What is the purpose of writing website content?
Website content is critical to communicating your company’s message. Your content:
- Educates your audience and via a blog, exhibitions industry knowledge.
- Introduces the website as a salesperson! The content on your website ‘speaks’ to your customers and prospects about your business, products, and services.
- Engages the buyer to reach out for more information, purchase your products and services, or share and refer your company to others.
As content writers and website developers, we use our resources and skills to convey your company’s message, in your voice, via your website and marketing materials.
Then why is content writing so challenging?
Talking about yourself and your business is not easy. In a previous blog, “We want to capture your voice”, we said,
We strongly believe that your voice should echo your brand. Writing in a voice that best reflects a client’s brand and beliefs makes for the best and most relevant content.
We can help find your voice. Case in point:
I recently sat with a client who was rolling out a new service and needed some landing pages and updated website content. We sat at a table, elbow to elbow for about ten minutes in awkward silence.
I broke the silence by asking, “What do you need the website and landing pages to do? Sell the service? Generate enough interest to click a call to action for more information?”
He replied, “I think I need to discuss the new service and how it will work.”
“Ok,” I said. “Let’s do it.”
The struggle is real.
He began talking about his service with exuberance and passion. He explained in detail how it worked and the benefit to small business owners. He identified the basic who, what, why, and how much.
I feverishly wrote as he spoke and soon we had a page of content, with a call to action and a clear and concise message.
“How did you do that? He asked.
“Simple. You were speaking to the customer, about your business and engaged the reader (me) to take action. I just captured it in your voice.”
Just tell it. Don’t massage it.
That is exactly what he did. He did not tell me what he thought he should say or what I wanted to hear. He just ‘sold it’ in his own voice and we seized it!
You don’t know what you don’t know.
This is one of my favorite sayings. So often we are entrenched in the day to day challenges, and perhaps struggles, of running a business. We think we know what the customers and prospects are looking for, but we may not know for sure. Not a problem- just an opportunity. Try some options for a few landing pages to see what clicks with your targeted audience. Maybe create a pop asking to complete a quick 3 question survey to learn more.
Taking the time to learn makes for more time to accurately target and sell your products and services.
You can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere. – Lee Iacocca
You have the ideas; we have the methods to get them across. Contact us for a free 30 minute review of your writing website content. Let’s see if we can take those brilliant ideas and turn them into new business and loyal customers.
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