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How to Write Quality, Engaging Content for Your Website

Writing your website content may seem like a daunting task, but it doesn’t have to be. This post includes tips on how to write quality, engaging content for your new website that will engage and convert traffic.

WHERE TO BEGIN:

Approach

Believe it or not, good content starts with your approach. It’s important to write with your target customer in mind. If you know your target audience well, you will know how to best communicate with them. It is essential to communicate with your audience in a way they understand.

Ask Yourself:

Will my target audience identify with what I have written?

Focus

While it’s easy to focus on all the great things about your company as you write your content, it is important to shift the focus from your company to your customer. You can still write about all the great things you do and provide, but be sure to keep your target audience in mind. They need to know how your product or service will benefit them.

Ask Yourself:

How are my clients’ or customers’ lives improved when they choose my company, product, or service?

Structure

Good content structure is essential to engaging potential customers on your website. The reality is that most people who visit your website will be skimming your content. Think of it as an upside-down pyramid where you list the most important content first and get more specific as the page goes on.

 
 

Ask Yourself:

If someone read only the first section of each page, would they have enough information to know if they’re interested in reading on?

Length

Try to keep your content short and to the point so your readers aren’t overwhelmed. One way to do this is to keep your sentences simple and easy to read for the average person. Try to also go through your content with a critical eye and remove any unnecessary information. Often, less is more because you’re giving your readers exactly what they need and no more.

 
 

Ask Yourself:

Does this content help readers to make a buying decision?

What about those times when you just can’t keep the content simple?

While it is always a good idea to keep your written content short, sweet, and to the point, we understand that sometimes it just isn’t possible. Here are some tips for making a content-heavy page more engaging:

  • Break content up into several sections that are no more than 2 paragraphs long, and choose a clear title for each of those sections.
  • Remember that sections of lengthy content are usually very specific and belong toward the bottom of the page according to the pyramid model mentioned above. Try to keep this in mind as you write, and place content-heavy sections toward the bottom of the page.
  • Be sure to include graphics or imagery to not only support the digestion of content but to give the reader’s eye a break.

TIPS FOR MAKING YOUR CONTENT MORE ENGAGING FOR READERS:

Include Titles and Subtitles with Your Paragraphs

Often, you will write 3-4 paragraphs per page. Wherever possible, try to include a title for each paragraph. Subtitles can be included as well for further explanation and easier skimming. Just be sure to be consistent. If you include a subtitle for one paragraph on a page, make sure the other paragraphs have a subtitle as well.

Create Bulleted or Numbered Lists


Lists are very easy to read when skimming a website. As mentioned earlier, most of your readers will be skimming, and it is important that they are able to get a general overview of your company without requiring a lot of reading. Some lists you might want to include in your content are:
  • Your main products & services
  • Facts about your industry or how your clients or customers are benefiting from your business
  • A list of the industries you serve
  • A process you use in your business
  • The steps a client goes through from beginning to end when they chose you
  • Product or service differentiators that make you a better choice

Incorporate Some Numbers and Statistics

Numbers and statistics can easily be presented visually and are a great way to catch the attention of dedicated readers and skimmers alike. Additionally, most companies have numbers or statistics in which they take pride. Here are some ideas for numbers and statistics to get you started:
  • Industry averages vs. your averages
  • Numbers representing customers you’ve served or how you’ve improved their lives or businesses
  • Years in business
  • Etc.

Videos

Website content can include more than just text. If you’ve had professional videos created for your company that are still relevant, it would be a great idea to incorporate them in your website. Videos can go on any page. Just be sure it is relevant to the content on the page where it is placed.

Testimonials

You’ll want to include testimonials from your clients or customers. If you don’t have any yet, most satisfied clients are happy to provide a testimonial when you ask. Be sure to ask in advance so they have plenty of time to write their testimonial.

Partner Logos

If you have permission, including logos for companies with whom you partner, organizations through whom you have been certified, or awards your business has won is another great way to catch the attention of your readers. These logo images should be .png images with a transparent background
Don’t let content be the reason you miss opportunities with new customers. By utilizing these tips, your customers will be able to have a clear understanding of who you are and will engage in a more in depth way with your story.
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