In a previous blog Creating a website alone will not get you the results you want we stress the importance that having an effective website will drive you traffic, leads and sales. Content is king!
And for content to be king, you need to go through a certain process and develop a content plan for your website. 10 questions to ask yourself which will get you started developing your website content.
10 questions for developing effective content for your website
- What are the popular services or products your clients/prospects most want and need?
- What are your organization strengths and weaknesses?
- What are the customer needs that your products or services satisfy?
- Describe your typical customer (needs, desires, preferences, fears, pain, etc.). What can you say about your best customers?
- Who is your competition? (list them)
- What makes your organization different than your competitors? Why should someone choose you over the other?
- Do you have an existing tagline, slogan or brand statement?
- How do you attract new customers now?
- What are the keywords that new customers might use to find you online?
- What is your target geographical location (international/national/regional/state/local)?
You might not have all the answers to these questions at first but with time and an effort it will be clear to you and your organization.
The answers to these question will then help you in writing the website copy page per page.
How to plan writing content for each page?
For each page in your proposed website architecture, the objective should be to keep it simple and stupid for your customers. After the page title (main header) of the page the second most important content will be the first paragraph. This paragraph should summarize the page and link to the main call-to-action. The ideal would be to have this paragraph so convincing to the user that they will follow through your call-to-action. For those who are not convinced at first, you can develop further each argument you made in the original paragraph and back them up with supportive points. Do this until you have completely developed your main arguments and provided supportive follow up points. At the end of the page, make sure you provide a clear direction to the user as to where they should go next.
While writing your copy for each web page you must consider that you are writing for your reader (the human behind the screen), it is important to focus on what the page is all about. Here are some questions that will help you stay focused.
- What is the desired outcome of this page?
- Who is the target of this page?
- What are the 3 primary benefits you want to communicate?
- What keywords should you include for SEO?
Website content writing review questions
Once you have written your copy for your primary reader (the human), review your content to make sure you stayed focus and that the content will help you drive traffic from search engines (SEO) as well. Preparing a review checklist is a good practice, the following are some important questions to consider for your review questions:
- Is the page content greater than 300 words?
- Is the main page title clear and catchy?
- Is your content relevant to the targeted audience? Does the content incite the reader to take an action (desired outcome)?
- Is your first paragraph summarizing benefits and provoking a call-to-action?
- Is your content divided in sub-headers and paragraphs?
- Are you addressing the reader?
- Is there no spelling or grammatical errors?
- After reading the page will the reader know what to do next?