SEO-smart websites start with next-level content.
How To Write Great Content for the Web — Part 1
You want a website that attracts and engages customers. While SEO strategy, web design, and web development impact this positive outcome, a powerful website starts with powerful content.
If you’re at the stage of creating words for your website, or revamping the words that aren’t getting it done, this three-part series is for you.
Here’s the goal...
Write awesome, authentic web copy that connects, converts, and houses powerful keywords that will get you Google’s attention. But before we call upon the power of strategic SEO, we need words that help your prospects feel engaged, understood, informed, and motivated.
To make this happen, steps are necessary before you start writing.
Think only about your ideal clients and customers. You can’t write this website for everyone. Please, write this website for your ideal clients. The ones whose need you are directly, intentionally, and undeniably answering. When you truly know your audience, and understand that makes them tick, you’ll be able to write website content that makes them act. So, who are your ideal customers?
Know what makes your offering special — and why it matters. If you’re a technology company, you know why your products and solutions are unique. You have an understanding of your USPs, and how you’re different from the competition. That’s massively important! You need to go one step further, however, and tap into why it matters. Have you spoken to customers? Do you know why they chose you, why they love your solution, or how it has made their life or business better? Extra points if they switched to you from a competitor … then they can provide extra insight. Consider how your solution feels to them … not just how it works. People don’t just buy a sailboat because of its features … they buy it for how it feels when they’re sailing, thinking about it, or seen in it. What makes your offering special — and WHY does it matter to your ideal customers?
Have a grasp on your brand’s personality. Your brand personality is how you stand out, and how you connect with your ideal customers’ needs on a deeper level. Is your brand personality confident, assured and succinct, or is it a bit warmer, with some humor built in? Are we employing ease, accommodation and simplicity — or confidence and swagger? Are you daring and different, or the easy choice who does the basics better? What is your brand’s unique personality?
Once you know these elements, you’re ready to write!
Stay tuned for Part 2, where we share tips on writing great website content that will help you show up, connect and convert.
