There’s a lot to website content development that goes far above and beyond simply putting words on a page. There are keyword density limits, ethical SEO practices, and good website writing habits to adhere to, plus it’s just not all that easy to put together compelling content on subjects that may be complicated, convoluted, and even maybe a little bit boring.
The good news is that good website content is an investment that will pay off. High-quality writing speaks volumes about how much you care about your reputation and your customers. Here are nine tips for creating superior website content that properly reflects who you are and what you do.
1. Tell the Truth
I can’t emphasize this enough. When people are taking the time to read the content on your pages it means they’re interested in your product or service already. You have managed to gain their trust, whether it is through your brand reputation management, word of mouth about your services, or your social media presence, so it’s your job to maintain that confidence. The worst thing you can do when it comes to your website content is to upsell, oversell or provide misinformation. And that’s really easy to do with a website, as it’s something people tend to set and forget.
2. Update Your Content Regularly
Website content should be regularly and consistently updated. Not only is it beneficial for SEO, as Google and other browsers like to see websites that are tended to and taken care of, but it also means that the site owners care enough about their customers and their online reputation to always be keeping their website front of mind.
3. Trigger An Emotion
It’s been said that purchases are mainly made through emotion. The more you can tap into what people are feeling when they’re contemplating buying your products or hiring you for your services the faster you’ll be able to captivate and keep them in your sphere. For example, when writing about insurance I would suggest highlighting how coverage protects you from unaffordable expenses, and can act as an investment. Or, often when I write about marketable products I like to stress how companies give back to communities, which makes the buyer feel they are dealing with a business that genuinely cares about people and not the bottom line.
4. Make Comparisons
Making it clear how products or services will fit in to lifestyles is a great way to garner interest. A way to do this is to describe a real situation where your product or service helped or improved someone’s life. To use the example of insurance again, telling a true story about how after a car accident a customer service representative was prompt, caring, and assisted through all aspects of the claims support process can provide real peace of mind.
5. Know Who You’re Writing To
Let’s talk data for a second, here. It’s really important to have a good idea of who your target audience is, which can be determined through several methods, including surveys, social media, and customer relationship management tools (CRMs). Every interaction with a customer or prospect is an opportunity to learn more about them. The data that your customers provide allows you to understand what they want, why they want it, and how to move them further along the purchasing process. If you are targeting a younger audience, use pop culture references they can relate to. Older audiences appreciate organized content that is to the point and well-organized.
6. Use Clever CTAs
There’s really no point to writing anything online without a proper call to action (CTA). The ultimate goal of website content is to always to motivate your site visitor to take some type of action, whether it be make a purchase, provide their contact information so you can talk to them directly, or even just click another link for more information. Since your website readers have already taken the initiative to enter your site and read your content, don’t leave them hanging. Design your CTAs to be imply value, inspire action, and most of all, be appropriate.
7. Hire a Writer
Finally, make sure you have writers who care. Website content development is not something that should be done off the side of anyone’s desk, however we do understand that not every small business can afford a dedicated marketing and communications person. That’s where we at Emphasize Design come in. We can offer all of the website design services you need to get yourself noticed, known and respected online.