your first draft won’t be perfect, so don’t be too hard on yourself if it’s not quite right to begin with. Take a break and come back to it. 

Step 4 - Edit and proofread your content

Now that you’ve taken a break from your website content (from step 3), get your website content back in front of you and begin editing it with fresh eyes.

If you leave any spelling, grammar or punctuation errors in your copy it will negatively harm the integrity of your business, lowering the opinion your user has on your business.

Extra tip: In the editing and proofreading phase it would also be a good time to consider SEO (Search Engine Optimisation). Conduct keyword research into what your consumers are searching on Google that’s related to your business and work those keywords into your website content. This will help your potential customer to find you on Google.

Once you’re happy with your content, add it to your website!

Step 5 - Test and review

Once you have published your website with the new content, make sure to track how your website is performing. 

There are a few tools you can use to judge how your website is performing with its content:

• Google Analytics - see how people are finding your website then how they browse it. Track conversions on your website too - is your content helping to convert your users? Or do you need to edit your content? Is there a page where users drop off your website most?
• Hotjar - see how users are moving around your website and interacting with it.
• Keyword rank tracker - if budget allows you could sign up to Ahrefs or SEMrush. Alternatively, go onto Google and search various keywords and see where you’re ranking. 

You want to see your users staying on your website, navigating through your website and for your website to be ranking for relevant search terms on Google.

Do you need support with your website’s content? 

Get in touch with TJ Creative to start creating content for your website and customers. 

Thank you for reading!