How To Write Great Content for the Web — Part 3
Now that you're equipped with the right mindset, let's translate the principles from part 1 and part 2 into action. In today’s installation, we'll explore practical formulas and examples for crafting compelling content for each key page of your website.
Homepage
Your homepage is your first impression. It's your chance to grab your visitor's attention and clearly communicate the value you offer. Here's a simple yet effective formula:
Do you need (deliverable) that helps you (goal) in a way that lets you (deeper need/desire)?
You're in the right place.
At [Your Company], we (the thing that makes you stand out).
Example 1: Focus on Efficiency
Do you need cutting-edge software solutions that help you streamline operations and free up your team to focus on what matters most?
You're in the right place.
At [Your Company], we develop intuitive, cloud-based software that empowers businesses to automate tasks, boost productivity, and achieve their goals faster.
Condensed, Benefit-Based Statement:
Streamline operations and boost productivity with intuitive cloud-based software that helps you achieve your goals — faster.
Example 2: Focus on Security
Do you need robust cybersecurity solutions that protect your valuable data and give you peace of mind?
You're in the right place.
At [Your Company], we provide comprehensive cybersecurity solutions that safeguard your business from evolving threats, allowing you to focus on innovation and growth.
Condensed, Benefit-Based Statement:
Secure your business and innovate fearlessly with comprehensive cybersecurity solutions that support unhindered growth.
Example 3: Focus on Innovation
Do you need a technology partner who can help you stay ahead of the curve and drive digital transformation?
You're in the right place.
At [Your Company], we're passionate about leveraging emerging technologies to create innovative solutions that help businesses thrive in the digital age.
Condensed, Benefit-Based Statement:
Drive digital transformation and stay ahead of the curve — with innovative technology solutions that empower your business to thrive.
Tips:
Want to make it even better? Add a touch of personality. Are you the reliable partner? The innovative disruptor? The customer-centric problem solver? Let your brand personality shine through.
Try reworking turning a customer testimonial into your homepage copy, using this formula. What do your customers love about you? Use their words to tell your story.
About Page
Your about page isn’t really about you. It’s about your customers, and why you’re equipped to give them what they need. Here's a formula:
Powerful, clear statement that defines what you do, and the value it brings.
The deep-rooted reason WHY you do this.
Expand on your why, connecting it to your ideal client's needs and desires.
Here’s what that might look like:
At [Your Company], we're revolutionizing the way businesses operate in the digital age by providing state-of-the-art technology solutions that supercharge efficiency. Why? Because we got sick of clunky processes weighing businesses down and hindering growth. Vastly more was possible — so we made it happen.
We understand the unique challenges you face in today's fast-paced world, and we're committed to helping you tackle them head-on, with tailored solutions. We're not just here to provide tech support; we're here so you can focus on your core business and soar, while we handle the nitty-gritty details.
Optional: A Note From the Founder:
In the founder's voice, share a personal message about their vision, passion, or commitment to helping clients.
Example:
[Your Company] was born to shatter digital constraints, leveraging cutting-edge tech to revolutionize how businesses thrive. MIT taught me the tools. But it's our clients — just like you — who taught me how to create solutions that transform futures and bottom lines.
Join our roster of satisfied clients.
Let's break barriers together! [Founder's Name]
Services Page
Make it easy for potential clients to understand your offerings and how they can benefit from your expertise.
Headline: [The thing you do] + [something about the benefit]
Example: Custom Software Solutions That Supercharge Your Business
Copy:
Describe your ideal client's situation and needs in detail.
Detail the service offering, highlighting how it addresses those needs.
Close with a human touch, emphasizing the partnership and support you provide.
Here’s an example:
Is your business held back by generic, one-size-fits-all software solutions? It’s time to accelerate growth. Our Custom Software Solutions will do just that.
How? We dive deep into understanding your business, identifying inefficiencies, and developing a bespoke solution that streamlines processes and drives results. Next, our team of experts will guide you through every step, ensuring seamless implementation and ongoing support.
With [Your Company] as your partner, you'll experience the transformative impact of custom software that propels your business forward. Together, we'll navigate the digital landscape and create a tailored roadmap to success.
Contact Page
Don't make your visitors hunt for ways to get in touch. Make it clear and easy.
Reinforce the "yes": Briefly reiterate the value proposition from your homepage.
Clear call to action: Tell them exactly what to do next (schedule a call, fill out a form).
Provide details: Include contact information, a contact form, and any relevant details about your availability or response time.
Example:
Ready to transform your business with cloud-based software that boosts productivity and streamlines operations? Take the next step toward a more efficient future by scheduling a consultation with our team of experts.
Simply fill out the form below, and we'll get back to you within 24 hours to arrange a call. Alternatively, you can reach us directly at [phone number] or [email address].
[form]
Don't let outdated processes hold you back – contact us today and experience the power of intuitive, results-driven software tailored to your unique needs.
That's it! You're now equipped to craft compelling website content that attracts and converts. Remember, your website is your most powerful sales tool. By embracing authenticity, clarity, and a human touch, you'll create a site that showcases your expertise, builds trust, and drives action.
And if you need an SEO company to amplify your newly-crafted content and get it in front of the right audience, reach out.
