Creating the content for your website can be a challenging task as it’s often difficult to know what’s important and where to start. To help you out, I’ve put together this guideline with some helpful website content writing tips.
Some quick website content writing tips:
- Put the most important information at the top of the website
- People skim read websites, so make your content easy to read by using short paragraphs, and informative headings to separate content sections
- Use bullet points to emphasise key areas about your business, but keep the bullet points to around 7 items
Start by describing your products or services
When drafting your website content, a good place to start is with your products and services. Describe exactly what it is that you do and how you do it.
Work out your unique selling position (UPS)
Your ‘unique selling position’ is a marketing phrase to describe the specific qualities your business has that sets you apart from your competition. For example, your USP could be the personalised service you offer, the speed of your delivery, your investment in technology or tools, or the depth of your industry knowledge.
Be a problem solver
When someone wants a service or a product, they have a problem they are looking to solve. You have the solution, so emphasise throughout the website how you can solve the specific problem, for example, a plumber might be very specific in mentioning that they fix leaky taps.
Address any fears they might have about choosing your business
Buying a product or service comes with a specific set of fears or uncertainties; and people are very aware of the risk they run by choosing the wrong business. Address these fears head on. You can do this by:
- Outlining the qualifications your team has
- Stating the experience the staff have
- Displaying any logos of trade organisations or professional associations you belong to
- Specify the guarantees and refunds you offer (especially anything that goes beyond what you are legally compelled to offer)
- Have client testimonials on the website, as these really help with the overall credibility of your website
To use the plumber example again, the plumber could address the concern that tradespeople never turn up or don’t turn up on time by stating quite clearly that “we’ll turn up when we say we will”.
Answer Frequently Asked Questions
What are the questions you’re always asked by prospective customers? Write them down and your answers to them. You can then include this content as an FAQ (frequently asked questions) section, or you can simply include the answers throughout your writing. As an example, a plumber might write something like ‘yes, in case you are wondering, we will just fix a leaky tap.’
Anticipating people’s questions and answering them is an extremely powerful and persuasive way to convince people you are the right business to work with.
Be consistent with your message
Reinforce the key messages you want to get across and avoid being ambiguous or vague. If people can’t understand what you are offering they won’t buy from you.
Keep your writing simple
The wider your target audience the simpler you should make your writing. It should be straight forward, readable, and easy to understand. The fewer syllables you use the better.
Maintain the same tone of writing
Be consistent with the language and tone of writing you use on your website. For example, don’t go from personal and friendly writing to formal writing.
Include call to actions
A call to action is simply asking a website visitor to do something. It could be to ring you on your phone number, send you an email, complete an enquiry form or join your mailing list. At its most basic, you simply need to write ‘contact us today to learn more’.
Check out the competition
Have a good look at what your competitors are saying on their websites, as this is who you will be compared to. You will need to match their content if you do the same level of service, but obviously emphasise how you do it differently. You can certainly take inspiration from other sites, but never feel tempted to copy their content!