How to write content for your website 101.

You've spent hours thinking, planning and talking about your big idea that's going to change the world. You've done some market testing (or chatted to your family and friends at least), got your logo sorted – and hopefully a brand strategy too. Social media profiles are up and running, and finally - you are ready to start building your website.

So where do you begin? This blog gives you a few simple pointers and some tips for writing killer copy, so you can be more confident that the shop front for your business has the impact you want.

Structuring your website

Customer, Customer, Customer

Above all things, remember who this website is for. It's not for you, it's for them. Your clients – existing and potential. Every word you write should answer a question they may have, solve a problem they're facing or educate them on how their life will be better with your product or service. If you can entertain them while doing all of the above – you're onto a winner.

Customer journey

Before you begin, map out your ideal customer journey across the three buying stages. Think about what content you can write that helps them move along each one.

Awareness – I've just become aware of a need for your product or service. I'm seeking information that helps me answer my question or resolves my pain point.

Consideration – I know I want this product or service so now I'm going to research what's available.

Decision – I know what I want and how I want it. I just need to decide who to go with.

Working out what to write here doesn't have to be complicated. You're a customer too, so think about a recent good experience you've had. How did their website guide you to your decision? Was it just the content on their website or did they have blogs, e-books, comparisons, case studies? Try and replicate it in your own unique way.

Keyword research

Don't start writing until you have completed this step. Whether you do it yourself or choose to outsource, you want to know the primary and secondary keywords you're targeting. Once you have these, work out where they fit in your customer journey and buying stages.

This helps you decide which keywords to target on each page and often gives you the title for those pages as you'll want to use it in your H1 Title.

Writing content for your website

Most important message first

You've no doubt read a lot about telling stories, but honestly, most people scan web pages, so they've got to be really invested in learning about your brand to read a lovingly crafted story. Or it's got to be so well-written they have no choice but to read it (not an easy feat to accomplish).

So, given you're writing your web copy yourself, let's go with scannable content. This means – the most important message first. Get to the point ASAP. Approach it like this – what is the one thing my reader must know from this page? That's your starting point.

Alien test

Because you've lived and breathed your business for the last six months, it's easy to forget your potential customers haven't. So when you are writing your copy, imagine you are talking to an alien.

They don't know you, who you are or what you do. How would you explain what you are selling to them? Thinking about it in this way will help you cut through the fog of jargon and assumptions that you've been living in.

Plain language

If you insist on using anything other than plain language, you'll have a tough time converting anyone into a customer. If they have to wade through your gobbledegook to get to what they're looking for, they will have moved on before you can say 'learn more'. See my pointers for using plain English in this blog – how to write in plain English.

Getting the visuals right

White space

More text doesn't mean more customers. Or more interest. It just means more people will leave your site. How do you feel when faced with walls of text? Not overcome with joy that's for sure. Keep sentences and paragraphs short. Think about how it will look not just on someone's laptop but also on their phone.

Variety is the spice of life

Use a variety of media on your site if your budget allows. Videos are a great way to show, not tell. Vary your language too. Think of all the different ways you can say what it is you do or sell and the benefit of it. If you sell vases, you could also call them jars, containers, flower holders, pots. You get the picture.

You and synonyms will become close allies during the writing process. Just ensure it makes sense.

So now you’ve got some structure around how to approach this whole writing for your website thing. I hope you find it useful, and if you have any questions shoot me an email - I’d love to help you.

Photo by Florencia Viadana on Unsplash