How to Create Great Website Content That Converts

By Edward Kelly
By Edward Kelly

One of the largest holdups we see to website development projects is content. Websites must have content that speaks to customers to invite them to take the next step. Yet, finding the time to write content is tough and for many people writing content isn’t their specialty.

According to Neil Patel, the main reason people leave your website is that the content isn’t relevant to the customer’s needs.

No one knows your customers’ needs better than you do, so writing content should be easy, right? Not at all.

Summarizing customer problems in a simple statement is hard. And so is telling them how and why your products and services are the answer to their struggles.

We’ll explain how you can simplify the content-writing process while producing content that converts and speaks to customers in a dynamic way.

How to Write Great Website Content

Instead of sitting down to write your content, start with a strategy session. The goal of your strategy sessions is to gain a better understanding of who you are, what you do well and why customers look to you for solutions. Here’s a step-by-step process of what you should document before trying to write your content.

1. Start with your customer’s problem.

For example, a company that markets a software project needs to explain the challenges the software solves. In the case of marketing automation software, the customer’s challenge might be not having enough time to build effective relationships with their customers. At this point in your content, you aren’t talking about your products at all though. It’s about meeting customers where they are at.

2. Make a list of features and benefits.

List out the primary things your product or service offers. Those are the features. Then make a list of the benefits your customers get from those features. Going back to the marketing automation software example, here’s what a feature and benefits statement might look like.

  • Feature: Automate emails when a customer signs up through your website.
  • Benefit: Connect with customers the moment they show interest in your business

See how the feature explains what the software does, while the benefit shows what the customer gets from that feature?

3. List your market differentiators.

A market differentiator is how you position your product in the marketplace differently from your competitors. It might be a unique feature, different price point or customer support. Take a hard look at your competitors to see what their primary market differentiators are. You want to avoid leading with the same primary features or benefits of your product to make it clear how your market is different.

4. Outline your website content.

Now you have a better idea about how to talk about your business. Take some time to outline what pages you need on your website. This will likely be a tree list showing hierarchy and how pages relate to one another. It might look something like this.

  • Homepage
  • About the company
  • Services
    • Service
    • Service
    • Service
  • Reviews/Testimonials/Work portfolio
  • Blog
  • Contact Us

5. Take your strategy information and write your content page-by-page.

Start with your most important market differentiators and benefits. Those should be the lead content on your homepage. A good homepage should inform customers at a glance what your product is and why they need it. But remember, you’re not talking about yourself. You’re talking about the problems customers face and the solution you can present.

The homepage should link out to each of your main pages. So write a small paragraph about your services, another general overview of who you are and entice readers to check out your reviews/testimonials or portfolio to see for themselves the difference you make.

General Writing Tips

Website content is more enjoyable to read when it sounds natural and is broken into small, readable segments. Here are some ways to make your content inviting for customers.

  • Write like you talk: the more natural your content sounds and the less salesy it is, the better. Go ahead and avoid being too formal or unnatural sounding.
  • Avoid industry jargon. Jargon is words or phrases that are only prevalent in your industry. You likely know in-depth what these words or phrases mean because you live them day in and day out. But your customers don’t. Do what you can to avoid having these terms in your content.
  • Keep it short. Sentences, paragraphs and headlines should only be as long as they have to be. Use simpler sentence structures to make it simpler to read your content. Break up paragraphs into only a couple of sentences each. And do your best to say what you need to say in as few words as necessary in your headlines and headers.
  • Use lots of headings. Headings are attention grabbers. They should summarize the content that follows in a simple way. Show importance by using headlines and subheads that provide further detail.
  • Create skimmable content. Bulleted lists and numbered lists make content easier to skim and help readers understand your points in a simple format.

When to Hire a Website Copywriter

Sometimes, finding the time to write content or knowing how to build out the strategy side of content is too much to do on your own. When that happens, it’s time to look for a good website copywriter.

Look through your network on LinkedIn to see who you might already know who provides this service. Otherwise, look for professionals in your area and ask for references and content they’ve written for other customers.

When working with a website copywriter, be prepared to spend some time on the phone going through the steps listed above. Your copywriter can guide you in understanding your market differentiators, features and benefits, etc. But they’ll need some time with you to learn more about your company and what you stand for.

Make yourself available to your copywriter throughout the project as they might have follow-up questions for you. These might include general information about your company or assistance in performing industry research.

In the end, your website will perform much better when it starts with great content. Give this step the time and importance it deserves. Then find a professional website designer to make the content look great and visually connect with your customers.

Kelly Website Design offers website design, hosting and management. Contact us now for more information about these services.

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