Content writing for a website can be a daunting task for many website owners. Copy and design are critical to a successful website and they are very much dependent on each other. Great copy with poor design or vice versa just won’t work if you want to create an offer that compels your website visitors to take action.
There is no perfect formula, but with the help of our 10 step process, you too can create amazing content for your website.
Before you start writing
1. Have a goal
Think about what you want visitors to do on this page. Buy something? Give their email address? Be clear about what you want to achieve.
2. Describe your ideal customer
Who typically buys your product or service? Is it another business or a direct customer? Are they in a specific age or income bracket? National or local? How important is the price? Be clear on who you are targeting to make your page more effective. Do you need to highlight any of this information on your sales page?
Crafting your page
3. Write a strong headline
It’s what makes you visible. Hook in visitors and then make them read on.
- Don’t just write one headline. Come up with five or 10. Now put them aside and re-read later. Which one grabs the most attention?
- You could highlight the benefits of your service or product, ask a question or use “how to …” or ask readers to “Imagine…”
- Use a simple, punchy action verb at the start.
For example: Speak Spanish in 7 Days; Nail your cash flow; Double your sales.
4. Establish a problem
What problem do readers – and your potential customers – want to solve? Bad back, weight loss, accounting woes, lack of sales? Step into their shoes and identify the problems they face. Always put customers first. Use the words you and your.
5. Sell the benefits
What will your product or service do for readers? How does it help? Does it do something unique? What makes it stand out? Focus on the advantages for customers. And use bullet points rather than a text-heavy description of features. Benefits sell, not features.
For example: Can you use it on the go, will it make you feel better, do something faster or better, get ripped, or grow your profits?
6. Testimonials & Reviews
Show you are trustworthy and liked. Add proof that your product or service works and solves problems. A testimonial from a happy customer or a good review from sites such as Trust Pilot, feefo or Google helps instil trust and encourages them to take action. You could use a customer video, highlight recent press coverage, social media mentions or include a statistic.
7. Do you have a guarantee or money back offer?
Remove the risk that potential customers maybe feeling. Highlight a strong money back offer or a guarantee to persuade readers to buy or sign up. You might want to use it in your headline.
For example your best night’s sleep ever– guaranteed or Love it … or your money back.
8. Any questions?
Although you want to keep text concise, do include important detail about what’s going to happen next, or what to expect when working with you.
You could include this in a Frequently Asked Questions section or link to an FAQ page to make sure your potential customers have all the information they need to make a decision or take the action you want them to.
9. Include clear “call to actions”
So they’ve read your page – what now? Add a simple but clear and concise “call to action” telling web visitors what you want them to do now – and what they will get as a result.
For example: Buy now; Download my free report; Sign up for our e-newsletter; Call today to learn more; Book a free consultation.
10. Be clear and straightforward
Make your text concise and simple in easy-to-read bite-sized chunks. Don’t use jargon or corporate speak. Re-read, edit and rework it.
- Does your headline make an impression?
- Have you used easy-scan bulleted lists and subheads?
- Does it highlight a problem?
- Does it sell the benefits to customers?
- Does it contain proof such as a testimonial or review?
- Is your money back offer or guarantee included?
- Have you added a clear call to action?