How to Write Website Content That Works For Your Business
Content Marketing is something a lot of people talk about. It’s a buzz word in the marketing industry, but what does it actually mean?
Have you ever built a website? Did you write your own website content? If so, did you feel like you were just taking a stab in the dark? Or did you feel extremely confident in your content, only to find your website wasn’t getting traffic or converting leads?
We’ve found that in many cases, our clients have written a lot of content that never actually gets read or doesn’t convert, and they’ve been left feeling frustrated. So, we’ve come up with 3 steps to create content that actually gets seen AND actually sells.
1. Find Out What Are Your Customers Actually Searching For
Search is a great tool people use for finding products and services they need, and businesses have spent years trying to figure out how to easily be found on search engines.
Search is also a great channel for you, as a business owner, to figure out what your customers want and how they’re searching for it.
Do you know what terms your target audience is actually searching for when looking for someone in your field? Do you know what problem or pain point they are trying to solve? What is prompting their specific searches?
You can actually use Google Trends to discover what keyphrases and keywords people are using when they search for various topics. You can input a keyword or phrase, and Google will tell you how many people are searching for that phrase and will show you a list of related phrases.
One quick example: we worked with a Managed Service Partner who was looking to improve their website SEO. What we found when looking through their website analytics was that most people who were searching for what they provide didn’t actually know or use the terms “MSP” or “Managed Service Provider.” But people were actually searching for “Outsourced IT.” So we were able to help them adjust their content for their site (not to mention their Adwords) to be more tailored to what their audience was searching for. Suddenly, they saw a spike in website rankings, which significantly increased traffic!
2. Have The Information Your Potential Customers Need Once They Get To Your Site
Finding out what people are searching for so you can build your content around that is just the first, although arguably most important step in improving your website traffic and conversions. Once you’ve done the research on what keywords and topics are commonly searched in your field, you can begin to write out your website content based on that.
When writing your website copy, it’s important to write it from the perspective of what your target audience is actually searching for, especially for SEO purposes. It’s also a great opportunity to educate visitors about information they don’t know by answering their questions before they even think to ask them.
Lastly, and this is important— it’s really important for you to write your website content in a way that someone who knows nothing about your business will understand. Of course we understand that this can sometimes be hard to do, especially if you’re an expert in your industry. So, that’s why we’re here to help!
3. Write Your Website Content So That People Outside Your Field Will Connect With It
It’s extremely important that your website content answers questions your customers are actually asking, not just using high level jargon they may not even understand. When describing your business and what you offer, do it in a way your customers can understand rather than how you might talk about it to another expert in your field.
Have you ever sat down and thought about your business from the side of someone who knows absolutely nothing about your industry or the work you do? This can sometimes be a really challenging task. That’s why getting feedback from trusted colleagues and professionals outside of your field is a good practice when it comes to content for your website!
Once you’ve gotten to know your customers better and listened to what they need based on your website analytics data and key search phrases, you can adjust your content in a way that catches their attention, answers their questions, and drives conversions.
If this task seems daunting or you don’t know where to start, we’re always here to help.
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