Writing content for your website to turn it into an effective marketing tool
Content is king. Irrelevant content is useless and of no value to either you or your visitors. Use your Unique Selling Point (USP) as the point around which the rest of your content revolves.
Content for your website should be about your visitors
Your website content should not be about you. Most of the content for your website should be about the visitor and what you can do for them. It should educate them about your offering and its benefits. It should be written for them and should emphasise what is in it for them.
In writing the content for your website, use a lot more “you” than “we”. Put yourself in the shoes of your prospect and pre-empt questions they might ask, such as:
- Why should they look around your website?
- Why should they be interested in your solution?
- How is your solution going to satisfy their needs?
Every product or service has 3 elements – Features, Advantages and Benefits. The most effective way to write the content for your website is to highlight the benefit(s) of each feature.
How do you do this?
For each topic, make a list of its features.
For each feature, obtain a benefit by trying to answer the question: so what? e.g.
Our car valeting service will leave your car spotless (so what?). This will dramatically increase the sale value of your car.
Following this procedure will enable you to write content for your website that will engage the attention of your site visitors and make them want to come back to your website. This will also encourage them to want to do business with you.
Use Headlines when writing content for your website
Headlines like the one above, are very important in writing content for your website. Headlines are used to make or break a webpage. Every headline should be written in such a way that it can immediately attract the attention of the reader or your web visitor. If it doesn’t, the danger is that the reader will immediately leave the page before the rest of the page’s copy had a chance to sell your product or service.
It is therefore very important to grab your visitors’ or prospects’ attention by writing…
- headlines that identify a problem they have
- headlines that offer them a benefit
- headlines that pique their curiosity
As stated above, prospects are not interested in you or the features of your offering. They’re interested in how they might benefit from using your product or service. So make sure your headlines shout out the benefits of your product loud and clear. One effective way of creating good headlines is to use your Unique Selling Point (USP) and the best benefit you expect people to obtain from dealing with you. This will attract people’s attention and hold their interest.
Whether your headline mentions your USP, stresses a benefit or identifies a problem, it should also evoke an emotion that will compel your prospect to read on.
It is very important that you devote a lot of time into creating effective headlines when writing content for your website. This is because headlines play a very important role in turning your website from just an ordinary site to an effective marketing tool.