Letting you in on the secret to great web content
November 12, 2015 at 10:42 AM
We all know that businesses today need a great looking website to reflect their professionalism and expertise, and to drive sales. But what few people consider is how important the role of great web copy is.
More than just a vehicle for keywords, great content can lift your website from just another page coming up on Google to an enquiry-driving machine. All you have to do is ask yourself the following questions:
What is the purpose of my website?
Do you want to drive sales, provide value, educate people? Without a purpose, your web copy could easily flounder. Think of what you're trying to achieve in your business and let that drive everything you do with the website.
Who am I talking to?
If your customers are time-poor professionals, chances are they don't want to read endless articles – they want you to get to the point quickly and clearly drive them to their next action. By contrast, if your target market is made up of people who have tight purse strings, you might need to work a little harder to convince them to take action. Knowing who your website (and business) is aimed at is vital for making sure you pitch your content right. It could be the difference between making a sale or driving someone to a competitor.
What do I want people to know about my business?
Your value proposition and key messages sum up who you are and why people should use you.It's vital to incorporate them into your website content (normally they should form the basis of your home page). Think about what you want people to know about your business – why should they use your product or service and how does it impact on their life? What makes your business so special? If you can sum up in a line or two why what you do has an impact on your customers' lives or businesses, you've got yourself a value proposition.
Are my headlines engaging?
Having strong headlines and sub-headings are vital. In any headline, you should be looking for something that conveys your whole message – after all, many people will only ever read the headlines. However, you also want it to be interesting enough to entice people to read further, so offer them something new or attention grabbing. If in doubt, go after their self-interest –people are most interested in things that personally affect them, so think about how what you're talking about benefits your audience and go for it.
Have I answered my audience's questions?
In most cases, people come to your website to find out more about you – so think about what they would want to know from you. What questions do customers normally ask you in person? Have you answered all of them through your website?
Am I being concise?
There's nothing worse than trying to wade through screeds and screeds of content searching for the one piece of information you need. If you want to prevent people from leaving your site, then make it as clear as possible so they get the information they need easily and are driven to action.
Am I being original?
Original content is your (and Google's) best friend. Remember to add a different voice to the internet – after all, no one wants to read the same article ten times over. Think of what makes you different, or the knowledge you have that others don't, and talk about that. Not only will it boost your Google search ranking, it will also boost the likelihood of conversions.
Am I Google friendly?
Ah, Google. The king of the internet. Given that Google processes over 3.5 billion searches each day (over 40,000 every second!), it's hugely important to make sure your site is keyword rich. If you want to make it to the top of search results, incorporate targeted keywords naturally throughout your copy. Google penalises you for throwing in keywords just for the sake of it, so make sure they make sense in what you're writing. Then don't forget about the backend – meta tags and descriptions are just as important as the content itself.
Have I made a clear call to action?
If the purpose of your website is to drive people to make enquiries, then having a clear call to action is vital. It's not enough to assume that once they've read all about you they'll give you a call. Tell them why they should call you and then remind them to actually do so.
Great web copy is essential to having a high-performing site that converts and informs visitors. Need any help? Just get in touch. (We did say you need a call to action!)