A well-written website converts clicks into customers on auto-pilot. In our experience, the best web content—at minimum—meets the following criteria:
#1. It’s SEO-friendly.
When people are searching Google (or another search engine) for your product or service, your goal is to show up at the top of page one for their specific keyword searches. In order to accomplish that, your keywords must be distributed throughout the pages of your website. A well-optimized website is written so that visitors will find you when they search for the keywords that define your niche.
Be careful though…
A lot of business owners (knowingly or otherwise) stuff their content with keywords in an unnatural way, and search engines (esp. Google) don’t really like that. Your content should not just be written for search engines, but also for humans, which means it needs to be readable and sound natural. Doing this well requires careful insight and years of experience, and just like your website design, is best left to professionals like us. 😉
#2. It emphasizes benefits over features.
It’s easy to talk about the features of your product or service. But features won’t necessarily be the deciding factor when it comes to making a purchase. Tell them why they’ll get a better experience when they decide to do business with you and not with your competitor down the street. This is a great place to emphasize your value.
#3. It contains clear & concise calls to action.
Include contact forms on your landing pages to capture your visitors’ information. At minimum, you should ask for their name and email address, and make your calls to action clear so they know what they’re getting in exchange for their info.
#4. It captivates readers with attention-getting headlines.
Write headlines that define the problems you aim to solve with your products or services. Then use the supporting body copy to explain how you’re going to solve that problem when they choose to buy from you.
#5. It’s simple & grammatically correct.
Don’t try to be clever for clever’s sake. While we definitely recommend using humor to spice up your copy, make sure your readers don’t leave your website confused about what you do. Explain it in simple and clear terms, be conversational, and when you choose to insert comedy, make sure you do it tastefully and that it aligns with your brand.
Also, it’s a given, but you’d be surprised how many websites are full of spelling and grammatical errors. If you decide to write your own web content, make sure you proofread every paragraph. Better yet, get a professional to do it for you.
#6. It qualifies your target audience.
Get inside the minds of your target audience members, and speak directly to them. Describe their likes and dislikes, address their pain points and offer solutions. If they identify with your message, they’ll likely want more information about how you can help them. If they don’t, then they’ll click away. (No harm done. They obviously weren’t your ideal prospect anyway.) Going along with that…
#7. It addresses their objections.
If people feel any uncertainty about doing business with you, they’ll be more likely to go to your competitor. To avoid losing them, you must persuade them to take action before they have the opportunity to click away. Use your website copy to handle common sales objections ahead of time, and squash any preconceived doubts.
In 1996, Bill Gates coined the phrase “content is king.” Twenty years later, it still rings true. Your website content is an essential part of your online presence. If you’re looking for a professional SEO firm to help you hone in on your target audience, fill out the form on this page to request a FREE digital strategy audit.